During a 2024 survey, 50 percent of responding advertisers and 58 percent of responding agencies from Europe stated they used quality metrics as a key programmatic advertising effectiveness metric. Revenue metrics were used by 38 percent and 46 percent of respondents, respectively.
Leading advertising effectiveness metric types used to evaluate programmatic campaigns in Europe as of August 2024, by stakeholder type
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IAB Europe. (November 4, 2024). Leading advertising effectiveness metric types used to evaluate programmatic campaigns in Europe as of August 2024, by stakeholder type [Graph]. In Statista. Retrieved December 22, 2024, from https://www.statista.com/statistics/675665/programmatic-ad-effectiveness-metrics-used-by-advertisers-in-europe/
IAB Europe. "Leading advertising effectiveness metric types used to evaluate programmatic campaigns in Europe as of August 2024, by stakeholder type." Chart. November 4, 2024. Statista. Accessed December 22, 2024. https://www.statista.com/statistics/675665/programmatic-ad-effectiveness-metrics-used-by-advertisers-in-europe/
IAB Europe. (2024). Leading advertising effectiveness metric types used to evaluate programmatic campaigns in Europe as of August 2024, by stakeholder type. Statista. Statista Inc.. Accessed: December 22, 2024. https://www.statista.com/statistics/675665/programmatic-ad-effectiveness-metrics-used-by-advertisers-in-europe/
IAB Europe. "Leading Advertising Effectiveness Metric Types Used to Evaluate Programmatic Campaigns in Europe as of August 2024, by Stakeholder Type." Statista, Statista Inc., 4 Nov 2024, https://www.statista.com/statistics/675665/programmatic-ad-effectiveness-metrics-used-by-advertisers-in-europe/
IAB Europe, Leading advertising effectiveness metric types used to evaluate programmatic campaigns in Europe as of August 2024, by stakeholder type Statista, https://www.statista.com/statistics/675665/programmatic-ad-effectiveness-metrics-used-by-advertisers-in-europe/ (last visited December 22, 2024)
Leading advertising effectiveness metric types used to evaluate programmatic campaigns in Europe as of August 2024, by stakeholder type [Graph], IAB Europe, November 4, 2024. [Online]. Available: https://www.statista.com/statistics/675665/programmatic-ad-effectiveness-metrics-used-by-advertisers-in-europe/
