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 November 21, 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 November 21, 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: November 21, 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 November 21, 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/
