Welcome to IAB Ad Effectiveness Fundamentals

This training program will provide you with the steps to prepare for conducting successful ad effectiveness measurement and an understanding of the commonly used methodologies, it also provides an overview of more emerging techniques for evaluating advertising (such as attention measurement and neuroscience).

Course curriculum

  • 1

    Ad Effectiveness Training Introduction

    • Welcome to IAB Ad Effectiveness Fundamentals

    • Introduction to Ad Effectiveness Fundamentals

  • 2

    The Principles of Advertising Effectiveness

    • Core Module: The Principles of Advertising Effectiveness

    • Optional Further Materials

  • 3

    Preparing for Measurement Success

    • Core Module: Preparing for Measurement Success

    • Optional Further Materials

  • 4

    Experimental design

    • Core Module: Experimental Design

    • Optional Further Materials

  • 5

    Market Mix Modelling

    • Core Module: Market Mix Modelling

    • Optional Further Materials

  • 6

    Attribution

    • Core Module : Attribution

    • Optional Further Materials

  • 7

    Overview of emerging techniques

    • Core Module : Overview of Emerging Techniques

    • Optional Further Materials

  • 8

    Assessment

    • Assessment