NEWS21 April 2010

IAB and AOP publish guidelines for online ad effectiveness research


UK— The Internet Advertising Bureau (IAB) and the Association of Online Publishers (AOP) have released guidelines that aim to help marketers get the most out of their online ad effectiveness research.

The guidelines cover the basics, from when to use ad effectiveness surveys to how to limit the number of times individual web users are exposed to the same survey. It also advises on minimum sample sizes to ensure robustness in results.

IAB research head Tim Elkington said: “We hope that the guidelines, developed jointly by the IAB and AOP, will help research professionals and advertisers use online survey tools effectively to evaluate their online activity while also ensuring that internet users continue to enjoy surfing their favourite sites without interruption.”

Download the guidelines here.