ISBA partners with Ebiquity on attribution

As part of the partnership, Ebiquity will assess the effectiveness models currently in place in the industry, with the aim of gaining insights, educating ISBA’s members and improving standards.

The organisation’s Insight & Effectiveness Steering Group, chaired by Mondelez growth analytics manager Matt Stockbridge, will lead most of the alliance’s work.

Phil Smith, director general of ISBA, said: "Improving effectiveness and ROI for advertisers is one of ISBA’s key goals. We believe our partnership with Ebiquity will be important in achieving this and we look forward to delivering more insight and knowledge to our members."

Michael Karg, chief executive of Ebiquity, added that the partnership will "enable us to jointly elevate knowledge levels, develop innovations and formulate standards for the benefit of ISBA members and our clients".