Online Platforms and Digital Advertising market study, Appendix O: Measurement issues in digital advertising 2020 (CMA)

A research paper from the CMA

• From: Competition and Markets Authority
• Published: 25 March 2022

• Category: Ad hoc research
• Original publisher: Competition and Markets Authority
• Research area: Advertising and marketing, Future connectivity and internet, Media and entertainment, Retail and digital commerce and Technology
• Research topic: Adtech, Advertising spend, Audio and radio, Data privacy, access and control and General and vertical search
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  Measuring advertising effectiveness, News and publishing, Online retail, Personalisation algorithm, Safety and harms, Social media and instant messaging, and TV, video and on-demand
• Research publish date: 1 July 2020

Abstract

For there to be effective competition between buyers and suppliers of digital advertising, advertisers need to be able to assess and evaluate the quality and effectiveness of the digital advertising inventory that they are buying. This appendix discusses the role of measurement in digital advertising, and in particular issues relating to the three stages of verification, attribution and measuring the effectiveness of advertising.

Citation

CMA, Online Platforms and Digital Advertising market study, Appendix O: Measurement issues in digital advertising (2020) [online] Accessible at: Appendix O: measurement issues in digital advertising [Accessed 10 February 2022]

Link

https://www.gov.uk/cma-cases/online-platforms-and-digital-advertising-market-study#final-report

Published 25 March 2022