IAB Ad Measurement and Attribution

Question 1

What is last-touch attribution in digital advertising?

Accepted Answer

Giving 100% of conversion credit to the final ad a user interacted with before converting

Answer

Measuring the last impression before an ad campaign ends

Answer

Tracking the final destination URL a user visits

Answer

Assigning credit to the last publisher in the supply chain

Question 2

What is multi-touch attribution (MTA)?

Accepted Answer

A method that distributes conversion credit across multiple ad touchpoints in the customer journey

Answer

A system for tracking users across multiple devices simultaneously

Answer

A technique for measuring ads shown on multiple screens at once

Answer

An approach to managing multiple advertising campaigns concurrently

Question 3

What is a click-through rate (CTR) and how is it calculated?

Accepted Answer

The percentage of ad impressions that resulted in a click, calculated as clicks divided by impressions times 100

Answer

The number of clicks an ad receives in total

Answer

The time it takes a user to click an ad after it loads

Answer

The rate at which users click through multiple pages after an ad

Question 4

What is view-through attribution (VTA)?

Accepted Answer

Giving conversion credit to display ads that were seen but not clicked, if the user later converted

Answer

Measuring conversions that happen while a video ad is playing

Answer

Attributing sales to ads that appear above the fold

Answer

Tracking conversions from users who watched an entire video ad

Question 5

What does ROAS stand for and how is it used?

Accepted Answer

Return on Ad Spend, calculated as revenue generated divided by ad spend

Answer

Rate of Ad Success, a quality score metric

Answer

Reach of Advertising Strategy, measuring campaign scale

Answer

Revenue Over Advertising Sessions, a monthly metric

Question 6

What is incrementality testing in advertising measurement?

Accepted Answer

A method to determine the true causal lift in conversions that advertising generated beyond what would have occurred organically

Answer

Testing incremental increases in ad spend to find the efficiency curve

Answer

Measuring the improvement in ad performance over multiple campaign iterations

Answer

Testing ads on small audience segments before full rollout