IAB UK takes a stand against click-through rates

Anne Freier

In Mobile Advertising. February 13, 2019

The Interactive Advertising Bureau (IAB UK) launched a new initiative against the tracking of click-through rates. The company advocates for advertisers finding a more efficient and accurate way to measure their digital ad campaign success.

Therefore, the company launched a National Anti-Click-Through Rate Day (NACTRD) as well as a Measurement Toolkit for agencies.

The IAB UK said click-through rates were “clickheads” in an open letter to advertisers and marketers. It added that the industry had come to rely on this measurement tactic as part of “vanity metrics”.

The latest Measurement Toolkit addresses this issue further and provides alternatives and best practices for ad measurement. The guide also includes templates and checklist for readers.

“Advertisers are faced with growing complexity and an increasing number of methodologies for ad measurement,” said Tim Elkington, the chief digital officer of the IAB UK. “This has created silos of expertise in organisations based around specific objectives and tools rather than supporting one unified, balanced approach. Our IAB 2018 survey of brands found that 83 percent of brands view cross-media measurement as their single biggest measurement challenge. Our guide seeks to address this by focusing on how to measure advertising effectiveness and business outcomes across different media channels.”