During a 2024 survey, ** percent of responding advertisers and ** percent of responding agencies from Europe stated they used quality metrics as a key programmatic advertising effectiveness metric. Revenue metrics were used by ** percent and ** percent of respondents, respectively.
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IAB Europe. (November 4, 2024). Leading advertising effectiveness metric types used to evaluate programmatic campaigns in Europe as of August 2024, by stakeholder type [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 26, 2026, from /statistics/675665/programmatic-ad-effectiveness-metrics-used-by-advertisers-in-europe/
IAB Europe. "Leading advertising effectiveness metric types used to evaluate programmatic campaigns in Europe as of August 2024, by stakeholder type." Chart. November 4, 2024. ÌÇÐÄÆƽâ°æ. Accessed July 26, 2026. /statistics/675665/programmatic-ad-effectiveness-metrics-used-by-advertisers-in-europe/
IAB Europe. (2024). Leading advertising effectiveness metric types used to evaluate programmatic campaigns in Europe as of August 2024, by stakeholder type. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 26, 2026. /statistics/675665/programmatic-ad-effectiveness-metrics-used-by-advertisers-in-europe/
IAB Europe. "Leading Advertising Effectiveness Metric Types Used to Evaluate Programmatic Campaigns in Europe as of August 2024, by Stakeholder Type." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 4 Nov 2024, /statistics/675665/programmatic-ad-effectiveness-metrics-used-by-advertisers-in-europe/
IAB Europe, Leading advertising effectiveness metric types used to evaluate programmatic campaigns in Europe as of August 2024, by stakeholder type ÌÇÐÄÆƽâ°æ, /statistics/675665/programmatic-ad-effectiveness-metrics-used-by-advertisers-in-europe/ (last visited July 26, 2026)
Leading advertising effectiveness metric types used to evaluate programmatic campaigns in Europe as of August 2024, by stakeholder type [Graph], IAB Europe, November 4, 2024. [Online]. Available: /statistics/675665/programmatic-ad-effectiveness-metrics-used-by-advertisers-in-europe/
