The Interactive Advertising Bureau (IAB) Australia's Ad Effectiveness Council has launched the fifth module of its Marketing Measurement Innovation Series, titled 'Ad Effectiveness Through Continuous Experiments'. The module aims to enhance understanding across the industry on how controlled experiments can improve marketing investment decisions.

Natalie Stanbury, IAB Australia Director of Research, underscores the importance of controlled experiments in assessing the impact of advertising and marketing investment. She says, "Controlled experiments have always been an incredibly robust and rigorous way of assessing the impact of advertising and marketing investment. This paper provides the media and marketing industry with information on the types of experiments, as well as advice on running experiments and their important role in a digital advertising ecosystem with reduced data signals."

The five modules in the series offer practical examples and case studies on how the industry is moving marketing measurement beyond the cookie. The modules cover a range of topics including the future of marketing measurement, the role of first-party data, advances in AI and machine learning, evolutions in market mix modelling, and ad effectiveness through continuous experiments.

The IAB Ad Effectiveness Council includes representatives from media owners, data agencies, media agencies, research companies, tech vendors, and advertisers. It is chaired by Yasmin Sanders of Samba TV.

IAB Australia is an independent industry association with over 170 members in Australia and nearly 9,000 globally. It works to align industry stakeholders to develop solutions for the issues faced by the market and develop standards for digital advertising.