IAB and Radar grapple with the question of engagement

12/20/2012 | MediaPost Communications

IAB and Radar Research are teaming on a project to enrich understanding of the nuanced distinctions between ad, content and audience engagement. An IAB report, "Digital Ad Engagement," is expected to launch a new working group in 2013. "With the advent of digital analytics and highly sophisticated technologies for measuring user interactions, the engagement landscape has become overcrowded with hundreds of metrics that may or may not have value in understanding the effectiveness of ads," says Sherrill Mane, IAB's senior vice president of research, analytics and management.

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