'Does Anyone Really Know If Online Ad Campaigns Are Working?'An Evaluation of Methods Used to Assess the Effectiveness of Advertising on the Internet

摘要

In 2008, the Interactive Advertising Bureau (IAB) commissioned a study of the reliability and validity of the predominant methods used to assess Internet advertising effectiveness (IAE). The evaluation was conducted by an expert research methodologist who had no prior association with the IAB or any of the IAE measurement companies (IAB 2010). The study concluded that the methods that were evaluated have uncertain reliability and validity due to (1) an almost exclusive use of quasi-experimental designs with non-equivalent comparison groups, (2) extremely low response rates that likely lead to non-ignorable nonresponse bias, and (3) weighting methods that have not been shown to actually "fix" the problems they strive to address.