DoubleClick Experiment Could 'Re-imagine' IAB Display Metrics

Google said it will run a DoubleClick for Advertisers experiment, with help from brand measurement research firm Vizu that could change the way companies measure brand lift from display ads.

The company will present the findings to the Interactive Advertising Bureau. DFA experiments began in mid-2008, but this could be the first with findings presented to the IAB that change brand lift measurements. The pilot aims to show that the use of experimental design principles -- a research term -- is a good way to address brand measurement challenges and to provide actionable insights to brand marketers. Sherrill Mane, SVP of research, analytics, and measurement at the IAB, notes that if successful, the research could have far-reaching implications for the future of brand impact measurement of online advertising campaigns.