They're calling on the industry to challenge convention, offer new insight, and help the sector move toward a more measurable, accountable future.
Natalie Stanbury: 'The paper advocates not waiting out tough economic conditions... but instead, rebalancing budget across the funnel.'
"Understanding the capabilities and challenges Connected TV as a device poses to our industry is critically important."
The module is part of IAB's Ad Effectiveness Council's marketing measurement innovation series.
