TY - JOUR T1 - “Does Anyone Really Know If Online Ad Campaigns Are Working?” JF - Journal of Advertising Research JO - J Advert Res SP - 354 LP - 373 DO - 10.2501/S002184991009152X VL - 50 IS - 4 AU - Paul J. Lavrakas AU - Sherrill Mane AU - Joe Laszlo Y1 - 2010/12/01 UR - http://www.journalofadvertisingresearch.com/content/50/4/354.abstract N2 - 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. ER -