✉news LifeTravel first seen 7 h ago, last 35 min ago, peak #12
IAB Europe draft counts cancelled bookings as sales
Original: Cancelled bookings still count as sales in IAB Europe's travel ad draft
IAB Europe's draft guidance on travel advertising defines sales in a way that includes bookings later cancelled, meaning advertisers could be billed for conversions that never result in travel. The proposal has drawn criticism from advertisers who argue it inflates the value of travel ad campaigns. The standards body's measurement rules shape how the European digital ad industry reports campaign performance.
Why now: Industry stakeholders are scrutinising draft measurement standards that could affect how travel ad performance and costs are calculated.
Evidence
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