Isba partners with Ebiquity on effectiveness and attribution project

The Incorporated Society of British Advertisers (ISBA) and marketing consultancy Ebiquity have joined forces with the goal of providing insight and improving industry standards in marketing effectiveness and attribution.
It marks one of the few partnerships that ISBA has established to help deliver against its manifesto, which includes a focus on marketing effectiveness.
The advertising body said that one of the first projects the duo will undertake is an assessment of the various models in the