The IAB Cross-Channel Measurement Playbook helps marketers unify data across platforms to better track performance. It provides a step-by-step framework covering goal setting, audits, data strategy, attribution modeling, and analytics. It highlights 20 common mistakes—like poor stakeholder alignment, data silos, or ignoring UX—and offers fixes to boost accuracy and impact. Emphasizing continuous improvement, it urges frequent audits, team collaboration, and trend adaptation. The guide supports scalable, privacy-compliant, and effective measurement strategies in today's complex digital environment.

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