Measurement and evaluation of online advertising - The Irish market

The development of online advertising has had a huge impact on marketing and its accountability is often held up as one of the main advantages over traditional advertising. But just how are online advertising campaigns measured and evaluated and what does the future hold for this area of advertising? The purpose of the work is to identify how Irish marketing professionals measure and evaluate online advertising campaigns what challenges they face how online is changing the advertising landscape and to predict what the future holds for online advertising.