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IAB Europe
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- 1Cancelled bookings still count as sales in IAB Europe travel ad draft▼Cancelled bookings still count as sales in IAB Europe's travel ad draft
A draft from IAB Europe on travel advertising measurement would count cancelled bookings as sales, meaning advertisers could be billed for conversions that never resulted in travel. Critics in the digital advertising industry argue the approach inflates reported performance and shifts costs onto brands, sparking debate over how travel conversions should be measured and attributed.