Vector control has been a key factor in the progress towards malaria elimination.1 From 2001 to 2015, of the 663 million cases of malaria prevented, 68% were estimated to have been due to vector control products such as long-lasting insecticide nets (LLINs).2 This progress might be threatened, however, by insecticide resistance to pyrethroids, which are currently the main WHO-recommended chemical component of LLINs.3 Since pyrethroid resistance was confirmed (in 60 countries in 2015),3 the vector control market has seen unprecedented innovation, including next-generation LLINs treated with synergist components and other classes of insecticides.4 On Oct 27, 2017, Unitaid released a call for investment proposals that aim to speed up market entry of next-generation LLINs.5 Despite being well intentioned, this initiative does not resolve another substantial challenge that the current vector control market presents for the malaria community—namely how to establish the comparative effectiveness of next-generation vector control products.