IAB Announces Project Eidos: A Comprehensive, Interdisciplinary Initiative to Fundamentally Modernize Ad Measurement

IAB launches Project Eidos to reform ad campaign measurement

(Graphic by The Desk) The Interactive Advertising Bureau (IAB) has unveiled a new, multi-year initiative aimed at overhauling how advertising and marketing performance is measured across media channels, positioning the effort as a response to growing industry skepticism around the reliability of advanced measurement tools. The announcement was made early Monday morning during the 2026 IAB Annual Leadership Meeting, where IAB CEO David Cohen intr…

IAB Announces Project Eidos: A Comprehensive, Interdisciplinary Initiative to Fundamentally Modernize Ad Measurement

/PRNewswire/ -- Today, at the 2026 IAB Annual Leadership Meeting (ALM), CEO David Cohen announced Project Eidos, a coordinated, industry-wide effort to...

IAB seeks to standardize interoperable media measurement

Artificial intelligence risks reinforcing the black-box decisions that marketers are forced to make with current measurement systems, per a new IAB report.

IAB consolidates measurement standards and AI efforts under new “Project Eidos”

The Interactive Advertising Bureau has launched Project Eidos, a new umbrella initiative designed to consolidate and formalize its advertising measurement work.

IAB Launches Project Eidos To Modernize Ad, Marketing Measurement

The multi-year project aims to replace today’s channel-by-channel measurement

How AI Is Changing the Business Of Data and Measurement

The huge amount of data available to marketers appears to be a double-edged sword.While a big majority of buyers have adopted various forms of advanced measurement using the data available, most have discovered major shortcomings as they attempt to plug the data into their marketing mix models, according to the IAB’s new State of Data 2026 report, which was released at the group's annual leadership meeting this week.Because so far, measurement o…