IAB Launches Project Eidos to Overhaul Ad Measurement Standards

Event summary

  • IAB's Project Eidos aims to modernize ad measurement with a multi-year, industry-wide initiative announced on February 2, 2026.
  • The project seeks to unify measurement standards across all channels, addressing foundational issues that have undermined measurement for years.
  • IAB State of Data 2026 report reveals that AI-driven improvements could unlock $32B in media investment and productivity value within 1-2 years.
  • Project Eidos will focus on unifying measurement, cross-channel outcomes, and modernizing Marketing Mix Modeling (MMM).
  • Over 40 participating companies, including Amazon Ads, Google, Meta, and General Motors, are involved in the initiative.

The big picture

Project Eidos addresses the growing disconnect between advanced measurement adoption and eroding confidence in results. As media complexity increases, the lack of alignment across measurement approaches has become a significant constraint. The initiative aims to rebuild confidence in advertising performance measurement, which is critical for driving sustainable growth in the digital economy. The involvement of major players like Amazon Ads, Google, and General Motors underscores the strategic importance of this effort.

What we're watching

AI Integration
How AI will materially improve advanced measurement within 1-2 years and unlock $32B in value.
Industry Collaboration
Whether the coordinated effort among 40+ companies can successfully unify measurement standards across all channels.
Regulatory Compliance
The pace at which legal and security risks, accuracy, and data quality concerns will be addressed and mitigated.