IAB Launches Project Eidos to Standardise Media Measurement
The initiative brings together 30 companies to address trust gaps in AI-powered measurement and modernise marketing mix modelling.
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The Interactive Advertising Bureau (IAB) has introduced Project Eidos, an industry-wide initiative aimed at addressing marketer concerns around advanced measurement metrics and the growing role of artificial intelligence.
The programme was unveiled at the IAB Annual Leadership Meeting in Palm Springs, California.
Project Eidos brings together leaders from 30 marketing organisations across commerce, media, measurement and experience. Participating companies include Amazon Ads, Google, WPP and Unilever.
The initiative aims to develop an interoperable approach to measurement, accountability and AI-readiness. It seeks to replace channel-by-channel measurement frameworks with shared constructs and consistent language designed to scale and remain resilient to privacy regulation.
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The move follows findings in the IAB’s 2026 State of Data report. Among buy-side users of AI-powered data measurement, between 60% and 75% said the approach falls short on rigour, timeliness, trust and efficiency. None of those surveyed believed that all paid channels are represented in the current marketing mix models.
According to the report, current marketing and media performance tools are not aligned with today’s fragmented media environment. Privacy regulations and platform changes have contributed to data being dispersed across disconnected systems. This makes it difficult to link media exposure to business outcomes.
Without reliable measurement of attribution, incrementality and return on investment, marketing mix models may not reflect consumer media consumption patterns. As a result, media investment can be misaligned with performance objectives.
The IAB said artificial intelligence has the potential to unify data, automate analysis and increase measurement speed. However, concerns remain around transparency, governance and data quality. The report noted that AI could reinforce existing “black box” decision-making if standards are not improved.
Buy-side executives estimate that AI-powered advanced measurement could unlock more than $26billion in media investment and $6.2billion in productivity gains over the next one to two years. At the same time, fewer than 40% of respondents said they have developed, or plan to develop, solutions to address legal, security and data quality risks.
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Project Eidos will focus on building shared data structures, classifications and flows to support interoperable systems. It also aims to enable cross-channel outcome measurement, attribution and incrementality, alongside a modernised approach to media mix modelling.
A new Media Advisory Committee within the IAB will guide the initiative. The committee includes representatives from brands, agencies, publishers, platforms and measurement firms, including Meta and the National Football League.
For marketers, the development reflects growing pressure to establish consistent, transparent and privacy-aware measurement frameworks as AI adoption accelerates.
