Navigating the Future of Advertising Measurement 

Navigating the Future of Advertising Measurement  1

The IAB Measurement Leadership Summit brought together over 100 industry leaders and experts to tackle the most pressing challenges in advertising data and measurement. As privacy regulations and technological changes reshape the landscape, attendees collaborated to develop strategies for navigating the future of digital advertising. Through thought-provoking sessions and interactive breakouts, participants explored innovative approaches to balancing user privacy and effective targeting, pivoting to probabilistic measurement, and fostering interoperability in a fragmented ecosystem. The summit set the agenda for the industry, outlining actionable plans and initiatives that IAB will spearhead through dedicated working groups to drive growth and success in a privacy-centric future.

Key Takeaways


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Jonah Goodhart, Mobian


1.The Currency and Measurement Conundrum

Industry leaders and experts explored the challenges and opportunities in developing universally accepted cross-channel metrics that balanced privacy, precision, and outcome-based success standards. Attendees gained insights into innovative approaches and cutting-edge solutions, including the responsible use of AI, to tackle the significant measurement problems facing the digital advertising ecosystem. The summit emphasized the need for a common framework to measure quality and performance across platforms, aligning metadata for seamless interoperability, and building a transparent and accurate foundation for addressability and attribution.


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Anthony Katsur, IAB Tech Lab; Jolyn Yao, Google; Dr. Jon Roberts, Dotdash Meredith; Mebrulin Francisco, EssenceMediacom


2.Balancing of Known and Unknown Audiences

As privacy regulations and technological changes reshape data collection and measurement, the summit addressed strategies for balancing the targeting of known and unknown audiences. Through thought-provoking sessions and interactive breakouts, attendees learned how to navigate the future of digital advertising by leveraging insights from the latest IAB State of Data 2024 Report. Discussions focused on preparing organizations to effectively reach and engage consumers while respecting user privacy preferences. Attendees agreed on the importance of developing privacy-compliant measurement solutions and providing guidance on balancing the targeting of known and unknown audiences in light of evolving regulations and technological changes.


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Jeffrey Bustos, IAB; Angelina Eng, IAB


3.Pivoting from Deterministic to Probabilistic Measurement

With the ad tech landscape undergoing significant shifts, the summit explored the industry’s pivot from deterministic to probabilistic measurement. Attendees collaborated with peers to rearchitect the foundation for targeting and attribution, ensuring data comparability and limiting wasteful ad spend in an evolving landscape with the adoption of probabilistic measurement solutions.


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Attendees at MLS


4.Interoperability in a Land of Walled Gardens

Attendees contributed to the development of a unified framework for determining advertising currency that could seamlessly adapt to the dynamic landscape. Discussions focused on fostering collaboration and standardization across the industry to enable effective measurement and optimize campaign performance in a privacy-centric future. The summit highlighted the need for bold, decisive action to address the lingering issues that have hindered progress, with IAB leading the charge in providing guidance and support to bring action plans to fruition.


Measurement Leadership Summit Spotlight Interviews

Hear from industry Leaders on their top takeaways from #IABMLS:
Ameneh Atai

Mebrulin Francisco

Sagar Ganapaneni

Jonah Goodhart

Meagan Perle

Praveen Menon

Kelly Barrett

Jon Roberts

Richy Glassberg

Travis Scoles


Thank You To All Attendees and Sponsors For A Great Event!

See You Next Year!

Additional Resources

  • IAB State of Data 2024 Report: This is the seventh year that IAB has released annual research about the State of Data, which addresses the challenges and solutions we are collectively experiencing as an industry for all things data. State of Data 2024 illustrates a time of strategic reassessment and innovation, driven by the necessity for privacy compliance and sustainable, consumer-friendly strategies. Companies that excel in adopting new data technologies and strategies are poised to lead.
  • IAB Measurement Leadership Summit 2024: Calculating the Path to Success: Check out Angelina’s blog/recap for a detailed look at the key takeaways, industry challenges, and the path forward for media measurement in a privacy-focused future.
  • IAB State Privacy Law Survey Results: provides insights from a recent survey of publishers, sell-side and buy-side ad tech companies, agencies, brands, and law firms regarding the implementation of the new state privacy laws and best practices.
  • IAB Diligence Platform: a hub powered by SafeGuard Privacy, enables companies to complete a questionnaire containing a standard set of privacy questions. These questions can be utilized for assessing their practices, vetting partners, and staying updated as legislation evolves.