Project Eidos: Campaign Taxonomy 1.0 on track for May
Since launching Project Eidos in February, the Measurement Advisory Committee (MAC) has been meeting bi-weekly to develop the industry’s first set of foundational measurement standards. The group, 85 members across approximately 50 companies, has been focused on one of the most consistently cited pain points in cross-channel measurement: the absence of a common structure for campaign data.
Project Eidos is IAB’s industry-wide initiative to modernize advertising and marketing measurement by addressing how campaign data is structured, classified, and connected. The MAC, which spans agencies, brands, publishers, platforms, and measurement providers, serves as its primary working body, ensuring every output is grounded in how measurement actually operates across the ecosystem.
The challenge the group is tackling is familiar to anyone working in measurement. Brands, agencies, and platforms all collect campaign data, but they don’t structure it the same way. The same ad inventory gets labeled differently across systems. Placement classifications don’t match. Naming conventions vary by organization, team, or tool. Before any meaningful analysis can happen, teams spend significant time just translating and reconciling data across sources. More effort goes into preparing it than learning from it.
Where we are
The MAC’s first output is nearly ready: a draft taxonomy framework that will serve as the basis for Campaign Taxonomy 1.0, on track for public comment in May.
The framework establishes a consistent, scalable way to classify campaign data across channels and environments, covering how media channels, formats, and placements are defined at a level of granularity that supports cross-channel measurement without becoming impractical to adopt.
In practice, this means standardized data fields for campaign placements and ad inventory: ad position (pre-, mid-, post-roll), pod placement, format attributes, and more. These are the structural details that determine whether measurement results can be aligned and compared across channels. Right now, they’re defined differently almost everywhere. This initial release is designed as an intentional baseline, one that will be tested, refined, and iterated on as adoption grows and the industry weighs in.
Check out this LinkedIn Live conversation between Angelina Eng, VP of the Measurement Center at IAB, and Isaac Lindberg, SVP, Data and Analysis at Digitas titled, Modernizing Measurement with Project Eidos
What’s next
The draft taxonomy will be published for public comment in May. This is the broader industry’s opportunity to pressure-test the framework against real-world execution before it’s finalized. If you’re working in measurement, planning, or data operations, your input directly shapes what becomes the standard.
In parallel with the public comment period, Project Eidos is moving into its next workstream: developing Outcomes Measurement Reporting Standards for Attribution and Incrementality.
This phase isn’t about redefining how metrics are counted. It’s about what needs to be reported, what underlying data is required, and what transparency standards are necessary to make results comparable across methodologies. The work will address root-cause gaps including signal loss, fragmented data, inconsistent implementation, and limited transparency, and produce actionable reporting requirements rather than just recommendations.
The objective is a common reporting foundation that connects exposure, engagement, and outcomes consistently across channels. Without alignment at the data level, measurement progress stays incremental. Project Eidos is how the industry closes that gap.
Want to learn more about Project Eidos or get involved? Reach out to [email protected].
