As digital video formats continue to expand across web, social, CTV, and streaming platforms, the ability to consistently measure them has become more complicated—and more essential. From impression delivery to audience reach to outcome attribution, the signals, standards, and methodologies vary widely across environments.
The IAB Anatomy Series was created to help the industry navigate that complexity.
These educational guides break down the building blocks of video measurement—impressions, reach, and outcomes—to support greater transparency, consistency, and accountability across digital video advertising.
Whether you’re activating a campaign, reconciling measurement outputs, or assessing technology partners, this series equips you to ask the right questions and make smarter, data-driven decisions.
Anatomy of a Video . . .
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