The Cross-Channel Measurement Decision Guide is intended for marketers, agency teams, and measurement partners who must weigh evidence from methods such as marketing mix modeling, incrementality testing, and attribution, particularly when the methods appear to tell different stories.
It is now open for a 15-day public comment period, through November 4, 2026.
Developed as part of Project Eidos, the decision-first guide advances IAB’s work to help marketers use cross-channel measurement evidence to make better-informed investment and optimization decisions. The framework contains three connected pieces to help with this process:
- Decision Guide: Introduces the decision-first . . .
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