IAB has finalized The Measurement Services Addendum v1.0, intended for use between any company — including advertisers, agencies, publishers, media owners, platforms, and measurement providers — that contracts for advertising measurement, verification, attribution, analytics, or related services.
The framework builds on IAB’s recently finalized modular contracting structure, released May 18, 2026, including the General Terms v1.1 and Direct Buy Addendum v1.0.
The release is designed to reduce contractual fragmentation, streamline negotiations, improve operational efficiency, and promote greater consistency across the digital advertising ecosystem. Companies may adopt the framework as written or selectively incorporate provisions into existing agreements and templates.
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