Our Mission

Mission

The collection and use of data to reach audiences and measure online advertising campaigns is central to powering the digital advertising ecosystem. The Measurement, Addressability & Data Center aims to provide essential industry guidance and education on solutions amid changes in underlying technology, privacy regulations in a constantly evolving ecosystem.

The Measurement, Addressability & Data (MAD) Center focuses on the following initiatives:

  • Measurement & Attribution
  • Addressability
  • Privacy
  • Retail Media
  • State of Data

Learn more about our State of Data initiative and download the latest reports here.

Our Work

  • Develop measurement and addressability standards, best practices, and guidelines for digital media
  • Identify requirements for improving data assets for brand suitability, brand safety, transparency, and trust
  • Provide updated standard IAB Terms & Conditions to allow companies to transact more efficiently
  • Guidance on new addressability and measurement solutions of known and unknown audiences and/or changes in the marketplace.
  • Accelerate the development of effective emerging markets, such as retail media networks, data clean rooms, etc.
Interested in participating in Measurement, Addressability & Data Center initiatives?
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Who We Are

Who We Are

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Our Initiatives

Our Initiatives

  • IAB’s Retail Media Advanced Measurement & Data Collaboration guide delves into incrementality measurement, highlights the role of data collaboration, and provides actionable insights for moving forward and driving retail media success. Key highlights include: Incrementality in Retail Media: Essential for measuring true marketing impact, especially within retail’s closed-loop ecosystem. Challenges in Data Integration: Walled gardens … Continued
    Read More  
  • IAB’s Retail Media Advanced Measurement & Data Collaboration guide delves into incrementality measurement, highlights the role of data collaboration, and provides actionable insights for moving forward and driving retail media success. Key highlights include: Incrementality in Retail Media: Essential for measuring true marketing impact, especially within retail’s closed-loop ecosystem. Challenges in Data Integration: Walled gardens … Continued
    Read More  
  • IAB’s Retail Media Advanced Measurement & Data Collaboration guide delves into incrementality measurement, highlights the role of data collaboration, and provides actionable insights for moving forward and driving retail media success. Key highlights include: Incrementality in Retail Media: Essential for measuring true marketing impact, especially within retail’s closed-loop ecosystem. Challenges in Data Integration: Walled gardens … Continued
    Read More  
  • IAB’s Retail Media Advanced Measurement & Data Collaboration guide delves into incrementality measurement, highlights the role of data collaboration, and provides actionable insights for moving forward and driving retail media success. Key highlights include: Incrementality in Retail Media: Essential for measuring true marketing impact, especially within retail’s closed-loop ecosystem. Challenges in Data Integration: Walled gardens … Continued
    Read More  
  • Addressability
    Addressability
    IAB’s Retail Media Advanced Measurement & Data Collaboration guide delves into incrementality measurement, highlights the role of data collaboration, and provides actionable insights for moving forward and driving retail media success. Key highlights include: Incrementality in Retail Media: Essential for measuring true marketing impact, especially within retail’s closed-loop ecosystem. Challenges in Data Integration: Walled gardens … Continued
    Read More
  • Measurement
    Measurement
    IAB’s Retail Media Advanced Measurement & Data Collaboration guide delves into incrementality measurement, highlights the role of data collaboration, and provides actionable insights for moving forward and driving retail media success. Key highlights include: Incrementality in Retail Media: Essential for measuring true marketing impact, especially within retail’s closed-loop ecosystem. Challenges in Data Integration: Walled gardens … Continued
    Read More
  • Privacy
    Privacy
    IAB’s Retail Media Advanced Measurement & Data Collaboration guide delves into incrementality measurement, highlights the role of data collaboration, and provides actionable insights for moving forward and driving retail media success. Key highlights include: Incrementality in Retail Media: Essential for measuring true marketing impact, especially within retail’s closed-loop ecosystem. Challenges in Data Integration: Walled gardens … Continued
    Read More
  • IAB State of Data Reports
    IAB State of Data Reports
    IAB’s Retail Media Advanced Measurement & Data Collaboration guide delves into incrementality measurement, highlights the role of data collaboration, and provides actionable insights for moving forward and driving retail media success. Key highlights include: Incrementality in Retail Media: Essential for measuring true marketing impact, especially within retail’s closed-loop ecosystem. Challenges in Data Integration: Walled gardens … Continued
    Read More

Recent Updates

Updates from the Measurement, Addressability & Data Center

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