Measurement powers the digital advertising ecosystem. It’s the basis for knowing whether a target goal was achieved and how ads performed. The metrics generated are the standardized currency for our industry. IAB provides guidance on how to measure media and audiences across platforms amid changes in underlying technology as well as suggest best practices and guidelines for measurement and attribution, brand safety, data quality, data transparency, consumer trust, etc.
Upcoming Events
Upcoming Events of Measurement
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Oct 20
2026
Webinar - IAB
Nearly everyone building AI for advertising is solving for the audience. The models keep getting better at identifying the right customer. Fewer people are asking what happens to that prediction once a buyer tries to act on it.
TV is where that qu...
Oct 21
2026
Brand Academy - Online
Mobile gaming offers brands a powerful opportunity to reach highly engaged consumers at scale—but succeeding in these environments requires more than adapting standard digital ads to a smaller screen. To drive meaningful impact, brands need the rig...
FREE
Nov 13
2026
Webinar - IAB
As consumers increasingly turn to ChatGPT, Google Gemini, Microsoft Copilot, and other AI systems for product recommendations, traditional attribution signals like impressions, clicks, and referral IDs can become harder to track or misclassify.
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