Overview
Project Eidos brings consistency to measurement across a fragmented industry, enabling AI-driven, privacy-by-design measurement.
Marketing measurement is under strain. Signals are disappearing. Data is fragmented across the industry. Outcomes vary by definition. And as AI accelerates how measurement is built and scaled, confidence in the answers has not kept pace.
Project Eidos is IAB’s industry-wide initiative to address this challenge by defining the principles, standards, and frameworks that guide how measurement is developed, evaluated, and compared across the industry. The initiative is intentionally focused on addressing the underlying structural issues in measurement—rather than introducing point solutions, temporary fixes, or channel-specific workarounds.
Led by IAB’s Measurement Center and guided by the Measurement Advisory Committee, Project Eidos brings together expertise across IAB’s Centers of Excellence and AI Strategic Initiatives to provide shared direction for modern measurement. This work is designed to strengthen the foundation measurement is built on, so future tools, models, and methodologies can scale with greater consistency and confidence.
Project Eidos is about alignment, not replacement. It helps existing measurement approaches work together with greater consistency and trust, without mandating specific models, vendors, or methodologies. By focusing on common constructs and shared frameworks, Project Eidos reduces the need for manual reconciliation, custom logic, and downstream fixes that have become common across the industry.
The name Eidos comes from Greek origin, meaning “to see” or “to form an idea,” reflecting the initiative’s goal of bringing clarity and coherence to modern measurement.
