Mission
The Measurement Center drives industry alignment to reduce fragmentation and inconsistency in how advertising performance is defined, measured, and reported. Our mission is to establish scalable, privacy-by-design measurement practices that give marketers and media owners a clear, comparable view of exposure, reach, attention, engagement, and outcomes across channels. Through research, education, and collaboration, including IAB’s State of Data initiative, the Center helps the industry navigate the evolving data, privacy, and measurement landscape. We focus on:
- Defining data standards that enable cross-channel measurement, attribution, incrementality, and Marketing Mix Modeling (MMM)
- Advancing equitable methodologies across all media environments, including emerging ones like DOOH, podcast, and CTV
- Promoting privacy-conscious approaches that transform performance data into actionable insight
- Publishing the annual State of Data reports and hosting webinars that explore emerging challenges and solutions across data, measurement, and addressability
Learn more about IAB’s State of Data initiative, explore the latest reports and webinars, and access related insights on measurement, metrics, data, and privacy. Visit the State of Data Hub
Our Work
- Develop unified measurement standards that improve data quality, consistency, and interoperability across media.
- Establish interoperable data frameworks and taxonomies that build transparency, comparability, and trust while enabling AI-driven, analytics-ready measurement.
- Advance cross-channel methodologies for attribution, incrementality, and Marketing Mix Modeling (MMM) to deliver equitable and actionable insights.
- Provide guidance on emerging measurement solutions that balance innovation, privacy, and regulation.
- Strengthen media operations through standardized contractual frameworks, including the IAB Terms & Conditions, to improve efficiency and accountability across the ecosystem.