A persistent challenge in cross-channel measurement is that everyone collects campaign data, but nobody structures it the same way - the same inventory gets labelled differently across platforms, classifications don't match, and naming conventions vary by tool. In the new IAB Pulse Webinar, Angelina Eng (VP, Measurement Centre of Excellence, IAB US), Rachel Mervis (Director of Programmatic, Quigley Simpson) and Chris Bruderle (VP, Industry Insights & Content Strategy) give an update on Project Eidos - the IAB's multi-year initiative to modernise measurement by replacing fragmented, channel-by-channel approaches with shared, interoperable, AI-ready and privacy-safe standards.
Project EIDOS is an IAB U.S. initiative that is aiming to address measurement challenges through a standardised measurement taxonomy - think of it as a Dewey Decimal System for campaign data in the future, where every channel, format and placement has a consistent classification that makes cross-channel comparison possible.
It is currently in development by an 85-member Measurement Advisory Committee spanning agencies, brands, publishers, platforms and measurement providers, and the framework will organise channels into sight, sound and motion buckets, bringing underrepresented environments like CTV, digital out-of-home, podcasts, gaming and the creator economy into the same structure as established digital channels.
When channels are harder to measure consistently, they tend to receive less investment, so a common taxonomy would level the playing field, giving emerging and growing channels the same measurement rigour as more established ones.
As AI takes a greater role in the digital advertising ecosystem, it requires structured, consistent data to function effectively. The goal is that Project EIDOS will provide that foundation and the planned taxonomy is designed to complement existing industry standards rather than replace them. Adoption is expected to be buy-side led initially, with publishers following as the framework helps them expose inventory more efficiently.
A pilot is planned within three months, with feedback on the mapping ecosystem expected within a year to feed into MMM and brand lift studies. As Rachel Mervis, Director of Programmatic at Quigley Simpson, noted: rolling out a new taxonomy is never easy, but it's always worth the squeeze.
If you want to find out more about Project Eidos you can watch the full IAB Pulse webinar 'Unifying & Harmonizing Campaign Data to Improve Measurement' with Angelina Eng, VP Measurement Centre of Excellence IAB US, Rachel Mervis, Director of Programmatic at Quigley Simpson, and host Chris Bruderle, VP Industry Insights & Content Strategy IAB US here
Or you can visit the IAB U.S. Project Eidos page for full details here