Project Eidos: Modernising Ad Measurement (IAB U.S.)

Project Eidos is a new initiative from IAB U.S that aims to bring consistency to measurement across a fragmented industry, enabling AI-driven, privacy-by-design measurement.

Project Eidos, is a coordinated, industry-wide effort to fundamentally modernise advertising and marketing measurement. It takes its name from the Greek verb “to see,” reflecting the initiative’s goal of bringing clarity, consistency, and confidence to modern media measurement. A holistic, 360-degree multi-year measurement project, Project Eidos brings together industry leaders from every IAB Center of Excellence, board members from Commerce, Experience, Measurement, Media, and beyond.

The urgent need for Project Eidos is underscored by the IAB U.S. State of Data 2026: The AI-Powered Measurement Transformation Report based on a survey of over 400 senior decision-makers at brands and agencies with expertise in planning or analytics, conducted in partnership with BWG Global.

To better understand the current state of AI adoption in advanced measurement, the IAB State of Data 2026 report examined how AI is being applied today, what value it’s delivering, and what measurable improvements it can realistically drive over the next 1-2 years.The findings reveal critical insights into adoption trends, practical use cases, and the challenges organisations face when integrating AI into measurement processes:

One of the most important things the report reveals is AI’s potential for improving measurement. But there are major concerns related to legal and security risks, accuracy, and data quality. We need to tackle problems that are systemic and foundational. Past workarounds and band-aid approaches have allowed the underlying issues to become worse over time.” - Angelina Eng, VP, Measurement Center, IAB U.S.

Working collectively with industry leaders, Project Eidos will replace today’s patchwork of channel-by-channel measurement with an interoperable approach based on shared constructs and consistent language that deliver scalable, privacy-resilient measurement across all channels, including clear standards for Marketing Mix Modeling (MMM). It is meant to work in the here and now, and be sturdy enough to withstand the future.

Specifically, Project Eidos will focus on:

1. Unifying & Harmonising Measurement - creating shared structures, classifications, and data flows that allow the ecosystem to speak the same measurement language and build interoperable systems.
2. Cross-Channel Outcomes, Attribution & Incrementality - developing a unified but flexible approach that connects exposure to outcomes and enables consistent attribution and incrementality measurement across channels.
3. Modernizing MMM - establishing a modern, comparable approach to MMM built on standardised, privacy-ready inputs, enabling consistent ROI signals, actionable budget guidance, and cross-channel comparisons across diverse channels, strategies, and tactics.

To learn more about Project Eidos, visit iab.com/project-eidos

For further information or to become an IAB New Zealand Member, please get in touch.