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Project Eidos

Table of Contents

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.

Key Areas of Focus

Key Areas of Focus

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Project Eidos focuses on three areas where industry alignment is most urgently needed.

Unifying and Harmonizing Measurement

Shared structures, classifications, and data conventions to improve consistency and comparability across channels, reducing fragmentation and the need for downstream normalization and reconciliation.

Cross-Channel Outcomes, Attribution, and Incrementality

A unified approach to outcomes and the modeling frameworks needed to connect media exposure to outcomes and support consistent attribution and incrementality measurement across media environments.

Modernizing Marketing Mix Modeling

Privacy-ready, comparable MMM approaches with standardized inputs and outputs that support clearer ROI interpretation, more consistent cross-channel representation, and better decision-making at both strategic and tactical levels.

What Project Eidos Produces

What Project Eidos Produces

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Project Eidos serves as the unifying initiative for all IAB measurement-related work, providing a single point of alignment across IAB’s measurement efforts.

Project Eidos produces business-level measurement frameworks, guidance, and supporting tools designed for real-world adoption. These outputs address underlying structural challenges in measurement—not channel-specific workarounds or short-term fixes.

Work spans outcomes, attribution, and incrementality; marketing mix modeling and advanced analytics; emerging channels like creator-led media, gaming, and retail media; audio and video measurement; and privacy-by-design data approaches that support AI-enabled, scalable measurement systems. Where appropriate, this work informs related technical standards developed through IAB Tech Lab.

IAB will release drafts throughout the year for public comment, with final versions published as consensus is reached. These workstreams are already underway.

The IAB State of Data Report serves as the foundational baseline for Project Eidos in 2026, informing priorities, identifying systemic gaps, and grounding the initiative in real-world conditions.

How to Engage

How to Engage

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Opportunities to engage with Project Eidos include participation through the Measurement Advisory Committee, engagement across IAB’s Centers of Excellence, and public comment periods.

Measurement Advisory Committee

The Measurement Advisory Committee is composed of board members from IAB’s Centers of Excellence and AI Strategic Initiatives and provides strategic guidance and direction for Project Eidos. Participation on the Committee is limited to board members and additional invited experts.

Learn More

Measurement initiatives led by IAB Centers

Measurement initiatives led by individual IAB Centers are developed through their respective committees, working groups, or task forces. For a current list of active groups, see IAB’s Committees & Councils, and check back regularly as new groups are formed.

Committees & Councils

Public Comment

When relevant, all interested parties are encouraged to provide input during public comment periods. Public comment is a formal part of IAB’s process, giving the broader industry an opportunity to review draft frameworks and guidance, submit feedback, and help shape the final outputs before they are published.

Organizations interested in becoming IAB members can reach out to [email protected]. For more information about Project Eidos, please contact [email protected].

FAQ

FAQ

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What is IAB Project Eidos?

Project Eidos addresses fragmentation, inconsistency, and lack of comparability in measurement. It aligns principles and frameworks so different methodologies can work together more effectively.

What are the main focus areas of Project Eidos?

Unifying and harmonizing measurement, aligning cross-channel outcomes and modeling approaches, and modernizing marketing mix modeling with privacy-ready, comparable practices.

Who should participate, and what makes Project Eidos different?

Project Eidos is designed for industry leaders across brands, agencies, publishers, ad tech, and measurement providers. Participation is open to companies holding a board seat across IAB’s Centers of Excellence (Media, Experience, Commerce, and Measurement) and AI Strategic Initiatives. Participation outside of these groups is by invitation. For more information about Project Eidos, please contact [email protected].

What distinguishes Project Eidos is its focus on business-level measurement principles and frameworks that bring consistency across the industry, coordinated across IAB and aligned with technical standards efforts where appropriate.

Is Project Eidos prescriptive or tied to a single measurement methodology?

No. Project Eidos does not mandate specific models, vendors, or approaches. Its role is to provide shared structure and clarity so different methodologies can be applied, compared, and interpreted with greater consistency and confidence.

Why should I participate in Project Eidos?

Participation gives organizations an opportunity to help shape the principles and frameworks that will influence how measurement is evaluated and compared across the industry. It provides early visibility into emerging approaches, a voice in aligning measurement practices across channels, and a chance to contribute to work designed to improve confidence, consistency, and long-term usability of measurement in a privacy-first, AI-enabled environment.

Who is Participating?

Check out companies and participants on IAB’s Measurement Advisory Committee!

Unlock exclusive insights, networking, and industry standards.

Connect with our Membership Team!

Additional Measurement Resources

Additional Measurement Resources

State of Data Reports

Modernizing MMM Best Practices for Marketers

Cross-Channel Measurement: Implementation Playbook + Best Practices Guide

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All Resources

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