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IAB Introduces Project Eidos

On February 2, 2026, during the IAB Annual Leadership Meeting, CEO David Cohen unveiled an innovative initiative titled Project Eidos, aimed at overhauling the current advertising measurement landscape. In a world where advanced measurement tools are widely employed yet yield inconsistent results, Project Eidos seeks to establish a foundation for clarity and reliability in media measurement.

Cohen's remarks emphasized the urgent need for this initiative, proclaiming, "The time for a single-channel fix or a one-off framework has passed." He urged industry players to confront systemic challenges that have long plagued measurement practices in advertising. The term Eidos, originating from Greek and meaning "to see," encapsulates the essence of the initiative: fostering transparency, cohesiveness, and trust in the measurement processes across various advertising platforms.

The Need for a Comprehensive Approach

Recent findings from the IAB's State of Data 2026 report spotlight the critical necessity for Project Eidos. Conducted in collaboration with BWG Global, this report surveyed over 400 senior decision-makers in brands and agencies, revealing that while advanced measurement tools are extensively utilized, they often fail to meet expectations regarding accuracy, timeliness, and efficiency. Alarmingly, 60-75% of users expressed dissatisfaction with the current tools, emphasizing a lack of rigour in measuring all paid channels adequately.

Moreover, the potential for AI-driven advancements was highlighted, with respondents believing that significant improvements to measurement methodologies could unlock vast sums of media investment, amounting to approximately $32 billion in the next two years. However, concerns remain regarding legal, security, and data quality issues tied to AI applications in measurement.

Project Eidos: A Multilateral Effort

Project Eidos will unite key stakeholders—ranging from brands and agencies to measurement companies—under a shared objective of creating a coherent measurement framework. This holistic approach aims to replace fragmented methods that currently characterize advertising measurement. Cohen emphasized that no single methodology exists to address every measurement query; thus, fostering compatibility between diverse approaches will be crucial in tackling the complexities of modern media.

The primary goals of Project Eidos include:

• - Harmonizing Measurement: Establishing standardized structures and language that facilitate interoperability among various advertising mediums.
• - Cross-Channel Attribution: Innovating a flexible system that links exposure to outcomes, improving attribution accuracy across different channels.
• - Modernizing Marketing Mix Modeling (MMM): Developing a contemporary, comparable approach to MMM with privacy-compliant inputs, guiding actionable budgetary decisions and ROI assessments.

Industry leaders, including Shenan Reed from General Motors, voiced their support for Eidos, underscoring the importance of transparency and accountability in enhancing consumer advertising experiences.

Collaborating for Future Success

As part of this endeavor, the IAB has engaged its newly formed Measurement Advisory Committee. This committee comprises experts from various sectors, enabling a collaborative dialogue to refine measurement standards and practices. By harnessing the insights and expertise of its advisors, Project Eidos aims to reshape how the advertising ecosystem functions in a digitally driven era.

Various notable companies—such as Amazon Ads, Google, and the National Football League—are already onboarded, illustrating the broad base of support for this initiative.

In summary, with Project Eidos, the IAB endeavors to rigorously address the challenges inherent in advertising measurement. This initiative promises an updated framework that successfully integrates innovative technology with industry-wide standards, ultimately fostering trust and reliability in media performance assessments.