NEW YORK —The Interactive Advertising Bureau has announced Project Eidos, an industry-wide effort to modernize advertising and marketing measurement, at its 2026 Annual Leadership Meeting.

NEW YORK, Feb. 2, 2026 /PRNewswire/ -- Today, at the 2026 IAB Annual Leadership Meeting (ALM), CEO David Cohen announced Project Eidos, a coordinated, industry-wide effort to fundamentally modernize ...

For online advertisers, managing campaigns these days can feel like flying blind in a black box. No wonder ad buyers are so willing to hand the keys off to AI copilots and bots. And little wonder, too ...

The Interactive Advertising Bureau (IAB) has unveiled a new, multi-year initiative aimed at overhauling how advertising and marketing performance is measured across media channels, positioning the ...

In my opinion, one of the holy grails that companies are searching for is an easy way to determine the business value of projects. The bad news is that there's usually not an easy way. If a project ...

IAB State of Data 2026 Report Reveals Buy-Side Believes AI-Driven Improvements in Advanced Measurement Could Help Unlock $32B in 1-2 Years NEW YORK, Feb. 2, 2026 /PRNewswire/ -- Today, at the 2026 IAB ...