IAB Launches 'Project Eidos' to Standardize Media Measurement, Tackle AI's 'Black Box' Problem
This analysis is based on a report originally published by Marketing Dive. For daily updates on marketing and media, subscribe to the free Marketing Dive newsletter.
The Interactive Advertising Bureau (IAB) has declared current marketing measurement tools "fundamentally broken," launching an ambitious standardization effort dubbed "Project Eidos." The project, named for the Greek verb "to see," seeks to replace today's siloed, channel-by-channel models with a unified framework built on shared constructs and a consistent language—designed for scalability and privacy resilience.
The move comes as artificial intelligence presents a double-edged sword for the industry. While AI promises to unify data sets, automate analysis, and dramatically increase measurement speed, the IAB's 2026 State of Data Report warns it risks cementing the very "black-box" decision-making marketers grapple with today. A lack of transparency and governance around AI's data quality leaves many unsure how to deploy it effectively now, or what its realistic future applications may be.
Despite the uncertainty, the potential financial upside is significant. Buy-side executives surveyed believe AI-powered measurement could unlock over $26 billion in media investment efficiency and $6.2 billion in productivity gains within two years. Yet, these same leaders voice strong concerns about legal risks, data security, and accuracy. Fewer than 40% have or are building solutions to address these challenges, highlighting a critical preparedness gap.
The push for standardization addresses problems far older than AI. Evolving privacy laws and platform shifts have fragmented data across disconnected systems, making it notoriously difficult to link ad exposure to business outcomes. With current models failing to reliably measure attribution, incrementality, and ROI—and often misaligned with modern consumer media habits—billions in ad spend remain disconnected from strategic goals.
Project Eidos will aim to develop the shared structures, classifications, and data flows needed for truly interoperable systems. Its goals include establishing cross-channel measurement for outcomes and attribution, and creating a modernized approach to media mix modeling.
The initiative will be steered by a newly formed IAB Media Advisory Committee, comprising senior leaders from brands, agencies, publishers, platforms, and measurement firms. Founding members include representatives from Albertson’s Media Collective, Amazon Ads, Google, Havas Media Network, Horizon Media, Meta, the NFL, Unilever, and WPP Media.
Industry Voices
David Chen, Chief Analytics Officer at a mid-sized agency: "This is the collaborative push we've needed for a decade. If we can agree on a common 'language' for measurement, it reduces friction and cost for everyone, from brands to publishers."
Maya Rodriguez, VP of Media at a consumer packaged goods company: "The focus on privacy-resilient design is non-negotiable. Any new standard must be built for a cookieless, regulated future, not just fix today's problems."
Alex Sterling, independent ad-tech consultant: "Another committee, another project with a fancy name. The IAB has been talking about measurement problems for years while the walled gardens have only grown stronger. This feels like rearranging deck chairs unless it has real teeth and adoption from the major platforms."
Sarah Lin, Head of Strategy at a digital publisher: "The $26 billion figure is a powerful motivator. If standardization can even capture a fraction of that wasted spend and redirect it to working media, it's a win for the entire ecosystem."
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