The IAB Formalizes Its Measurement Initiatives Under Its New 'Project Eidos' | AdExchanger

"And little wonder, too, that the IAB unveiled its Project Eidos on Monday, a new program uniting its numerous measurement initiatives under one banner. "Eidos" comes from the Greek, which means "to see." The push for clearer measurement is part of a broader shift in the online ad industry to embrace "privacy by design" and modern attribution tools, such as incrementality testing and data-driven media mix modeling (MMM), said Angelina Eng, VP of the IAB Measurement Center."

"But these are only "workarounds and Band-Aids," Eng told AdExchanger. For years, she said, the industry has relied on "digital duct tape" to fix its campaign measurement problems. The solution, in her view, is to bring identity data measurement and standardization initiatives under one umbrella. Thus, Project Eidos. So, what's new? There's not much that's new with Project Eidos, actually, and that's the point."

"Whether planning a campaign or measuring its impact, the online ad industry still struggles to establish consistent definitions for many basic terms. It may sound simple to fix, but agreeing on those definitions has proven to be an intractably difficult problem. Take the booming video and CTV media channels. "Does television count as video?" Eng said. Or should it go by "advanced video" or "CTV"? And shouldn't CTV be definitionally distinct from linear television ads?"

Project Eidos centralizes numerous IAB measurement and identity-data standardization initiatives to harmonize measurement practices across the online ad ecosystem. The initiative responds to persistent campaign measurement failures that leave advertisers effectively flying blind and accelerate reliance on AI automation. The industry is moving toward privacy-by-design and modern attribution techniques like incrementality testing and data-driven media mix modeling, yet many of those approaches function as temporary workarounds. Stakeholders continue to struggle to agree on consistent definitions for common terms and channels—especially around video, CTV, and linear television—complicating planning and impact measurement. Eidos aims to unify standards and reduce fragmentation.

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