Interactive Advertising Bureau

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It鈥檚 the basis for knowing whether a target goal was achieved and how ads performed. The metrics generated are the standardized currency for our industry. IAB provides guidance on how to measure media and audiences across platforms amid changes in underlying technology as well as suggest best practices and guidelines for measurement and attribution, brand safety, data quality, data transparency, consumer trust, etc.</p> </p> </article> </div> </div> </div> <div class="toc-hidden article__content"><h3 class="toc">Featured Content</h3></div><div class="toc-hidden clearfix"></div><div class="topic-featured uk-container-xlarge uk-padding-large uk-padding-remove-top"> <div class="uk-align-left"></div> <div class="uk-align-right browse-more-link uk-visible@m"> </div> <div class="clearfix"></div> <div uk-grid class="uk-child-width-1-2@m "> <div> <div class="uk-cover-container uk-position-relative uk-height-medium"> <a class="uk-link-reset" href="https://www.iab.com/insights/retail-media-measurement-guidelines/" > <div class="black-background-overlay uk-height-medium uk-width-1-1"></div> <div class="xxx-module-featured uk-background-cover uk-background-center-center uk-background-norepeat uk-height-medium uk-width-1-1">  <img style="object-fit: cover; height: 100%; object-position: 32.75% 36.93%" src="https://www.iab.com/wp-content/uploads/2023/09/iab-mrc-retail-media-measurement-guidelines-1024x312.png" alt="IAB onError="this.onerror=null;this.src='https://www.iab.com/wp-content/themes/iab/assets/img/placeholder-large.jpg'"/> <div class="uk-overlay uk-light uk-position-bottom"> <h4 class="module-headline2">Final IAB/MRC Retail Media Measurement Guidelines Available for Download</h4> </div> </div> </a> </div> </div> <div> <div class="uk-cover-container uk-position-relative uk-height-medium"> <a class="uk-link-reset" href="https://www.iab.com/insights/state-of-data-2023/" > <div class="black-background-overlay uk-height-medium uk-width-1-1"></div> <div class="xxx-module-featured uk-background-cover uk-background-center-center uk-background-norepeat uk-height-medium uk-width-1-1">  <img style="object-fit: cover; height: 100%; object-position: 50.00% 50.00%" src="https://www.iab.com/wp-content/uploads/2023/01/state-of-data-2023.png" alt="State of Data 2023 onError="this.onerror=null;this.src='https://www.iab.com/wp-content/themes/iab/assets/img/placeholder-large.jpg'"/> <div class="uk-overlay uk-light uk-position-bottom"> <h4 class="module-headline2">State of Data 2023: Data Clean Rooms & the Democratization of Data in the Privacy-Centric Ecosystem</h4> </div> </div> </a> </div> </div> </div> </div><div class="toc-hidden article__content"><h3 class="toc">Upcoming Events</h3></div><div class="toc-hidden clearfix"></div><div class="module-browse uk-container-xlarge"> <section class="module-featured-events"> <div class="module-heading uk-flex"> <h1 class="uk-width-expand">Upcoming Events of Measurement</h1> <a href="https://www.iab.com/events/?topic=measurement" class="uk-text-decoration-none uk-text-uppercase all-events-link"> See all events <span class="primary-link-black"></span> </a> </div> <div class="uk-grid events-container"> <div class="uk-width-1-1"> <hr class="events-separator"> </div> <div class="uk-width-1-1 featured-event"> <div class="uk-grid" uk-grid>  <div class="uk-width-1-4 event-date-column"> <span class="event-date-text module-alt-subtitle uk-text-uppercase"> <div class="event-dates"> Dec 5 </div> <div class="event-dates"> 2024 </div> </span> <div class="topics uk-text-capitalize uk-visible@s uk-hidden">  <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="/topics/ad-revenue"> Advertising Revenue </a>   <button class="uk-text-decoration-none uk-button uk-button-default module-topic"> +1 </button>  <div uk-dropdown="pos: bottom-justify;" class="module-topic-dropdown"> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="/topics/measurement"> Measurement </a> </div> </div> </div>  <div class="uk-width-3-4 uk-width-3-4@m"> <div class="title-column"> <div class="module-subtitle"> <a href="https://www.iab.com/events/anatomy-of-a-video-impression-navigating-cross-platform-ad-metrics/"> Anatomy of a Video Impression: Navigating Cross-Platform Ad Metrics </a> </div>  <span class="type-and-location module-description-text uk-text-uppercase"> Webinar - IAB </span>  <p class="description uk-visible@s"> As the industry advances toward unified cross-platform measurement, the ability to gauge the overall impact of a video campaign has become increasingly important. To address this, marketers expect measurement partners to adhere to industry guidelines... </p>  <div class="uk-grid register-and-pricing uk-visible@s">  <div class="uk-width-1-2 uk-flex uk-flex-row uk-flex-bottom"> <a href="https://www.iab.com/events/anatomy-of-a-video-impression-navigating-cross-platform-ad-metrics/" class="uk-text-decoration-none primary-link"> More Info </a> </div>  <div class="uk-width-1-2"> <div class="module-body-highlight pricing-line pricing-line-first"> Free </div> </div> </div> </div> </div>  <div class="uk-width-1-4 image-column uk-visible@m" hidden> <div class="uk-cover-container featured-image"> <a href="https://www.iab.com/events/anatomy-of-a-video-impression-navigating-cross-platform-ad-metrics/"> <img class="" src="https://www.iab.com/wp-content/uploads/2024/10/anatomy-of-a-video-impression-navigating-cross-platform-ad-metrics-2-e1730475866472-1024x312.png" alt="IAB" uk-cover/> </a> </div> </div> </div> </div> <div class="uk-width-1-1"> <hr class="events-separator"> </div> <div class="uk-width-1-1 featured-event"> <div class="uk-grid" uk-grid>  <div class="uk-width-1-4 event-date-column"> <span class="event-date-text module-alt-subtitle uk-text-uppercase"> <div class="event-dates"> Apr 1 </div> <div class="event-dates"> 2025 </div> </span> <div class="topics uk-text-capitalize uk-visible@s uk-hidden">  <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="/topics/creator-economy"> Creator Economy </a>   <button class="uk-text-decoration-none uk-button uk-button-default module-topic"> +4 </button>  <div uk-dropdown="pos: bottom-justify;" class="module-topic-dropdown"> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="/topics/digital-video"> Digital Video </a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="/topics/gaming"> Gaming </a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="/topics/measurement"> Measurement </a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="/topics/public-policy-1"> Public Policy </a> </div> </div> </div>  <div class="uk-width-3-4 uk-width-3-4@m"> <div class="title-column"> <div class="module-subtitle"> <a href="https://www.iab.com/events/iab-playfronts-2025/"> 2025 IAB PlayFronts </a> </div>  <span class="type-and-location module-description-text uk-text-uppercase"> Conference - Convene 360 Madison Avenue, New York City </span>  <p class="description uk-visible@s"> The IAB PlayFronts, is the premier annual marketplace dedicated to showcasing advertising and partnership opportunities in the dynamic gaming industry. This year's event featured insightful panel discussions, high-profile speakers, and interactive se... </p>  <div class="uk-grid register-and-pricing uk-visible@s">  <div class="uk-width-1-2 uk-flex uk-flex-row uk-flex-bottom"> </div>  <div class="uk-width-1-2"> </div> </div> </div> </div>  <div class="uk-width-1-4 image-column uk-visible@m" hidden> <div class="uk-cover-container featured-image"> <a href="https://www.iab.com/events/iab-playfronts-2025/"> <img class="" src="https://www.iab.com/wp-content/uploads/2024/10/2025-iab-playfronts-1024x312.png" alt="IAB" uk-cover/> </a> </div> </div> </div> </div> <div class="uk-width-1-1"> <hr class="events-separator"> </div> <div class="uk-width-1-1 featured-event"> <div class="uk-grid" uk-grid>  <div class="uk-width-1-4 event-date-column"> <span class="event-date-text module-alt-subtitle uk-text-uppercase"> <div class="event-dates"> </div> </span> <div class="topics uk-text-capitalize uk-visible@s uk-hidden">  <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="/topics/brands"> Brand Disruption </a>   <button class="uk-text-decoration-none uk-button uk-button-default module-topic"> +4 </button>  <div uk-dropdown="pos: bottom-justify;" class="module-topic-dropdown"> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="/topics/creator-economy"> Creator Economy </a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="/topics/measurement"> Measurement </a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="/topics/retail-media"> Retail Media </a> <a class="uk-text-decoration-none uk-button uk-button-default module-topic" href="/topics/state-of-data"> State of Data </a> </div> </div> </div>  <div class="uk-width-3-4 uk-width-3-4@m"> <div class="title-column"> <div class="module-subtitle"> <a href="https://www.iab.com/events/2025-iab-connected-commerce-summit-2/"> 2025 IAB Connected Commerce Summit </a> </div>  <span class="type-and-location module-description-text uk-text-uppercase"> Conference - New York City </span>  <p class="description uk-visible@s"> IAB鈥檚 third annual Connected Commerce Summit: Retail Reimagined will bring together executives from across the commerce ecosystem for exclusive keynote presentations, dynamic peer-to-peer discussions, and breakout sessions that dov... </p>  <div class="uk-grid register-and-pricing uk-visible@s">  <div class="uk-width-1-2 uk-flex uk-flex-row uk-flex-bottom"> </div>  <div class="uk-width-1-2"> </div> </div> </div> </div>  <div class="uk-width-1-4 image-column uk-visible@m" hidden> <div class="uk-cover-container featured-image"> <a href="https://www.iab.com/events/2025-iab-connected-commerce-summit-2/"> <img class="" src="https://www.iab.com/wp-content/uploads/2023/11/2024-iab-connected-commerce-summit-12-1024x318.jpg" alt="IAB" uk-cover/> </a> </div> </div> </div> </div> <div class="uk-width-1-1"> <hr 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uk-button-default uk-text-truncate uk-text-capitalize topic-badge-button filter-link" > Audio </a> </li> <li class="topic-a-d" > <a href="https://www.iab.com/topics/brands/" data-value="brands" data-dropdown-value="Brand Disruption" class="uk-button uk-button-default uk-text-truncate uk-text-capitalize topic-badge-button filter-link" > Brand Disruption </a> </li> <li class="topic-a-d" > <a href="https://www.iab.com/topics/brand-safety/" data-value="brand-safety" data-dropdown-value="Brand Safety" class="uk-button uk-button-default uk-text-truncate uk-text-capitalize topic-badge-button filter-link" > Brand Safety </a> </li> <li class="topic-a-d" > <a href="https://www.iab.com/topics/consumers/" data-value="consumers" data-dropdown-value="Consumers" class="uk-button uk-button-default uk-text-truncate uk-text-capitalize topic-badge-button filter-link" > Consumers </a> </li> <li class="topic-a-d" > <a href="https://www.iab.com/topics/creator-economy/" data-value="creator-economy" data-dropdown-value="Creator Economy" class="uk-button uk-button-default uk-text-truncate uk-text-capitalize topic-badge-button filter-link" > Creator Economy </a> </li> <li class="topic-a-d" > <a href="https://www.iab.com/topics/digital-video/" data-value="digital-video" data-dropdown-value="Digital Video" class="uk-button uk-button-default uk-text-truncate uk-text-capitalize topic-badge-button filter-link" > Digital Video </a> </li> <li class="topic-e-h" > <a href="https://www.iab.com/topics/education/" data-value="education" data-dropdown-value="Education" class="uk-button uk-button-default uk-text-truncate uk-text-capitalize topic-badge-button filter-link" > Education </a> </li> <li class="topic-e-h" > <a href="https://www.iab.com/topics/gaming/" data-value="gaming" data-dropdown-value="Gaming" class="uk-button uk-button-default uk-text-truncate uk-text-capitalize topic-badge-button filter-link" > Gaming </a> </li> <li class="topic-i-l" > <a 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