Observed Signal · Apr 16, 2026 · Technical Release · Source: https://www.iab.com/blog/feed/ · Impact: 4/5 · Sentiment: Positive
IAB's Project Eidos: Campaign Taxonomy 1.0 Draft Due May
Project Eidos is an IAB-led industry initiative to create a common structure for campaign data and modernize advertising measurement. Since launching in February, a Measurement Advisory Committee (MAC) of about 85 members from roughly 50 companies has met bi-weekly to develop a draft taxonomy framework. The MAC’s Campaign Taxonomy 1.0 — covering standardized fields such as ad position (pre-, mid-, post-roll), pod placement, and format attributes — is slated for public comment in May. In parallel, Project Eidos will begin a workstream to produce Outcomes Measurement Reporting Standards focused on attribution and incrementality, specifying required reporting data and transparency standards to make results comparable across methodologies.
An IAB-led taxonomy and reporting standards can materially reduce cross-source reconciliation friction and improve cross-channel comparability, accelerating consistent measurement practices across agencies, publishers, platforms and measurement providers.
Track LinkedIn Signals & Market Shifts in Real-Time
Polaris7 autonomous intelligence agents track regulatory filings, primary sources, executive changes, and deal flow 24/7. Create your free Explorer workspace to monitor these entities.
Key Takeaways & Evidence Grounding
- IAB launched Project Eidos in February to modernize advertising and marketing measurement.
- The Measurement Advisory Committee (MAC) includes approximately 85 members across ~50 companies.
- A draft taxonomy framework for Campaign Taxonomy 1.0 will be published for public comment in May.
- The taxonomy defines standardized campaign data fields (e.g., ad position, pod placement, format attributes).
- Next workstream: developing Outcomes Measurement Reporting Standards for Attribution and Incrementality.
Connected Companies & Entities
1 Entity mappedOntology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
IAB Launches Project Eidos to Standardize Ad Measurement
The IAB unveiled Project Eidos, a program that consolidates and harmonizes the organization’s existing measurement initiatives under a single banner. The initiative aims to standardize definitions, taxonomies and data inputs used for campaign measurement, including retail media and inputs that feed media-mix modeling (MMM) and incrementality testing. Angelina Eng, VP of the IAB Measurement Center, framed the effort as a way to replace ad-hoc, inconsistent practices — which the IAB estimates cost the industry at least $9 billion annually — with shared standards. Project Eidos will begin work later this year on standardizing terms and MMM inputs while addressing classification ambiguities across video/CTV, audio and emerging formats.
IAB Launches Project Eidos to Reform Media Measurement
Industry trade group IAB has launched Project Eidos at its Annual Leadership Meeting to overhaul media measurement. The initiative aims to replace the patchwork of channel-by-channel standards with an interoperable, unified framework that harmonises measurement across channels, enabling consistent attribution and incrementality, with a particular focus on modernising Marketing Mix Modelling (MMM). The effort envisions a unified language and a method to connect exposures to outcomes across channels. The IAB’s State of Data 2026 report suggests buyers believe AI can materially improve advanced measurement in the near term, potentially unlocking about $32 billion in media investment over the next few years, though concerns remain around legal, security, accuracy, and data quality. Participating organizations include Amazon Ads, Google, Havas Media Network, Meta, NFL, Paramount, Pinterest, Publicis Media, The Trade Desk, TikTok, Unilever, and WPP Media. Angelina Eng emphasized tackling systemic, foundational issues in a multi-year, industry-wide collaboration guided by IAB centers of excellence.
IAB releases Redefining Media Types (RMT) standard
The Interactive Advertising Bureau (IAB) published its Redefining Media Types (RMT) Standard framework to clarify and standardize taxonomy for digital video product types and associated advertising formats. The framework categorizes video formats including CTV, video podcasting and retail video, and aims to reduce ambiguity that can hurt planning, spend and measurement. IAB argues the standard accounts for consumer experience as well as distribution technology and business models. The framework is in a public commentary period through August 7, 2026. Jamie Finstein, IAB’s VP of media center, discussed the need for common language on a Digiday Podcast episode.
Track Real-Time Market Signals & Shifts
Set up custom watchlists to receive automated, evidence-grounded executive digests whenever material signals or shifts occur across your tracked landscape.