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Lead DevelopmentFACT · 4/5•29 Sept '26•Via https://iabtechlab.com/feed/

IAB Tech Lab Releases Podcast Measurement Guidelines v2.3

IAB Tech Lab has released the final version of the Podcast Technical Measurement Guidelines v2.3, updating the industry standard for measuring podcast downloads, audience, and ad delivery. The update clarifies that the guidelines apply to both audio and video podcast episodes via open RSS feeds, replaces 'listener' with 'podcast consumer', and adds guidance on URL prefix measurement, RSS enclosure changes, invalid traffic, and measurement window approaches. The release follows a public comment period with no changes, and the document is now on GitHub. The Podcast Technical Working Group is already planning version 3.0, expected for public comment in mid-2027, which will focus on defining consumption beyond downloads, including playback signals, video podcasts, and ad completion metrics.

•IAB Tech Lab released final version 2.3 of the Podcast Technical Measurement Guidelines.
•The guidelines now cover both audio and video podcast episodes distributed via open RSS feeds.
•The term 'listener' was replaced with 'podcast consumer'.

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FACT · 4/528 Sept '26· Via Cint

Cint Brings Self-Service Outcomes to Lucid Measurement

New Study Creator capabilities enable advertising partners to launch combined brand and sales lift studies in minutes, with expanded cross-platform measurement, benchmarks and customizable attribution windows.

Cint

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FACT · 4/522 Sept '26· Via VideoAmp

VideoAmp Receives JIC Re-Certification as National TV Measurement Currency Through 2028

VideoAmp announced it received JIC re-certification as a national TV measurement currency through 2028, as covered by Adweek. Additionally, VideoAmp is powering DeepIntent's new Cora platform for linear TV planning and forecasting, and GumGum's sports media solution for addressable audiences.

VideoAmp

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FACT · 5/522 Sept '26· Via Brainlabs

Brainlabs Publishes New Blog Posts on Reddit Advertising, Measurement, and Agentic Buying

Brainlabs added several new blog posts to its news/blog page, including 'It’s Time to Rethink Reddit’s Role in the Media Plan' (Sept 22, 2026), 'Your Measurement Is Rewarding the Wrong Channels' (Sept 21, 2026), 'Should Media Buying Evolve Into Agentic Buying?' (Sept 17, 2026), 'TikTok Is Removing the Friction From Platform Diversification' (Sept 15, 2026), and 'Organic traffic is falling, but AI isn’t replacing it' (Sept 14, 2026).

Brainlabs

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FACT · 5/521 Sept '26· Via Brainlabs

Brainlabs Publishes New Articles on Measurement, Agentic Buying, and TikTok Features

New blog posts added: 'Your Measurement Is Rewarding the Wrong Channels' (Sept 21), 'Should Media Buying Evolve Into Agentic Buying?' (Sept 17), 'TikTok Is Removing the Friction From Platform Diversification' (Sept 15), 'Organic traffic is falling, but AI isn’t replacing it' (Sept 14), and 'Google Ads Is Testing PMax Channel Controls' (Sept 3).

Brainlabs

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FACT · 4/515 Sept '26· Via Digiday

Marketers scramble to measure AI brand visibility

Marketers are increasingly concerned about how AI chatbots and large language models (LLMs) cite or mention their brands in responses, prompting a shift in advertising strategies. The Interactive Advertising Bureau (IAB) is developing a framework to standardize the measurement of AI visibility. Data shows brand citation shares vary significantly across platforms like Microsoft Copilot, ChatGPT, and Gemini, while LLMs show preferences for different source types. Trust in AI search is growing, with 95% of US respondents finding AI answers as trustworthy as search engines. However, measurement is challenging due to the non-deterministic nature of AI models. This has led to new roles like Head of AI Search and the allocation of ad budgets to influence AI recommendations.

•IAB is developing a framework to standardize AI visibility measurement.
•Amazon accounted for 4% of Microsoft Copilot citations in July, 0.1% on ChatGPT, and zero on Gemini.
•Reddit is ChatGPT's number one source, with 28.9% of citations.

IAB Tinuiti DEPT®Adobe Sitecore

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FACT · 4/511 Sept '26· Via OnlineMarketing.de

Google Ads Launches New Incrementality Measurement Features

Google is introducing new measurement and data tools across Google Ads, Google Analytics, Display & Video 360, and Meridian to help advertisers quantify incremental sales and improve AI-driven optimization. The updates include deeper integration of Data Manager for centralizing CRM and first-party data, Enhanced Conversions in Google Analytics and DV360 (delivering an average 11% more search conversions), and the new Data Strength Uplift Metric to show additional conversions from improved first-party data. Meridian, Google's open-source marketing mix model, gains agentic features for automated data validation and model building, along with brand signals like search volume. Meridian GeoX is now globally available for geo-based causal experiments. These tools aim to move beyond last-click attribution toward a more holistic understanding of advertising effectiveness, with Google claiming an average 26% higher incremental ROAS when connecting offline and app data via Data Manager.

•Google integrates Data Manager into Google Analytics and Display & Video 360 for unified first-party data management, with an average 26% higher incremental ROAS for advertisers connecting offline and app data.
•Enhanced Conversions becomes available in Google Analytics and DV360, yielding an average 11% more Search conversions than standard imports.
•New Data Strength Uplift Metric in Google Ads measures the conversion contribution of improved first-party data setups.

Google

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FACT · 4/510 Sept '26· Via VideoWeek

TF1 PUB Unveils 2027 Roadmap: Full-Funnel Measurement and Agentic Trading

TF1 PUB, the ad sales house of French broadcaster TF1, unveiled its 2027 strategic roadmap focused on simplifying access to advertising and boosting campaign performance. The roadmap includes five pillars: new ad formats like Carousel Retail Ads and Content Styling, expanded addressable targeting with over 1,500 segments, enhanced accessibility for SMEs, the TF1 Efficiency Framework for full-funnel measurement, and AI-powered 'Autopilot' agents for campaign lifecycle support and autonomous trading. TF1 PUB also highlighted its partnerships with Amazon Publisher Cloud, leboncoin, and Valiuz for advanced data targeting. The company reported strong SME adoption with over 1,500 new client accounts since the launch of TF1 AdManager, and noted a 30% increase in viewing hours on TF1+ due to its Netflix distribution agreement.

•TF1 PUB announced its 2027 strategic roadmap with five pillars: new ad formats, expanded targeting, enhanced accessibility, full-funnel measurement, and AI-driven trading.
•New ad formats include Carousel Retail Ads and Content Styling, plus a product called Puissance Max for cross-channel placements.
•TF1 PUB has over 1,500 targeting segments and partnerships with retail media/data platforms including leboncoin, Valiuz, and Amazon Publisher Cloud.

TF1 PUB RTL AdAlliance Comcast leboncoin Valiuz oKube Data Circle

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FACT · 4/58 Sept '26· Via Circana

Circana Advances AI-Powered Marketing Measurement: Introducing Liquid Mix with Google Meridian

Circana introduces Liquid Mix with Google Meridian, an AI-powered marketing measurement solution, announced by CEO Stuart Aitken.

Circana

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FACT · 4/51 Sept '26· Via DoubleVerify

No More Estimates: Meta Attribution Measurement Just Got Real (Data)

DoubleVerify's blog features a new post on Meta attribution measurement, highlighting improved data accuracy, alongside a new post on DV's Supply Lens for marketplace operations, bringing clarity, transparency, and speed.

DoubleVerify

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FACT · 4/525 Aug '26· Via VideoWeek

CTV Consolidation Hits a Measurement Crossroads

Alex Yip, Director of Product Strategy at AppsFlyer, argues that consolidation across the Connected TV (CTV) ecosystem is driven by companies seeking control of four capabilities — the screen, the pipes, the checkout and measurement — but that measurement behaves differently. While screens, supply/pipes and checkout data gain value from ownership, measurement gains value from neutrality, interoperability and cross-platform visibility. Recent M&A activity (e.g., Fox/Roku, Walmart/Vizio/Vibe, Mediaocean/Innovid, DoubleVerify/Rockerbox, iSpot/605) shows companies assembling parts of the CTV stack, but measurement largely consolidates within its own layer even as platforms try to internalize it. The tension between closed-loop platform measurement and advertisers’ demand for independent, omnichannel measurement is the central unresolved issue in this consolidation cycle.

•Alex Yip is Director of Product Strategy at AppsFlyer and wrote the piece on CTV consolidation and measurement.
•The article states CTV viewing has eclipsed linear TV and that CTV ad spend is poised to grow by 14% year-on-year.
•Recent transactions cited include Fox Corporation's move for Roku, Walmart's acquisitions of Vizio and Vibe, Mediaocean's acquisition of Innovid, DoubleVerify's acquisition of Rockerbox, and iSpot's expansion via 605.

AppsFlyer Roku Walmart Walmart Connect Vibe VIZIO Mediaocean Innovid Pinterest tvScientific by Pinterest Amazon DoubleVerify Rockerbox iSpot.tv

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