IAB Australia starts work on industry-wide Future of Measurement initiative
IAB Australia has launched its Future of Measurement initiative to strengthen how the industry assesses advertising performance in an increasingly complex media environment. The project will examine the datasets used for planning, the signals used to capture advertising delivery, and the frameworks that connect media activity to business outcomes. It will also provide guidance on best-practice approaches such as incrementality testing, attribution and marketing mix modelling, with the first wave of findings to be shared at MeasureUp in Sydney on 2 September 2026.
“Measurement is a shared industry infrastructure. Maintaining robust audience and effectiveness measurement requires collaboration across buyers, sellers, platforms and measurement providers.” - Natalie Stanbury, Director of Research, IAB Australia