Join Jon Roberts, Chief Innovation Officer at DotDash Meredith, and Caroline Giegerich, VP of AI at IAB, for a candid conversation about the real-world adoption of AI in advertising. They’ll unpack where companies are seeing early wins, what pitfalls to avoid, and how the industry is navigating everything from automation and creative optimization to compliance and internal change management.

We’ll explore:

• What use cases are gaining momentum
• How teams are approaching adoption and integration
• What considerations matter most when applying AI in real-world settings

After the discussion, IAB’s Angelina Eng will offer a quick walkthrough of a practical framework to help assess where AI can deliver the most value.

Whether you’re scaling AI or still circling use cases, this webinar will give you the clarity—and inspiration—you need to move forward.

Register now to get a real-world look at what AI can actually do for your business.

The post State of Data Webinar: Scaling AI with Purpose appeared first on IAB.

 

“The digital advertising industry is evolving faster than ever, and at IAB we’re not reacting to change, we’re driving it,” said Goldstein. “These strategic IAB Center of Excellence hires are a clear investment in the future of digital advertising with a sharp focus on AI, commerce media, the creator economy, streaming video/CTV, and measurement. We are equipping our members to drive innovation, not just respond to it.”

New Leadership to Spearhead Core Initiatives

The organization welcomes three new senior executives with deep expertise across AI, commerce/retail media, and digital media strategy.

Collin Colburn, Vice President, Commerce, leads the IAB Commerce Board and related initiatives within the broader commerce landscape, including retail media. With prior roles at Forrester and Horizon Media’s commerce agency, Night Market, Colburn is focused on supporting the growing commerce media ecosystem, defining incrementality, and navigating the convergence of the store and monetization strategies. By defining industry standards that support transparent, accountable, and adaptable commerce practices, Colburn aims to promote consistent frameworks to improve operational efficiency and help advertisers use media more effectively in today’s digital marketplace. He will also spearhead IAB’s annual Connected Commerce Summit, in NYC on September 9, 2025.

“IAB is at the forefront of advancing the maturity of commerce media and focusing on driving consistent, transparent standards across the commerce landscape. It’s exciting to be part of an organization that’s not only shaping the conversation but also building the infrastructure for a more trustworthy and effective digital ecosystem,” added Colburn.

Jamie Finstein, Vice President, Media Center, brings over 15 years of digital strategy experience from WPP Media. She will drive advancement across CTV, digital video, audio, DOOH, and brand safety. In this role, Finstein will support the growth of video through data-driven standards, help resolve video measurement, and drive consistency across the marketplace and standardize video formats. She will also drive audio innovation by enhancing programmatic standards and VAST integration, support DOOH (DOOH) by addressing the space’s unique complexities, and strengthen brand safety by tackling AI-driven fraud. Additionally, Finstein will lead the IAB Audio and Video Boards, as well as key events including IAB Video Leadership Summit on July 14-15 and IAB Podcast Upfront (September 30) as well as IAB NewFronts.

“I’m excited to join IAB at a time when the industry is evolving rapidly and the demand for advancements in standardization is growing,” said Finstein. “There is a real opportunity to drive meaningful progress – bringing greater consistency, transparency, and innovation to how we create, measure, and improve digital experiences. I look forward to working with our members and partners to drive innovation and build a more unified digital ecosystem.”

The IAB Media Center also includes Jason Adamski and Matt Shapo as Directors. Adamski joins IAB after leading media strategy at Ferrero as North American Media Manager, with prior senior media positions at PepsiCo, Accenture, MediaVest, Mullen, and Boston Beer Company. In his role with the IAB Media Center, Adamski oversees video and digital out of home (DOOH), focusing on standardizing DOOH planning and buying practices, enhancing measurement models, and proving its effectiveness across the full purchase funnel to elevate DOOH as a key part of omnichannel media plans.

A passionate advocate for audio’s powerful role in omnichannel advertising campaigns, Shapo leads education and research initiatives, advocating for audio’s unique strengths and promoting collaboration among publishers, tech providers, content creators, and brands to support sustainable, ad-supported media. He also leads the IAB’s Ecosystem Health Initiative, which elevates the value of news-related content and focuses on advancing contextual targeting across all media genres as well as supporting the growth of publishers and the open web.

Caroline Giegerich, Vice President, AI, previously announced, will lead IAB’s AI roadmap by developing tools, resources, and standards that support the responsible and effective use of AI across all corners of the digital advertising industry. With over twenty years of experience in marketing, innovation, and emerging technology, she has held senior roles at HBO, Warner Music Group, MediaLink, and Smashbox Cosmetics.

“AI is reshaping every aspect of digital advertising, and the industry needs clear guidance to move forward with confidence,” added Giegerich. “IAB is focused on delivering actionable frameworks, best practices, and scalable tools that ensure AI is used responsibly and effectively. As I take on this role, I am eager to help our members understand AI is not just about innovation—it’s about building a foundation the entire ecosystem can trust and build on.”

“This reorganization represents a pivotal step in ensuring IAB continues to deliver best-in-class leadership, resources, and insights to help our members navigate the rapidly evolving media and marketing landscape,” concluded Gabilan. “Collin, Jamie, and Caroline, are on the bleeding edge of their respective fields and will provide our members with the perspective they need to thrive in a changing advertising ecosystem.”

Additionally, Angelina Eng has been promoted to Vice President, Measurement, Addressability & Data (MAD) Center and CoE Operations. She will continue to oversee the MAD Center, while also coordinating operations across all IAB Centers of Excellence to streamline processes and boost collaboration. Eng will also lead the IAB Measurement Leadership Summit on July 15-16.

As part of IAB’s Centers of Excellence leadership, Zoe Soon, Vice President of the IAB Experience Center, is also expanding her remit to lead the newly established Creator Economy Board and oversee all creator economy and gaming initiatives, including IAB PlayFronts. And Matthew Renne, Vice President of the Professional Development and Education Center (PDEC), plays a key role in equipping digital marketing and media professionals with industry-driven training and resources to foster growth, adaptability, and long-term success in today’s workplace.

About IAB

The Interactive Advertising Bureau empowers the media and marketing industries to thrive in the digital economy. Its membership comprises more than 700 leading media companies, brands, agencies, and the technology firms responsible for selling, delivering, and optimizing digital ad marketing campaigns. The trade group fields critical research on interactive advertising, while also educating brands, agencies, and the wider business community on the importance of digital marketing. In affiliation with the IAB Tech Lab, IAB develops technical standards and solutions. IAB is committed to professional development and elevating the knowledge, skills, expertise, and collaboration of the workforce across the industry. Through the work of its public policy office in Washington, D.C., the trade association advocates for its members and promotes the value of the interactive advertising industry to legislators and policymakers. Founded in 1996, IAB is headquartered in New York City.

IAB Media Contacts
Kate Dougherty / Brittany Tibaldi
551-265-2825 / 516-974-2216
kdougherty@kcsa.com /btibaldi@kcsa.com

The post IAB Updates Centers of Excellence and Expands Leadership Team to Accelerate Industry Innovation appeared first on IAB.

The future of digital media is back in Palm Springs from February 1-3, 2026. Join the brightest minds and boldest voices at the 2026 IAB Annual Leadership Meeting, where industry leaders, disruptors, and visionaries gather to shape the year ahead.

Across three immersive days, dive into agenda-setting conversations, candid fireside chats, and dynamic breakouts that tackle the most pressing topics: AI, measurement & addressability, privacy, commerce media, the creator economy, and more.

This is where decisions are made, strategies are born, and the industry sets its course. If you want to lead the future, it starts here.

The post 2026 IAB Annual Leadership Meeting appeared first on IAB.

Now Open for Public Comment

Despite the digital transformation of media and marketing, invoicing remains one of the last strongholds of outdated, manual workflows. From emailed PDFs to snail-mailed paper bills, the financial operations underpinning digital advertising still rely on slow, error-prone processes that create unnecessary friction, delays, and reconciliation headaches.

IAB’s Digital Advertising Invoice API Specifications aim to change that.

Developed in collaboration with Mediaocean—with Mediaocean’s Prisma specs serving as a foundational blueprint—these guidelines provide an API-first framework to modernize how invoices and related documentation are exchanged. By aligning on common data structures and protocols, the Seller Invoice API and companion File Upload API automate routine tasks, reduce human error, and help speed up payment processing while improving transparency across publishers, platforms, and buyers.

These specifications are now open for public comment until August 11, 2025.

What’s Included

The Digital Advertising Invoice API Specifications defines two complementary APIs:

1. Seller Invoice API – A standardized way to submit invoice data from Sellers to Buyers for reconciliation and payment.
2. File Upload API – A structured method for uploading supporting documentation (e.g., invoice PDFs, proofs of delivery, service confirmations).

These APIs can be implemented separately or together, depending on the Buyer’s system architecture.

Why This Matters

The current invoicing process in digital advertising is slow, inconsistent, and often opaque:

• No Acknowledgment of Receipt: Invoices are frequently sent via email with no confirmation of receipt—some may even land in spam folders.
• Mismatch with Buyer Systems: Submitted invoices often fail to match the buyer’s Purchase Order or Insertion Order, resulting in rejections or manual clarification loops.
• Lengthy Reconciliation Time: Finance or media teams are forced to review and reconcile details line by line, consuming hours of back-and-forth communication.
• Delayed Payments: These inefficiencies directly impact cash flow for sellers and delay critical budget cycles for buyers.
• Inconsistent Formats and Fields: Invoices are submitted in a wide range of formats with inconsistent data fields, making them difficult to parse and automate.
• Manual Uploads and Document Handling: The absence of standardized document submission processes leads to delays, missing files, and audit challenges.
• Lack of Documentation Standards: Without uniform rules for supporting materials, incomplete records and disputes become common.

Meanwhile, traditional media channels like TV and radio already leverage EDIs to streamline these processes. Digital deserves the same.

It’s time to bring automation and accountability to the invoicing process. These guidelines are the industry’s step toward a faster, cleaner, and smarter future.

Key Benefits for the Ecosystem

Designed for both Buyers and Sellers, these guidelines offer a scalable path to modernize financial workflows across the digital advertising value chain. Sellers, including publishers and platforms, should work closely with their Invoice System providers to implement these APIs.

For Sellers:

• Receive confirmation that invoices have been successfully delivered and received.
• Reduce the risk of invoice rejections due to formatting or field mismatches.
• Accelerate payment timelines by minimizing manual processing delays.
• Upload supporting documentation (e.g., PDFs, proof of performance) in a consistent, traceable way.
• Improve audit-readiness and streamline dispute resolution with standardized submissions.
• Future-proof financial operations across display, video, audio, CTV, gaming, and emerging formats.

For Buyers:

• Automate ingestion of invoice data into internal systems for faster reconciliation.
• Eliminate manual entry, PDF parsing, and unnecessary administrative back-and-forth.
• Improve data consistency and accuracy with standardized formats and validation rules.
• Speed up approvals and streamline budget management cycles.
• Increase transparency into invoice status and supporting documentation.
• Strengthen vendor accountability through clear structure and tracking.

Who Should Use This

These guidelines are designed for:

• Sellers: Publishers, media owners, platforms, measurement vendors.
• Buyers: Agencies and advertisers who receive and process invoices.
• Invoice System Providers: Technology platforms that support financial data workflows.

What Happens Next

The draft guidelines are open for review through August 11, 2025. We welcome comments from across the ecosystem—publishers, agencies, platforms, tech vendors, and financial operations teams.

Following the comment period, IAB will incorporate feedback and finalize the standards for release in October 2025.

Download the Guidelines & Submit Feedback

Download Digital Advertising Invoice API Specifications

• Submit comments to invoiceapi-comments@iab.com

Feedback may include:

• Questions or suggestions related to technical specifications or API structure
• Recommendations for field-level definitions, formatting, or naming conventions
• Comments on compatibility with existing systems or integration challenges
• Proposals for future enhancements or use cases
• Clarifications on terminology, processes, or roles

Frequently Asked Questions (FAQ)

Who are these APIs intended for?
These specifications are primarily intended for financial systems that generate invoices on behalf of media companies, publishers, and ad tech platforms—so they can build directly to the API structure and ensure consistent, automated invoice submission.

They are also designed for any buyer’s media planning/buying platform or financial system that processes submitted invoices to build to these specifications for ingestion and integrate the data into their internal reconciliation platforms.

We also strongly recommend that buyers evangelize the adoption of these specifications to their vendors—including publishers, media companies, ad tech platforms, and others—to ensure consistency, efficiency, and automation across the ecosystem.

What is the Seller Invoice API?
The Seller Invoice API is designed to standardize and streamline invoicing across the digital advertising ecosystem by addressing both the structural integrity of invoice data and the technical aspects necessary for integration between Seller and Buyer Invoice Systems. To achieve this, the API organizes invoice data into clearly defined categories that align with how financial and order-related information is typically structured within media buying workflows.

What is the File Upload API?
This complementary API allows Sellers to upload supporting documents (e.g., invoice PDFs, proof of performance) that can be associated with the invoice data submitted via the Seller Invoice API.

Do both APIs need to be implemented?
Not necessarily. Buyer Invoice Systems may support the Seller Invoice API and File Upload API as two separate endpoints or integrate them into a single solution, depending on their internal architecture. While it is highly recommended to implement both APIs to enable full automation and document traceability, the Seller Invoice API is required at minimum to ensure consistent, machine-readable invoice submission.

What media types are supported?
The guidelines are designed to support all digital formats, including display, video, audio, CTV, programmatic, and gaming.

How does this improve operations?
By replacing PDFs and manual uploads with standardized API submissions, these guidelines enable automation, reduce error rates, and accelerate payment timelines.

Is Mediaocean’s Prisma required to use this?
No. While the guidelines are informed by Prisma’s structure, they have been adapted to be system-agnostic and can be implemented across any invoice or financial system.

How long is the comment period open?
The guidelines are open for public comment from June 10 through August 11, 2025.

How can I provide feedback?
You can email comments or suggestions to invoiceapi-comments@iab.com. All feedback will be reviewed and considered before final publication.

About This Initiative

This work was made possible through the collaboration of Mediaocean, who contributed their Prisma API specifications to serve as the foundation for a system-agnostic industry standard. The IAB team adapted these specs to ensure broad compatibility across platforms.

Contact Us

For more information, contact:

IAB Measurement, Addressability & Data Center
data@iab.com

Download Digital Advertising Invoice API Specifications

Download

The post IAB’s Digital Advertising Invoice API Specifications appeared first on IAB.

New York – May 20, 2025 – After more than one-year of collaboration with the entire advertising ecosystem – from agencies and brands to publishers and adtech – the Interactive Advertising Bureau (IAB), the digital media and marketing trade association, released its long-awaited updated General Terms for Digital Advertising Agreements, opening a 60-day public comment period through July 21, 2025.

“The original terms were created nearly a quarter of a century ago,” said Michael Hahn, EVP and General Counsel, IAB and IAB Tech Lab. “This initiative brought together brands, agencies, publishers, ad tech, and legal experts to create something that truly reflects how the digital advertising business operates today — and prepares us for where it’s headed next.”

Helping The Industry Move Faster, Reduce Costs, And Support Innovation

Originally created in May 2001, IAB standard terms and conditions (T&Cs) for digital advertising media buys have not kept pace with changes in technology, transaction types, or platform capabilities — forcing teams to renegotiate from scratch and increasing both time and legal burden on all sides.

This new, clear, flexible foundation for digital ad transactions means any kind of buy can happen faster and with less friction, whether via direct buy or programmatic. Also, the foundation provides for easy engagement with different vendors that support digital ad transactions, such as measurement providers and ad verification providers.

Built by the Industry, for the Industry

The updated terms reflect over a year of cross-functional effort led by 276 IAB member companies — including major holding companies like Omnicom and Publicis, as well as independent agencies such as Butler/Till and Canvas Worldwide, brands such as Unilever and Bayer, publishers like Hearst and NBCUniversal, top ad tech firms, and leading law firms.

At the update’s core is a modular framework designed to support the full range of today’s digital transactions. It consists of a standardized foundation for most deal types, making it easier for all sides of the ecosystem to transact efficiently. Business-specific terms — such as cancellation rights or delivery requirements — will be addressed in separate addenda tailored to each transaction type, which are being developed in parallel by IAB’s Terms & Conditions Task Force.

“This modular structure gives the industry what it’s been missing: a balance of consistency and flexibility,” said Angelina Eng, VP, Measurement, Addressability & Data Center, IAB. “Once adopted, these terms will help our ecosystem scale more efficiently — with less negotiation, lower legal overhead, and better alignment.”

“Publishers have been asking for this for years — a standardized framework that reflects how deals are actually done today,” said Rob Beeler, Founder & CEO, Beeler.Tech. “This is a big win for the entire industry.”

Help Shape the Future of Digital Ad Deals

“The speed of growth and change in our industry has made way for multiple disconnected frameworks,” said Shenan Reed, Global Chief Media Officer, General Motors, and Chair, IAB Board of Directors. “What IAB has done here is give the industry a shared language. That’s how we unlock trust, creativity, and speed at scale.”

“An update to T&Cs is long overdue and I’m glad to see this coming out of IAB,” said Christy Loftus, SVP, Data Logistics, Canvas Worldwide. “Standardizing how we approach advertising agreements allows for greater consistency and gives the industry a baseline on the expectations for all sides of media. IAB’s involvement in this will help expedite what I’m sure we’ve all experienced with legal hangups, and allow us to go to market faster, while addressing the numerous complexities of the ecosystem.”

IAB invites all industry stakeholders to review and comment on the new General Terms by July 21, 2025. Feedback will help shape the final version, which IAB anticipates will become a new foundation for digital advertising agreements across the industry.

To review the proposed terms and provide feedback, click here. The comment period is open through July 21, 2025.

About IAB
The Interactive Advertising Bureau empowers the media and marketing industries to thrive in the digital economy. Its membership comprises more than 700 leading media companies, brands, agencies, and the technology firms responsible for selling, delivering, and optimizing digital ad marketing campaigns. The trade group fields critical research on interactive advertising, while also educating brands, agencies, and the wider business community on the importance of digital marketing. In affiliation with the IAB Tech Lab, IAB develops technical standards and solutions. IAB is committed to professional development and elevating the knowledge, skills, expertise, and collaboration of the workforce across the industry. Through the work of its public policy office in Washington, D.C., the trade association advocates for its members and promotes the value of the interactive advertising industry to legislators and policymakers. Founded in 1996, IAB is headquartered in New York City.

IAB Media Contacts
Brittany Tibaldi / Michael Vaughan
347-487-6794 / 813-210-1706
btibaldi@kcsa.com / mvaughan@kcsa.com

The post IAB Releases General Terms for Digital Advertising Agreements for Public Comment appeared first on IAB.

The Interactive Advertising Bureau (IAB) is seeking public comment on the General Terms for Advertising Agreements, a baseline set of contractual terms that, when used with the forthcoming transaction addenda, will establish a consistent set of terms that can be leveraged across all types of advertising and marketing agreements.

What These Terms Do—and Do Not—Cover

The General Terms are designed to apply to advertising transactions and platform or service agreements between buyers, sellers, and technology providers. This includes contracts for ad serving, measurement, verification, data-sharing, programmatic transactions, and direct buys.

Importantly, the General Terms . . .

The post IAB General Terms and Conditions: Open for Public Comment appeared first on IAB.

New York, NY — May 12, 2025 — Today, Interactive Advertising Bureau (IAB) and the Media Rating Council (MRC) released the Attention Measurement Guidelines for public comment. Developed by the IAB Attention Task Force — a group of more than 200 members from across the advertising, media, and measurement industries — these guidelines offer a structured framework for the consistent measurement and reporting of attention across media. During the public comment period of 60 days, until July 12, 2025, we invite brands, publishers, platforms, agencies, and measurement providers to review the guidelines and provide feedback.

“Attention is getting a lot of, well, attention — but without a shared standard, it’s become a bit of a Wild West situation,” said Angelina Eng, VP of Measurement, Addressability & Data Center & Center of Excellence Operations. “Right now, there are too many different ways to measure and define it, which creates confusion and makes it hard to compare results or build trust. These guidelines are about bringing order to the chaos. They lay down a clear, consistent foundation so that attention can be measured in a way that’s credible, useful, and ready for where the industry is headed.”

The measurement guidelines outline four primary methodological approaches — data signals, visual tracking, physiological and neurological observations, and panel or survey-based inputs — creating shared standards that can be applied across formats and platforms. By reducing reliance on inconsistent or proprietary methodologies, they give all sides of the ecosystem a common baseline for comparing attention metrics and aligning them to business outcomes.

“From the MRC’s standpoint, measurement only works when it’s grounded in rigor and ready for real-world scrutiny,” said Ron Pinelli, Senior Vice President, Digital Research & Standards, MRC. “Right now, attention is being used in a number of different ways — some valid, some speculative — and that’s a problem if we want it to be taken seriously as part of the measurement toolkit. These guidelines take a hard step toward separating signal from noise. They define not just what attention is, but how to measure it across different methodologies in a way that’s transparent, comparable, and built for future accreditation.”

The Attention Measurement Guidelines establish clear parameters around how attention should be applied in practice — not as a replacement for delivery or outcome metrics, but as a complementary signal that can enhance how exposure and engagement are understood. By aligning methodologies, definitions, and reporting principles, the framework helps reduce ambiguity and supports more confident decision-making across planning, buying, and evaluation. It gives the industry a way to move beyond experimentation and begin operationalizing attention with greater consistency and accountability.

“This is about creating the conditions for trust — and ultimately, investment — in attention as a reliable indicator of exposure and engagement,” Eng concluded. “But it only works if the industry leans in during this public comment period and helps shape something we can all stand behind.”

Stakeholders are encouraged to review the draft Attention Measurement Guidelines and submit comments before July 12, 2025, here. A final version is expected to be released before the end of 2025, laying the groundwork for future MRC accreditation audits of attention measurement services.

About IAB
The Interactive Advertising Bureau empowers the media and marketing industries to thrive in the digital economy. Its membership comprises more than 700 leading media companies, brands, agencies, and the technology firms responsible for selling, delivering, and optimizing digital ad marketing campaigns. The trade group fields critical research on interactive advertising, while also educating brands, agencies, and the wider business community on the importance of digital marketing. In affiliation with the IAB Tech Lab, IAB develops technical standards and solutions. IAB is committed to professional development and elevating the knowledge, skills, expertise, and collaboration of the workforce across the industry. Through the work of its public policy office in Washington, D.C., the trade association advocates for its members and promotes the value of the interactive advertising industry to legislators and policymakers. Founded in 1996, IAB is headquartered in New York City.

About MRC
The Media Rating Council is a non-profit industry association established in 1963 comprised of leading television, radio, print and digital media companies, as well as advertisers, advertising
agencies and trade associations, whose goal is to ensure measurement services that are valid, reliable and effective. Measurement services desiring MRC accreditation are required to disclose to their customers all methodological aspects of their service; comply with the MRC Minimum Standards for Media Rating Research as well as other applicable industry measurement guidelines; and submit to MRC-designed audits to authenticate and illuminate their procedures. In addition, the MRC membership actively pursues research issues they consider priorities in an effort to improve the quality of research in the marketplace. Currently approximately 110 research products are audited by the MRC. Additional information about MRC can be found at www.mediaratingcouncil.org.

IAB Media Contacts
Brittany Tibaldi / Michael Vaughan
347-487-6794 / 813-210-1706
btibaldi@kcsa.com / mvaughan@kcsa.com

The post IAB and MRC Release Attention Measurement Guidelines for Public Comment appeared first on IAB.

The IAB, in collaboration with the Media Rating Council (MRC), formed the Attention Task Force to bring together industry experts and stakeholders. Through this effort, the IAB and MRC have released the Attention Measurement Guidelines for public comment.

Developed with input from over 200 industry leaders across advertising, media, and measurement, these Guidelines establish a comprehensive framework for the consistent measurement and reporting of attention. They provide detailed guidance across four primary methodologies: data signals, visual and audio tracking, physiological and neurological observations, and panel- or survey-based approaches.

The Guidelines are designed to create greater transparency, consistency, and comparability in attention measurement and will serve as the foundation for future MRC accreditation audits of attention measurement services.

This document is open for public comment through July 12, 2025.

We encourage all stakeholders — including brands, agencies, publishers, ad tech platforms, and measurement providers — to review the Guidelines and provide feedback. Your input is vital to shaping the final version of this important industry resource.

Submit your feedback to: attention-comments@iab.com

Important Information

Please note that the current document is a draft version. It may contain minor typographical errors, grammatical inconsistencies, or formatting issues that will be corrected prior to final publication. We welcome feedback not only on the substantive content, but also on areas where structure, clarity, or language could be further improved.

The final version of the Guidelines is expected to be published before the end of 2025. Upon finalization, the Guidelines will support MRC accreditation audit efforts for attention measurement providers.

Download the Draft Guidelines

Download the IAB/MRC Attention Measurement Guidelines – Draft for Public Comment

Frequently Asked Questions (FAQ)

What are the Attention Measurement Guidelines?

The Attention Measurement Guidelines provide a framework for the consistent reporting and evaluation of attention metrics across digital media. They outline definitions, methodologies, reporting outputs, and quality evaluation procedures to enhance transparency, comparability, and accountability in attention measurement.

Who should review and comment?

We encourage feedback from brands, agencies, publishers, ad tech platforms, measurement vendors, researchers, and other stakeholders involved in media buying, planning, measurement, and evaluation.

How can I submit comments?

Comments should be submitted via email to attention-comments@iab.com by July 12, 2025.

What type of feedback are you looking for?

We welcome all feedback that can help improve the clarity, structure, and substance of the Attention Measurement Guidelines.

Specifically, we encourage comments on:

• Definitions and Terminology: Are the terms used throughout the document clearly defined and consistently applied? Are there areas where additional clarification is needed?
• Metric Frameworks: Are the outlined metrics appropriate, actionable, and relevant for measuring attention across different media environments? Are there important metrics missing that should be considered?
• Methodologies and Processes: Are the approaches to data collection, visual/audio tracking, physiological observations, and survey-based measurements described clearly? Are there sections that require more precision or nuance?
• Reporting Outputs and Evaluation Procedures: Is the guidance around outputs, reporting formats, and evaluation processes comprehensive and understandable? Could additional examples or explanations strengthen these areas?
• Technical Accuracy and Practical Application: Do the Guidelines reflect current technical capabilities and real-world operational realities? Are there potential barriers to implementation that should be addressed?
• Privacy, Transparency, and Accountability Considerations: Are the privacy-related considerations sufficient? Are there areas where transparency or user rights could be better addressed?
• Overall Structure and Readability: Are there opportunities to improve the organization, flow, or accessibility of the document to better serve different types of stakeholders?

We also welcome suggestions for areas where additional flexibility, scalability, or future-proofing could be incorporated to support ongoing innovation in attention measurement.

Your feedback will directly inform the refinement of the final Guidelines and help ensure they are practical, credible, and broadly applicable across the media and advertising ecosystem.

Are the Attention Measurement Guidelines final?

No. The current version is released for public comment and is considered a draft. It may contain minor typographical or formatting issues, and feedback on both the substance and structure of the document is encouraged. A final version will be published after the public comment period concludes and feedback is incorporated.

Can organizations begin aligning to the Guidelines now?

While the Guidelines are currently open for comment and subject to finalization, organizations are encouraged to review them to better understand the emerging framework for attention measurement. Final alignment for accreditation purposes will occur once the Guidelines are officially finalized and published.

How do the Attention Measurement Guidelines relate to outcome measurement standards?

The Attention Measurement Guidelines are intended to complement, not replace, existing outcome measurement standards. Attention metrics serve as an additional data point to help assess exposure and engagement, providing a fuller picture of advertising effectiveness alongside delivery and outcome-based metrics.

Will attention measurement providers be able to seek accreditation?

Yes. While the Media Rating Council (MRC) has already begun audits of attention measurement services against existing Standards and Guidelines, once finalized, these Guidelines are intended to serve as the basis for future MRC accreditation audits of attention measurement services.

Will public comments be anonymous or attributed?

Feedback submitted during the public comment period may be referenced or summarized during the finalization process. If you prefer that your comments remain anonymous or attributed differently, please indicate this clearly when submitting your feedback.

Additional Resources
In August 2024, the IAB Attention Task Force released the Attention Measurement Toolkit, focused on Data Signal Approaches to attention measurement. The Toolkit was developed to help agencies, advertisers, publishers, and measurement providers better understand how attention can be captured and reported using digital data signals.

The Toolkit includes:

• Attention Measurement Explainer: Data Signal Approaches
• Attention Measurement: Agency/Advertiser Checklist
• Attention Measurement: Publisher Checklist
• Attention Measurement: Request for Information Questions 

These resources were developed as an initial step toward building a consistent, transparent understanding of how data signals contribute to attention measurement practices.

Additional explainers covering Visual and Audio Tracking, Physiological and Neurological Observations, and Panel/Survey-Based Methods are currently under development and will be published alongside the final Attention Measurement Guidelines, expected before the end of 2025.

Ongoing Industry Collaboration

The IAB Attention Task Force continues to convene industry experts and stakeholders to advance attention measurement practices.

As part of its future efforts, the Task Force will be partnering with the Coalition for Innovative Media Measurement (CIMM) to develop an Attention Measurement Guide.

This Guide will be designed to complement the Attention Measurement Guidelines by providing additional implementation support and application considerations for organizations across the media and advertising ecosystem.

If you are interested in participating in the IAB Attention Task Force and contributing to the future of attention measurement, we welcome your involvement.

Submit a request to join the Attention Task Force here.

The post Attention Measurement Guidelines: Now Open for Public Comment appeared first on IAB.

New York – NY – April 17, 2025 – Internet advertising revenues demonstrated strong growth in 2024, increasing 14.9% year-over-year. Conducted by PwC, the “IAB Internet Advertising Revenue Report: Full Year 2024,” found internet advertising revenue hit $258.6 billion in 2024, its highest since 2021.

“The U.S. digital ad industry showed remarkable strength in 2024. Despite the volatility from geopolitical shifts, interest rate changes, and economic uncertainty, major events like the Presidential Election and Olympics provided meaningful tailwinds,” said David Cohen, CEO, IAB. “As we look ahead to this year, there is no doubt that we will see an even more dynamic market driven by geopolitical and economic factors. There is absolutely growth to be had for those that embrace the volatility and innovate. Now is the time to future-proof your business by exploring new solutions that leverage the latest advancements in technology while ensuring that consumer privacy stays at the forefront.”

Digital video continued to be the fastest-growing format, now accounting for nearly a quarter of total ad revenue, reflecting consumer engagement with video content. Podcast advertising came back to strong growth, with a significant increase compared to 2023, over 26% vs. 5%, respectively. Social media saw renewed confidence amongst advertisers due to increased investment in user-generated content, creator-driven partnerships, and community-led spaces.

Commerce media, including retail media networks, continued its strong growth in 2024, with revenues rising 23% to $53.7 billion, as the critical importance of first-party data ecosystems positions it as a key pillar in media budgets as brands shift towards privacy-compliant audience targeting.

Revenue Performance: Mid-tier Publishers See Strong Growth
While the entire digital ecosystem grew, mid-tier media companies experienced the largest share growth. Market share among the top 11-25 media companies reached 11% in 2024, an increase of 3.1%+ since 2023. This growth highlights the rising influence of emerging digital platforms, democratizing the ad ecosystem where brands are allocating budgets beyond the largest platforms.

“The biggest shift in market share came from the mid-tier companies, growing at a greater rate than both the largest and the smallest players,” said Cohen. “These midsized companies are adopting new business models, encouraging creator engagement, and leveraging AI and data-driven insights to offer more personalized, cost-effective advertising solutions. As a result, we’re seeing renewed growth and a next generation market taking shape.”

Outlook for 2025: AI, Privacy Regulation, and Creator Economy
“While digital advertising reached new heights in 2024, there are many forces that are quite literally transforming our industry in real time,” said Jack Koch, Senior Vice President, Research & Insights, IAB. “Next year we expect the industry to look quite different as media companies adopt new business models and lean heavily on AI, not only survive but thrive.”

According to the report, here are the top trends for 2025:

• AI-Driven Advertising: From Automation to Transformation: AI has evolved from a tool for automation to a transformative force in digital advertising, driven by generative and agentic models that can create content, make autonomous decisions, and manage campaigns end-to-end. These advancements are disrupting traditional ad channels like search, shifting from keyword bidding to native, conversational ad experiences embedded in AI-generated results. However, widespread adoption remains limited due to challenges with data readiness, tool fragmentation, and compliance. As AI takes over operational tasks, human creativity remains vital—pushing companies to redefine how technology and talent work together in the new media model.
• Creator Economy: Shifting to Long-Term Partnerships and Multi-Platform Expansion: The creator economy is thriving as brands shift from one-off influencer deals to long-term partnerships, aiming for more authentic, sustained engagement. Creators are expanding beyond social media into podcasts, newsletters, and retail partnerships, unlocking new monetization avenues. Short-form video dominates, but emerging platforms are reshaping consumer behavior and pushing brands to adapt. While platforms offer better revenue-sharing models, many creators still face challenges in a crowded space. Success hinges on authenticity, audience trust, and long-term strategy.
• Privacy & Regulation: The Rise of First-Party Data Strategies: The digital ad industry is shifting toward privacy-first strategies as signal loss and new state privacy laws limit user-level tracking. Brands are adopting first-party data, contextual targeting, and consent-based tools to stay compliant and effective. As consumers demand both protection and personalization, trust and transparency have become key competitive advantages.
• Streaming CTV, and Skinny Bundles: Monetizing in a Fragmented Landscape: As advertisers shift budgets from linear TV to streaming, ad-supported tiers from Netflix, Disney+, and Amazon Prime are expanding inventory while driving down CPMs. Live sports streaming on platforms like YouTube TV and Amazon is attracting ad dollars, while skinny bundles help reduce churn and boost ad-supported revenue. With increasing fragmentation, programmatic CTV and self-serve ad platforms are giving brands more control and efficiency in reaching engaged audiences.
• Business Model Reinvention: AI, commerce, and media are reshaping advertising, with brands adopting multi-platform strategies and AI-driven automation to stay competitive. Retail media networks offer high-intent audiences and closed-loop measurement, while new monetization models like subscription-based content and shoppable media are on the rise. As consumer habits evolve, many advertisers are expanding their presence across emerging networks to hedge against platform risk and maximize flexibility, giving brands a competitive edge in a fragmented market.

Click here to access the “IAB Internet Advertising Revenue Report: Full Year 2024.” Experts from IAB, PwC, and MAGNA will discuss key findings and trends from the report during a webinar on April 24th, at 2pm ET. Register here.

Methodology
Commissioned by the IAB and conducted by PwC Advisory Services LLC (“PwC”) on an ongoing basis, with results released quarterly, the “IAB Internet Advertising Revenue Report” was initiated by the Interactive Advertising Bureau (IAB) in 1996. This report uses data and information reported directly to PwC from companies selling advertising on the internet as well as publicly available corporate data. The results reported are considered to be a reasonable measurement of internet/online/mobile advertising revenues because much of the data is compiled directly from information supplied by companies selling advertising online. The report includes data reflecting online advertising revenues from websites, commercial online services, ad networks and exchanges, mobile devices, and email providers, as well as other companies selling online advertising. The report is conducted independently by PwC, including research by their in-house market research team, on behalf of the IAB. PwC does not audit the information and provides no opinion or other form of assurance with respect to the information. Only aggregate results are published and individual company information is held in strict confidence with PwC. Further details regarding scope and methodology are provided in the appendix of this report.

About IAB
The Interactive Advertising Bureau (IAB) empowers the media and marketing industries to thrive in the digital economy. Its membership comprises more than 700 leading media companies, brands, agencies, and the technology firms responsible for selling, delivering, and optimizing digital ad marketing campaigns. The trade group fields critical research on interactive advertising, while also educating brands, agencies, and the wider business community on the importance of digital marketing. In affiliation with the IAB Tech Lab, IAB develops technical standards and solutions. IAB is committed to professional development and elevating the knowledge, skills, expertise, and collaboration of the workforce across the industry. Through the work of its public policy office in Washington, D.C., the trade association advocates for its members and promotes the value of the interactive advertising industry to legislators and policymakers. Founded in 1996, IAB is headquartered in New York City.

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