Our Mission

Mission

The collection and use of data to reach audiences and measure online advertising campaigns is central to powering the digital advertising ecosystem. The Measurement, Addressability & Data Center aims to provide essential industry guidance and education on solutions amid changes in underlying technology, privacy regulations in a constantly evolving ecosystem.

The Measurement, Addressability & Data (MAD) Center focuses on the following initiatives:

  • Measurement & Attribution
  • Addressability
  • Privacy
  • Retail Media
  • State of Data

Learn more about our State of Data initiative and download the latest reports here.

Our Work

  • Develop measurement and addressability standards, best practices, and guidelines for digital media
  • Identify requirements for improving data assets for brand suitability, brand safety, transparency, and trust
  • Provide updated standard IAB Terms & Conditions to allow companies to transact more efficiently
  • Guidance on new addressability and measurement solutions of known and unknown audiences and/or changes in the marketplace.
  • Accelerate the development of effective emerging markets, such as retail media networks, data clean rooms, etc.
Interested in participating in Measurement, Addressability & Data Center initiatives?
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Who We Are

Who We Are

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Our Initiatives

Our Initiatives

  • Companies are constantly facing new challenges as well as new ways of addressing the needs of their audiences as the advertising landscape continues to change. Bringing together stakeholders from across the digital supply chain, IAB helps companies identify new ways of reaching and attracting known and unknown audiences, and prepare for impending changes within the … Continued
    Read More  
  • Measurement powers the digital advertising ecosystem. It’s 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 … Continued
    Read More  
  • Consumer trust is the lifeblood of digital media and brand loyalty.  With the loss of identifiers and increased privacy regulation, advertisers and marketers need to find new ways to operate their business, address their customers with personalized messaging, and comply with local and global legislation.  Our industry has grown quickly, with innovation outpacing regulation. Now, we need to … Continued
    Read More  
  • This is the sixth year that IAB releases annual research about the State of Data, which addresses the challenges and solutions we are collectively experiencing as an industry for all things data. The newly-released IAB State of Data Report 2023 presented during the IAB Annual Leadership Meeting (ALM) 2023 on January 22-24, examines how data clean … Continued
    Read More  
  • Addressability
    Addressability
    Companies are constantly facing new challenges as well as new ways of addressing the needs of their audiences as the advertising landscape continues to change. Bringing together stakeholders from across the digital supply chain, IAB helps companies identify new ways of reaching and attracting known and unknown audiences, and prepare for impending changes within the … Continued
    Read More
  • Measurement
    Measurement
    Measurement powers the digital advertising ecosystem. It’s 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 … Continued
    Read More
  • Privacy
    Privacy
    Consumer trust is the lifeblood of digital media and brand loyalty.  With the loss of identifiers and increased privacy regulation, advertisers and marketers need to find new ways to operate their business, address their customers with personalized messaging, and comply with local and global legislation.  Our industry has grown quickly, with innovation outpacing regulation. Now, we need to … Continued
    Read More
  • State of Data
    State of Data
    This is the sixth year that IAB releases annual research about the State of Data, which addresses the challenges and solutions we are collectively experiencing as an industry for all things data. The newly-released IAB State of Data Report 2023 presented during the IAB Annual Leadership Meeting (ALM) 2023 on January 22-24, examines how data clean … Continued
    Read More

Recent Updates

Updates from the Measurement, Addressability & Data Center

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