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State of Data 2026: The AI-Powered Measurement Transformation

Marketing performance has never mattered more — and yet the systems used to measure it are under strain. Privacy regulation, signal loss, platform-embedded optimization, and fragmented data environments have made it harder to connect media exposure to outcomes with confidence. At the same time, AI is accelerating expectations for speed, scale, and decision-readiness, exposing long-standing … Continued

IAB Announces Project Eidos

New York, NY – February 2, 2026 – Today, at the 2026 IAB Annual Leadership Meeting (ALM), CEO David Cohen announced Project Eidos, a coordinated, industry-wide effort to fundamentally modernize advertising and marketing measurement. “While advanced measurement is widely used across the industry, it’s still falling short of its core promise. The time for a … Continued

IAB Releases Draft Legislation Addressing AI Scraping

PALM SPRINGS, Calif. (February 2, 2026) – The Interactive Advertising Bureau (IAB) today released proposed draft legislation titled the AI Accountability for Publishers Act addressing the large-scale scraping of publisher content by artificial intelligence systems. IAB President and CEO David Cohen announced the proposal at IAB’s Annual Leadership Meeting, outlining the urgent need for legislative action to … Continued

IAB at 30: From Foundations to the Future

2026 Outlook: A Snapshot of U.S. Ad Spend, Opportunities, and Strategies for Growth

The 2026 IAB Outlook Study delivers market-wide and channel-level ad spend projections, plus insights into how media buyers are recalibrating growth strategies amid AI and agentic AI adoption, shifting consumer behavior, and rising performance pressure. With these insights, the ad industry can strategically prepare for 2026, benchmark performance, and identify new opportunities as the industry … Continued

The As-Is Measurement Landscape in the Creator Economy

Creators are no longer experimental. They drive discovery, trust, commerce, and culture at scale. However, while investment in creator advertising is accelerating faster than any other media channel, the industry still lacks the measurement standards, currencies, and financial rigor necessary to fully integrate creators into enterprise media strategies. The As-Is Measurement Landscape in the Creator … Continued

AI Transparency and Disclosure Framework

IAB has released its first-ever AI Transparency and Disclosure Framework, an industry framework for AI disclosure in advertising that balances transparency with operational efficiency, helping brands, agencies, publishers, and platforms navigate responsible AI use. The Framework introduces a risk-based, materiality-driven approach that avoids blanket labeling. Disclosure is required only when AI materially affects authenticity, identity, … Continued

The AI Ad Gap Widens

Consumer Skepticism Persists as AI Advertising Expands—But Disclosure Can Close the Gap Brands are using AI more often in the ad creation process, but for the second year in a row new research from IAB finds that Gen Z and Millennial consumers feel less positive about AI-generated advertising than ad executives think they do. The … Continued