For online advertisers, managing campaigns these days can feel like flying blind in a black box. No wonder ad buyers are so willing to hand the keys off to AI copilots and bots. And little wonder, too ...
NEW YORK—The Interactive Advertising Bureau has announced Project Eidos, an industry-wide effort to modernize advertising and marketing measurement, at its 2026 Annual Leadership Meeting. “While ...
NEW YORK, Feb. 2, 2026 /PRNewswire/ -- Today, at the 2026 IAB Annual Leadership Meeting (ALM), CEO David Cohen announced Project Eidos, a coordinated, industry-wide effort to fundamentally modernize ...
Project Eidos arrives as new research from the industry group shows no buy-side buyers believe all paid channels are represented in current marketing mix models. Current marketing and media ...
IAB Australia has launched a new ‘Future of Measurement’ initiative that will focus on strengthening how advertising opportunities and outcomes are assessed. IAB Australia has commenced work on a ...
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