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.

Backed by research finding half of demand-side execs already are scaling AI in their advanced audience measurement, the news comes days after Dentsu unveiled a proprietary generative audiences system.

Measurement does not become useful because it moves faster. According to the report, it becomes useful when teams trust what they are seeing and understand its limits. AI may support that outcome, but ...

The Board of Governors of the Federal Reserve System and the other federal banking agencies1 are issuing the attached Interagency Guidance on the Advanced Measurement Approaches for Operational Risk ...

If you've been following the advertising technology (adtech) ecosystem and all things privacy, measurement and targeting, you know that the only thing that has remained unchanged is that everything is ...

The Coalition for Innovative Media Measurement (CIMM) and TVB have announced a study that highlights innovations within the local television and video marketplace, with strategic recommendations and ...