IAB UK yesterday announced the formation of a new Measurement Advisory Board, bringing together senior representatives from some of the most influential companies in digital advertising, including Amazon, Google, Meta, Microsoft and TikTok, to drive a cross-industry push towards more transparent, consistent and effective digital measurement.
The launch of the Board follows independent external research commissioned by IAB UK, which highlights significant challenges across the current measurement landscape. Findings show a notable disparity in knowledge and measurement maturity across organisations, a lack of standardisation in methodology, and a call for more transparency across all digital channels. These issues are felt most acutely by publishers, who often sit within broader multichannel plans but lack access to the holistic measurement frameworks brands require.
According to the research, the industry’s continued reliance on click-based metrics, combined with growing platform complexity and limited visibility into proprietary measurement systems, is undermining trust and inhibiting progress. IAB UK is calling on the industry to work collectively to address these problems, warning that meaningful improvement will only happen through shared commitment and open collaboration.
Speaking yesterday, Jon Mew, CEO at IAB UK, said: “Measurement is one of the most urgent challenges facing digital advertising. Fragmented approaches, opaque methodologies and outdated metrics don’t serve advertisers, agencies, publishers or consumers, whose loyalty is built through meaningful, long-term brand experiences rather than short-term clicks.”
Elizabeth Lane, head of insights at IAB UK, continued: “By bringing together market-leading companies through our new Measurement Advisory Board, we have the right players from across the industry to drive alignment, champion best practice and accelerate progress across the ecosystem. There’s no silver bullet to solve such a complex challenge, but we aim to improve the ecosystem with better alignment, more education and stronger standards.”
Alongside the formation of the Board, IAB UK says it will expand its programme of education and guidance for members in 2026. This includes resources on advanced measurement approaches such as conversion APIs and attention-based metrics, as well as plans to work with IAB US to develop global shared best-practice principles.
The Measurement Advisory Board includes representation from brands, publishers, agencies, ad tech companies and measurement specialists. Members include Amazon, Google, Meta, Microsoft, TikTok, Bauer Media,Mail Metro Media, Chanel, Tesco Media, Aldi, Global, Havas, Dentsu, OMD, WPP, Index Exchange, Pubmatic, Criteo, The Trade Desk, ISBA, Comscore, Ipsos, Kantar and others from across the advertising industry.
IAB UK is calling on advertisers, agencies, publishers and platforms to come together and adopt available guidance to help build a more transparent and trusted measurement environment.
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