The Measurement Agenda: IAB UK’s 2026 roadmap, member priorities & your voice
Help shape IAB UK’s work on outcomes measurement
Digital outcomes measurement is a key challenge for the industry, and we want to hear what matters most to our members. Take a few minutes to share your views on the challenges, priorities and how IAB UK can help.
Understanding Measurement Standards
Explore our one-page guides to key digital measurement standards, covering the frameworks and protocols helping to improve consistency, transparency and trust across the advertising ecosystem.
OMSDK / Viewability, Fraud & Brand Safety
A quick guide to the standardised SDK approach supporting transparent verification across digital environments.
Podcast Audience & Ad Delivery
A snapshot of the standards helping the industry measure podcast audiences and ad delivery more consistently.
ACIF (Ad Creative ID Framework)
A concise overview of how standardised creative IDs can improve consistency, reconciliation and cross-platform measurement.
ADMaP (Attribution Data Matching Protocol)
A introduction to privacy-centric data matching for more secure and effective attribution reporting.
Measurement Thinking from our Members
Explore measurement guides and explainers from IAB UK members, covering practical approaches to incrementality, marketing mix modelling and the wider digital advertising landscape.
Bauer: Introduction to Digital Advertising
A useful foundation piece for anyone looking to strengthen their understanding of the wider digital advertising landscape.
Google: The MMM Handbook
A practical handbook for marketers looking to build more effective marketing mix models around real business questions.
Meta: Measurement 360 - Building a Suite of Truth
A guide to building a broader measurement framework grounded in incrementality rather than a single source of truth.
IAB UK Training: Introduction to Digital Measurement
Learn the key principles of how to build your measurement strategy and explore the tools and methodologies available.
More Measurement Training & Learning Resources
Further build your knowledge with resources from Meta and Google, covering platform expertise, media effectiveness and modelling.
IAB UK Measurement Toolkit
Our Measurement Toolkit is the perfect place to get better acquainted with what different strategies can achieve and the key considerations to help you make the right choice for your objectives.
The UK standard for digital audience measurement
UK Online Measurement, known as UKOM, defines and governs the UK standard for audience measurement helping the media and marketing industry understand digital audiences with confidence. UKOM endorsed data in Ipsos iris data generates a comprehensive and robust measure of UK online audience behaviour on PCs, tablets and smartphones. Visit UKOM to learn more.