IAB Australia has started work on a Future of Measurement initiative examining how advertising opportunities and outcomes are assessed across the Australian market.
Findings to be presented at IAB's MeasureUp conference in Sydney on September 2.
The project will assess the current measurement landscape including audience measurement systems, advertising exposure signals and outcome measurement approaches.
It will also offer guidance on best practice frameworks covering incrementality testing, attribution and marketing mix modelling, and set out a forward view of how measurement is likely to evolve in Australia.
"Media consumption continues to fragment across platforms, devices and formats while marketers face increasing pressure to demonstrate the business impact of their advertising investment," said Natalie Stanbury, director of research at IAB Australia.
"The challenge for the industry is how these approaches work together and how we can maintain trusted and comparable measurement across channels."
The initiative will also examine the influence of AI on measurement model design.
Stanbury said that "as signals evolve and cross media planning becomes more complex, AI based approaches may help improve analysis and efficiency, but transparency and strong methodology will remain essential".
Marketers, agencies, media owners, platforms, measurement vendors, data partners and other industry bodies will all be consulted during the project.
IAB Australia will draw on global work including IAB US's Project Eidos, which is developing industry principles for the next generation of advertising measurement.
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