IAB launches Project Eidos, AI measurement initiative backed by Havas, Publicis, WPP

August 28, 2026 · mediapost.com

Project Eidos, unveiled by the IAB at its annual conference, focuses on preparing advertising and media measurement for a future built around artificial intelligence. The ANA runs a separate advanced-audience-measurement initiative, Project Aquila, built on a framework of big data and consumer identity spines that connects reach and frequency across screens. Eidos participants include Havas, Publicis and WPP, and the accompanying survey of more than 400 planning and analytics decision-makers found half already scaling AI in their measurement systems, with 40% holding media contracts that carry AI-related clauses. Havas Media Network NA Executive Vice President of Analytics and Engineering Maggie Zak said, "There's no single methodology that can answer every measurement question."

Marketing mix models built on current data undercount paid channels entirely, per the survey, with zero percent of respondents saying every paid channel is well represented. The IAB estimates AI-enabled measurement could unlock $26.3 billion in media investment and $6.2 billion in productivity value within one to two years, numbers that will shape how planning teams budget for MMM refreshes and identity-based measurement contracts. Dentsu's new Generative Audiences AI targeting system, live in the U.K., reported a 60% improvement in meaningful reach and a 33% improvement in precision, an early signal of the gains Eidos participants are chasing at scale.