IAB Releases Measurement Services Addendum v1.0 for Public Comment

New Draft Framework Introduces Standardized Contractual Terms for Advertising Measurement, Verification, Attribution, and Analytics Services

Public Comment Open Until October 22, 2026

NEW YORK, Sept. 22, 2026 /PRNewswire/ -- Interactive Advertising Bureau (IAB), the leading trade association for the digital advertising industry, today released the Measurement Services Addendum v1.0 for public comment, introducing a standardized contractual framework for companies that provide, purchase, or use advertising measurement, verification, attribution, and analytics services. Developed through IAB's Terms & Conditions Task Force, the addendum expands IAB's modular legal framework to support more consistent, efficient, and interoperable agreements across the digital advertising ecosystem. The public comment period will be open for 30 days until October 22, 2026.

"Reliable measurement is fundamental to a healthy digital advertising marketplace, but the legal frameworks supporting those relationships have often been shaped one agreement at a time," said David Cohen, CEO, IAB. "By developing a common contractual foundation for measurement services, we're giving the industry a practical starting point that can reduce friction, improve efficiency, and help organizations spend less time negotiating custom agreements and more time delivering value for all."

The Measurement Services Addendum is the latest component of IAB's modular legal framework, building on the General Terms v1.1 and Direct Buy Addendum v1.0 released earlier this year. Designed for use by advertisers, agencies, publishers, media owners, platforms, and measurement providers, the framework establishes standardized terms for advertising measurement relationships, helping reduce contractual fragmentation, streamline negotiations, improve operational efficiency, and create greater consistency across the digital advertising ecosystem while remaining flexible enough to accommodate different technologies, methodologies, and business models.

"Measurement has become increasingly sophisticated, but the contracts governing those services haven't kept pace," said Cintia Gabilan, SVP, Centers of Excellence & Industry Initiatives, IAB. "The Measurement Services Addendum gives organizations a practical legal framework they can adopt as written or incorporate into existing agreements, making it easier to create greater consistency across measurement relationships while accommodating different business models and technologies."

The public comment package includes the Measurement Services Addendum v1.0, General Terms v1.1 and Appendix 1 – Definitions v1.1, which together establish a shared legal baseline for advertising measurement relationships. The General Terms are incorporated by reference into the addendum and are intended for use with an applicable addendum rather than as a standalone agreement.

IAB invites advertisers, agencies, publishers, platforms, measurement providers, ad technology companies, and legal, procurement, finance, privacy and ad operations professionals to review the draft and provide feedback. Comments received during the public comment period will be considered in the finalization process.

Public comments will be accepted through October 22, 2026. Feedback, including suggested edits, implementation questions, and general usability comments, may be submitted to [email protected]. Draft documents are available here.

About IAB

The Interactive Advertising Bureau (IAB) empowers the media and marketing industries to thrive in the digital economy. Its membership comprises more than 700 leading media companies, brands, agencies, and the technology firms responsible for selling, delivering, and optimizing digital ad marketing campaigns. The trade group fields critical research on interactive advertising, while also educating brands, agencies, and the wider business community on the importance of digital marketing. In affiliation with the IAB Tech Lab, IAB develops technical standards and solutions. IAB is committed to professional development and elevating the knowledge, skills, expertise, and collaboration of the workforce across the industry. Through the work of its public policy office in Washington, D.C., the trade association advocates for its members and promotes the value of the interactive advertising industry to legislators and policymakers. Founded in 1996, IAB is headquartered in New York City.

SOURCE Interactive Advertising Bureau (IAB)