Backed by 33 companies including Google, Meta, Amazon Ads, and Unilever, Project Eidos is the industry's most ambitious attempt to fix fragmented measurement. The accompanying State of Data 2026 report finds 60-75% of advanced measurement users say current tools fall short.
PayPal unveiled its Transaction Graph Insights and Measurement program at CES 2026, offering advertisers deterministic, cross-merchant attribution built on 430 million consumer accounts. It's the first major measurement product built entirely on verified purchase data.
LiveRamp acquired Habu. WPP acquired InfoSum. NIQ launched on Snowflake. After years of fragmentation, the clean room market is entering its consolidation phase. Here's what it means for measurement.
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