Netflix's March 2026 update brings a proprietary Conversion API that outperformed benchmarks by 75% in early tests, Amazon and Yahoo DSP audience integrations, and Lumen eye-tracking-based attention measurement — a significant maturation of the streamer's ad infrastructure.
Meta is overhauling how it counts ad conversions, restricting click-through attribution to link clicks only and introducing a new engage-through attribution category for social interactions. The changes align Meta's reporting with Google Analytics and roll out in March 2026.
Google's new Scenario Planner gives marketers a code-free interface to test budget allocations and view real-time ROI estimates on top of its Meridian MMM. Nearly 40% of marketers struggle to connect MMM outputs to business decisions — this tool aims to close that gap.
The integration embeds AI-powered attention signals directly into the SSP, letting buyers filter inventory pre-bid based on predicted viewer engagement. Combined with Adelaide's 2026 Outcomes Guide showing 33% brand lift and 53% lower-funnel gains, attention is becoming operationalized at scale.
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.
In a flurry of CES 2026 announcements, Comscore launched daily program-level audience reporting powered by AWS AI, signed ESPN as a cross-platform measurement client, and integrated audio targeting and measurement into The Trade Desk. The moves position Comscore as a comprehensive alternative in an increasingly fragmented measurement landscape.
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.
Albertsons is the first major retailer to offer causal incrementality measurement for in-store digital media. A Mondelez beta campaign delivered a $2.41 iROAS and 14% sales lift. The network plans to expand to 800 additional stores in 2026.
The multi-year deal deepens data sharing between the two companies as Roku's devices now account for more than 21% of total TV viewing. Here's what the partnership covers and why it matters for CTV measurement.
The Media Rating Council and IAB issued comprehensive attention measurement guidelines in November 2025. Adelaide is now the first vendor under MRC review, signaling a push to make attention a tradeable currency.
Google's open-source media mix model is out of beta with 20+ certified measurement partners, support for non-media variables, and channel-level priors. We break down what's new and how it stacks up.
Updated standards expand beyond traditional retail media to cover quick commerce, introduce a refined measurement funnel, and include the industry's first incrementality measurement guidelines for commerce media.
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