# Ad Measurement Weekly

> The independent weekly covering attribution, incrementality testing, media mix modeling, privacy changes, and the business of advertising measurement.

## About

Ad Measurement Weekly publishes weekly analysis and news about the advertising measurement industry. Topics include attribution, incrementality testing, geo-experiments, media mix modeling (MMM), privacy and cookie deprecation, retail media measurement, CTV/streaming measurement, attention metrics, and data clean rooms.

## Articles

- [MMM Has Officially Overtaken MTA as the Measurement Method Marketers Trust Most](https://admeasurementweekly.com/posts/mmm-overtakes-mta-measurement-stack-2026): New industry data shows 53% of marketers now use media mix modeling and 67% plan to increase investment — while multi-touch attribution faces an existential crisis from signal loss. Here's where MMM fits in the modern measurement stack, what's driving the shift, and what still needs fixing.
- [Netflix Expands Ads Suite with Conversion API, Amazon and Yahoo Data, and Lumen Attention Measurement](https://admeasurementweekly.com/posts/netflix-ads-suite-capi-amazon-yahoo-lumen): 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 Redefines Click Attribution and Introduces Engage-Through Measurement](https://admeasurementweekly.com/posts/meta-redefines-click-attribution-engage-through): 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 Launches No-Code Scenario Planner to Make Meridian MMM Accessible to Non-Technical Teams](https://admeasurementweekly.com/posts/google-meridian-scenario-planner-no-code-mmm): 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.
- [Attention Metrics Move Into Real-Time Bidding as xpln.ai Integrates with Index Exchange](https://admeasurementweekly.com/posts/attention-metrics-move-into-real-time-bidding): 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.
- [Nielsen Launches Co-Viewing Pilot With Wearables as Tubi Deal Signals Streaming Measurement Arms Race](https://admeasurementweekly.com/posts/nielsen-co-viewing-pilot-tubi-streaming-measurement-expansion): Nielsen is piloting wearable-based co-viewing measurement starting with Super Bowl LX, targeting currency integration by the 2026/2027 season. Meanwhile, Tubi's expanded Nielsen deal underscores how ad-supported streamers are racing to prove their audiences are bigger — and more valuable — than legacy metrics suggest.
- [IAB Launches Project Eidos to Overhaul Ad Measurement Across MMM, Attribution, and Incrementality](https://admeasurementweekly.com/posts/iab-project-eidos-measurement-modernization): 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.
- [Retail Media Enters Its Accountability Era as Incrementality Measurement Goes From Optional to Expected](https://admeasurementweekly.com/posts/retail-media-accountability-era-incrementality-measurement-2026): Only 15% of marketers rate their retail media measurement as effective, yet brands actively measuring incrementality report 54% reductions in wasted spend. With Albertsons launching in-store incrementality and advertisers averaging six RMNs, the gap between measurement leaders and laggards is widening fast.
- [Twelve States Now Mandate GPC — And Enforcement Is Getting Real](https://admeasurementweekly.com/posts/us-privacy-enforcement-era-measurement-impact): With twelve US states requiring businesses to honor Global Privacy Control signals and seven-figure fines becoming routine, the privacy enforcement era has arrived. Here's what the 2026 enforcement wave means for ad measurement teams.
- [Comscore Goes All In on Cross-Platform Measurement With ESPN Deal, Daily Program Reporting, and Trade Desk Audio](https://admeasurementweekly.com/posts/comscore-cross-platform-measurement-espn-trade-desk-2026): 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 Ads Launches Transaction Graph Measurement — Turning Purchase Data Into an Attribution Engine](https://admeasurementweekly.com/posts/paypal-ads-transaction-graph-measurement-launch): 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 Media Collective Launches In-Store Incrementality Measurement With Matched-Market Framework](https://admeasurementweekly.com/posts/albertsons-in-store-incrementality-measurement-launch): 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.
- [Google's Privacy Sandbox Is Officially Dead. Now What?](https://admeasurementweekly.com/posts/google-privacy-sandbox-officially-dead): After nearly five years of development and regulatory scrutiny, Google retired Topics, Protected Audience, and its Attribution Reporting API in October 2025. Third-party cookies are staying in Chrome. Here's what it means for measurement teams.
- [Google's Meridian MMM Is Now Open to All Marketers — And It's Getting Serious](https://admeasurementweekly.com/posts/google-meridian-mmm-open-to-everyone): 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.
- [MRC and IAB Release Attention Measurement Guidelines — Adelaide Seeks First Accreditation](https://admeasurementweekly.com/posts/mrc-iab-attention-measurement-guidelines): 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.
- [Nielsen and Roku Expand Measurement Partnership in Push for Unified Streaming View](https://admeasurementweekly.com/posts/nielsen-roku-expand-measurement-partnership): 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.
- [IAB Releases Retail Media Measurement Standards V2 — With a Deadline for Compliance](https://admeasurementweekly.com/posts/iab-retail-media-measurement-standards-v2): 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.
- [The Data Clean Room Market Is Consolidating Fast — And That Might Be a Good Thing](https://admeasurementweekly.com/posts/data-clean-room-era-consolidation): 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.
- [Incrementality Testing Has Gone Mainstream: 52% of Brands Now Running Experiments](https://admeasurementweekly.com/posts/incrementality-testing-goes-mainstream): New industry data shows over half of brands and agencies are using incrementality testing. A study of 225 geo-tests establishes the first public benchmarks for incremental ROAS across digital channels.

## Key Topics

- Attribution: How advertisers assign credit for conversions across touchpoints. Includes last-click, multi-touch attribution (MTA), and privacy-preserving attribution APIs.
- Incrementality Testing: Experimental methods (primarily geo-based) to measure the causal impact of advertising spend. The gold standard for proving ad effectiveness.
- Media Mix Modeling (MMM): Statistical models that estimate the contribution of each marketing channel to business outcomes. Tools include Google Meridian, Meta Robyn, and PyMC-Marketing.
- Privacy & Cookies: Changes to tracking infrastructure including Google's Privacy Sandbox retirement, third-party cookie deprecation in Safari/Firefox, and privacy regulations (GDPR, CCPA).
- Retail Media Measurement: Standards and methodologies for measuring advertising on retail media networks (Amazon Ads, Walmart Connect, Instacart, etc.).
- CTV & Streaming Measurement: Cross-platform measurement challenges in connected TV advertising, including partnerships like Nielsen-Roku.
- Attention Metrics: Emerging measurement methodology using eye-tracking and behavioral signals to quantify ad attention. Key players: Adelaide (AU metric), Lumen Research, TVision.
- Data Clean Rooms: Privacy-safe environments for matching advertiser and publisher data. Market consolidation: LiveRamp acquired Habu, WPP acquired InfoSum.