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# IAB launches initiative to fix creator deal measurement and payment gaps
- URL: https://www.medianexis.com/iab-launches-initiative-to-fix-creator-deal-measurement-and-payment-gaps/
- Published: 2026-11-10T22:19:15.000Z
- Updated: 2026-11-10T22:19:16.000Z
- Description: IAB’s Jianna Caronan reports that the trade group’s new Trusted Creator Brand Deal Initiative found 67% of industry leaders cite measurement as the top problem, with a common definition of a “view” the most-requested standard.
- Author: Medianexis Signals Desk
- Tags: Creators, Jianna Caronan, IAB launches Trusted Creator Brand Deal Initiative

**Why it matters.** Buyers and platforms gain leverage to demand shared metrics once IAB and the MRC set common definitions for views and reach.

*Signal from* [*iab.com*](https://iab.com/?ref=medianexis.com) *·* [*Jianna Caronan*](https://www.medianexis.com/tag/by-jianna-caronan/) *·* [*read the original*](https://www.iab.com/news/iab-launches-trusted-creator-brand-deal-initiative/?ref=medianexis.com)*.*