IAB launches initiative to fix creator deal measurement and payment gaps
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.
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 · Jianna Caronan · read the original.
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