Key Points
- IAB has released the Measurement Services Addendum v1.0 for public comment; the draft creates standardized contractual terms for advertising measurement, verification, attribution and analytics services.
- IAB says the framework is intended to reduce contractual fragmentation and streamline negotiations across the digital advertising ecosystem.
- Public comment is open for 30 days, through October 22, 2026.
The Interactive Advertising Bureau (IAB) has released a new draft addendum intended to standardize contractual terms for companies that provide, buy or use advertising measurement, verification, attribution and analytics services.
The Measurement Services Addendum v1.0 was released Tuesday for public comment. Feedback will be accepted through October 22, the organization said in a press release.
IAB said the addendum was developed through its Terms & Conditions Task Force as part of a broader modular legal framework for digital advertising agreements. The trade group said the new document is designed to reduce fragmentation in measurement contracts, streamline negotiations and create more consistency across the digital advertising ecosystem.
“Reliable measurement is fundamental to a healthy digital advertising marketplace, but the legal frameworks supporting those relationships have often been shaped one agreement at a time,” IAB CEO David Cohen said in a statement.
Cohen said the framework is intended to give the industry a common starting point that can reduce negotiation time and improve efficiency.
The Measurement Services Addendum is designed for advertisers, agencies, publishers, media owners, platforms and measurement providers. IAB said the framework is flexible enough to account for different technologies, methodologies and business models while establishing shared contractual terms for measurement relationships.
The addendum builds on IAB’s General Terms v1.1 and Direct Buy Addendum v1.0, which were released earlier this year. The public comment package includes the Measurement Services Addendum v1.0, General Terms v1.1 and Appendix 1 – Definitions v1.1.
IAB said the General Terms are incorporated by reference into the Measurement Services Addendum and are intended to be used with an applicable addendum rather than as a standalone agreement.
“Measurement has become increasingly sophisticated, but the contracts governing those services haven’t kept pace,” Cintia Gabilan, the Senior Vice President of Centers of Excellence and Industry Initiatives at IAB, said on Tuesday.
Gabilan noted the addendum gives organizations a legal framework they can adopt as written or incorporate into existing agreements.
IAB is inviting advertisers, agencies, publishers, platforms, measurement providers, ad technology companies and professionals in legal, procurement, finance, privacy and ad operations roles to review the draft and submit feedback. The organization said comments received during the public comment period will be considered before the framework is finalized.
The draft is available to view by clicking or tapping here.
