Measurement has reached a critical juncture. Media consumption has fragmented across platforms, formats and devices, while the loss of cross-platform identifiers and addressable signals has made consistent, comparable measurement harder, weakening marketers’ ability to link exposure to business outcomes, compare channels fairly and understand how channels work together.
IAB Australia has identified the Future of Measurement as a strategic focus area. This industry review examines current and expected changes in measurement practices, datasets, signals and processes for the Australian market, to identify gaps, define future requirements and inform a 2027 strategy for industry-driven measurement infrastructure that enables transparent, consistent and robust measurement.
The review’s central finding is that the constraint is data, not a shortage of measurement methods, with respondents calling for shared, standardised data for media planning and the assessment of advertising effectiveness.
Key findings
The IAB Australia Future of Measurement Report 2026 draws on qualitative interviews with stakeholders across 34 companies, measurement-relevant findings from IAB Australia State of the Nation surveys conducted with the advertising buy-side over the past year, and a range of Australian and global secondary sources. Published September 2026. © 2026 IAB Australia. All rights reserved.
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