The Interactive Advertising Bureau (IAB) is developing a framework to address how the advertising industry measures AI-driven advertising, Digiday reports.

The initiative comes as advertisers and agencies struggle to evaluate performance for campaigns that use AI-generated content and AI-powered media buying. Current measurement standards were built for conventional creative and placement workflows, and the industry lacks a common vocabulary for counting, verifying, and attributing AI-assisted advertising activity.

Details on the framework remain limited at this stage. The IAB has not yet published a release date, a technical specification, or a list of participating companies.

Measurement has become a pressure point as AI tools spread across campaign workflows — from creative generation to audience targeting to bid optimization. Advertisers buying AI-generated placements have raised questions about how to compare performance against traditional formats and how to audit what they are paying for.

The IAB regularly publishes standards and guidance for digital advertising, including measurement definitions, viewability specs, and brand safety protocols. A dedicated AI measurement framework would extend that standards work to cover the specifics of AI-driven campaigns.

We will update this story as the IAB releases the framework's scope, participants, and timeline.