.jpg)
When Anthony Katsur, CEO of the IAB Tech Lab, sat down with Madhive CEO Spencer Potts in this episode, he shared his vision for the industry and the need for a shared omnichannel currency:
“If we had a universal measurement framework… we’ve just solved it.”
That “it” being the holy grail—true omnichannel measurement.
In today’s fragmented media landscape, brands and agencies are asking a critical question: How do we measure performance across every screen, format, and platform? The answer, according to Katsur, lies in industry-wide collaboration, driven by technical standards.
As the digital ecosystem evolves—with AI, CTV, and signal loss reshaping the rules—the IAB Tech Lab is working to guide the industry through its next phase. That means rallying the buy side and sell side alike around standardization: of formats like QR ads, of creative specs for CTV, and, most importantly, of a shared measurement language that works across all media.
Without it, brands are stuck stitching together metrics and guessing at reach and frequency. With it, we move closer to true efficiency, transparency, and outcomes that are measurable across channels.
At Madhive, we’re proud to partner with the Tech Lab—especially as we continue expanding our omnichannel capabilities—and play an active role in crafting the future of standards. Because as Katsur reminded us, standards aren’t enforced—they’re adopted when they drive value. And we’re here to help make that happen.
Watch to the full episode below
