Executive Director, Measurement at IAB (Interactive Advertising Bureau)
Yeban is known for leading IAB's cross-media measurement and currency standards initiatives, helping the advertising industry establish consistent frameworks for evaluating campaign performance across fragmented digital and traditional media channels.
Last updated Feb 27, 2026 by AI Enrichment
Jade Yeban is a measurement standards leader at the IAB, where she drives industry-wide initiatives around cross-media measurement and advertising currency development. At a pivotal moment for the advertising industry — marked by audience fragmentation, the decline of third-party cookies, and the proliferation of streaming and digital platforms — Yeban works to build consensus frameworks that allow advertisers, agencies, and media companies to evaluate campaign performance consistently across channels. Her role places her at the center of one of AdTech's most consequential debates: how to establish trusted, interoperable measurement currencies in a multi-platform world. As Executive Director of Measurement at IAB, Yeban engages with a broad coalition of industry stakeholders including publishers, buy-side platforms, measurement vendors, and broadcasters to advance standards that bridge legacy TV measurement with digital and streaming metrics. Her work encompasses both the technical architecture of measurement systems and the policy and governance considerations required to achieve industry adoption at scale. Yeban's expertise spans attribution modeling, cross-media measurement methodologies, and the development of advertising currencies that can serve as common benchmarks across the ecosystem. Her leadership at IAB positions her as a key voice in shaping how the industry moves beyond siloed, panel-based measurement toward more comprehensive, privacy-compliant approaches.