Matt Shapo
Matt Shapo is a digital advertising measurement leader at the Interactive Advertising Bureau (IAB), where he serves as Senior Director of Measurement. In this role, he is responsible for developing and advancing industry standards, frameworks, and best practices around digital media measurement, including audience measurement, attribution, and cross-platform metrics. He works closely with IAB member companies—spanning publishers, agencies, brands, and technology vendors—to build consensus and drive adoption of measurement guidelines that bring greater consistency and accountability to digital advertising.
Last updated Oct 8, 2026 by ATDb automated enrichment
AI-drafted from public sources1 source cited
- Years in industry
- 15 years
Bio
Matt Shapo is a digital advertising measurement leader at the Interactive Advertising Bureau (IAB), where he serves as Senior Director of Measurement. In this role, he is responsible for developing and advancing industry standards, frameworks, and best practices around digital media measurement, including audience measurement, attribution, and cross-platform metrics. He works closely with IAB member companies—spanning publishers, agencies, brands, and technology vendors—to build consensus and drive adoption of measurement guidelines that bring greater consistency and accountability to digital advertising.
Expertise & education
Expertise
Speaking topics
Recognition
Notable achievements
- Led IAB measurement initiatives to establish industry-wide standards for digital audience and attribution measurement
- Contributed to IAB frameworks addressing cross-media and cross-platform measurement challenges facing the advertising industry
Publications
- IAB measurement guidelines and white papers