IAB: Influencer marketing needs a common definition of a view

The Interactive Advertising Bureau wants social media platforms to reach a consensus on what counts as a view in influencer marketing – setting a six-month target to make progress towards a shared definition.

The digital advertising trade body said inconsistent reporting currently makes it difficult for brands to compare campaign results across platforms and assess the value of their spending. It is making measurement a priority in an effort to resolve the problem.

“Our immediate IAB priority is to define ‘what is a view’ and drive meaningful industry progress within six months. We then aim to advance broader, outcome-based measurement by the end of 2027,” the IAB told The Daily Influence.

It said work is underway to form a measurement working group bringing together members from platforms, measurement companies, agencies and brands, alongside other industry bodies working on creator marketing.

The renewed focus comes after the IAB lifted the lid on the challenges facing influencer marketing in its report, The Creator Economy’s Next Chapter, finding that the systems supporting the industry have struggled to keep pace with its growth.

The report identified seven areas requiring attention, with content usage rights, payment delays and agency fee transparency among the biggest sources of friction. Of the 53 industry leaders surveyed, 61% identified content usage rights as a contractual problem, while 60% cited lengthy payment terms.

The IAB has not set a timetable for addressing the remaining six areas. It said its board would consider further initiatives as progress is made on measurement, while other industry organisations may tackle some of the issues independently.

“The creator economy has grown up faster than the infrastructure to support it, and the window to act is now, while demand is strong and the industry is willing,” IAB chief executive David Cohen said in a statement accompanying the report. “If we wait, the same friction points will get set in stone and undoubtedly inhibit future growth.”