a shared language for businesses to benchmark and progress measurement capabilities
Every marketer measures; impressions, conversions, revenue. What’s often missing is how these connect.
In conversations with senior marketing leaders across financial services, FMCG, retail, telco, and technology, one theme came through consistently; teams are being asked to justify marketing investment in financial terms, but measurement sits in silos, making that connection difficult.
The pressure is increasing. Kantar data shows 97% of APAC companies track marketing effectiveness, while ROI as a stated priority rose from 41% to 48% between 2024 and 2025.
The region needed a way to organise what already exists. The result is the IAB SEA+India Measurement Maturity Framework. A 3×3 grid and accompanying glossary that allows any marketer to see where their measurement capabilities are today, where they could be tomorrow, and what stronger business outcomes become possible as they progress.
“Our Measurement Council recognised this fragmentation extended to how we discuss and compare measurement approaches. The IAB SEA+India Measurement Maturity Framework establishes the shared foundation companies need to assess current measurement capabilities, spot opportunities to strengthen, and drive better business outcomes as a result.” Miranda Dimopoulos, Regional CEO, IAB SEA+India
See what your data can do today, and what to build next
Most companies track metrics in isolation. Campaign delivery in one system, conversions in another, revenue somewhere else. This framework brings them into one view.
It answers two questions at once:
How advanced is your data setup
What you are measuring
This is the first standardised measurement model for Southeast Asia and India, designed to evolve as our industry does. We invite every marketer, analyst, and business leader to start by reading the whitepaper, download the framework, plot your metrics, and see what becomes possible next.
The IAB SEA+India Measurement Council brings together experts from across Southeast Asia and India to develop the trusted frameworks, glossaries, and tools the industry uses to make confident, data-driven decisions. Members work collectively to turn their real-world experience into practical guidance that helps teams demonstrate business impact.