First Draft Travel Media Measurement Addendum Open for Public Comment 

As Commerce Media expands into new sectors, consistent measurement practices are essential to providing advertisers and media owners with greater clarity, transparency and comparability.

To support the growing Travel Media sector, IAB Europe has brought together leading Travel Media businesses, including Skyscanner, KAYAK, Expedia, Koddi, Booking.com and Sojern, to develop the first draft of a Travel Media Measurement Addendum.

The addendum builds on IAB Europe’s existing Commerce (Incl. Retail) Media Measurement Standards, identifying where the existing standards can be applied to Travel Media and where additional guidance is needed to reflect the specific characteristics of the sector.

The first draft is now open for public comment.

What’s in the Draft?;

The draft confirms that much of IAB Europe’s existing Commerce Media measurement framework can be applied to Travel Media, while proposing additional guidance across areas including attribution, new-to-advertiser metrics and sales reporting.

Key proposals include:

• A seven-day attribution window for sponsored products.
• A 30-day attribution window for display and offsite advertising.
• A three-year look-back period for new-to-advertiser metrics.
• Standardising sales reporting around gross bookings before cancellation.
• Aligning incrementality definitions with IAB Europe’s existing Commerce Media Incrementality Guidelines.
• Introducing a disclosure requirement for organisations using sales extrapolation.

The document is a first draft and remains open to further development based on feedback from across the industry.

Call for Feedback

The First Draft Travel Media Measurement Addendum is now open for public comment.

We encourage travel media businesses, advertisers, agencies, technology and measurement partners, and other relevant stakeholders to review the draft and provide feedback.

• View the Travel Media Measurement Addendum and submit feedback here.
• View IAB Europe’s existing Commerce (Incl. Retail) Media Measurement Standards here.

The deadline to provide feedback is 23rd October 2026.

Industry feedback will help inform the further development of the addendum ahead of final publication.