IAB Framework Aims to End the Measurement Chaos in AI Search

Giegerich described what she calls the four P's of AI visibility: presence (whether the brand appears at all), positioning (its rank against competitors), prominence (how much space or emphasis the AI gives it) and perception (the tone or context of the mention).

Marketers should also separate directional measurements from decision-grade ones. Directional data is cheaper and faster, useful for spotting early signals. Decision-grade data requires larger sample sizes, validated methodology and documented inputs. It is suited for allocating real budget. A good vendor should offer both, Giegerich said. Running directional queries more often lets brands refine the more expensive decision-grade tests.

"The better the measurements, the higher the computing costs," she said.

The IAB does not yet have a means to enforce the framework. The group is discussing a certification process as the next step, Giegerich said. In the meantime, she expects voluntary compliance to become a competitive differentiator. A vendor that skips specifying its query sets, prompt types or validation methods in an RFP will look less credible than one that does, she said.