Seismic shifts are underway in cross-media audience measurement, and the IAB is preparing for looming turf wars by becoming the one ring to bind them all. It’s axed Nielsen and pulled in Ipsos – and a return to panels – ahead of the end of cookies and incoming privacy changes. The new metric is set to be in market next year, at least in basic form. But in a country where size matters more than most, there will be pain for publishers, especially tagging laggards – even IAB buyer members are telling agencies to cool their boots on what is coming, and when. Meanwhile, there’s work to do on integrating the Iris metric with total TV measurement system, VOZ, not to mention audio, out of home and the rest, while bringing engagement and attention into play. IAB’s Gai Le Roy, Seven’s Nicole Bence, PHD’s Amelia Ward and Ipsos’ Heather White unpack the fundamentals of media measurement’s future. Next year should prove interesting.