IAB Tech Lab Standards

IAB Tech Lab produces global technical standards and solutions to build and support a healthy and sustainable digital media and advertising industry.

Our key areas of focus are:

  • Creating a portfolio of technical standards to balance consumer privacy and addressability through our work related to identity.
  • Developing technical standards that are needed to accelerate the ongoing growth of Advanced TV.
  • Advancing and producing technical standards to combat ad fraud, supply chain transparency, and enhanced security.

Below you can find a full list of digital advertising standards, initiatives and products mapped to their area of focus.

To learn more about the companies who are adopting and adhering to these standards, view our Specification Adoption Program

IAB Tech Lab Standards

IAB Tech Lab produces global technical standards and solutions to build and support a healthy and sustainable digital media and advertising industry.

Our key areas of focus are:

  • Creating a portfolio of technical standards to balance consumer privacy and addressability through our work related to identity.
  • Developing technical standards that are needed to accelerate the ongoing growth of Advanced TV.
  • Advancing and producing technical standards to combat ad frauf, supply chain transparency, and decurity.

Below you can find a full list of digital ad standards, initiatives and products mapped their area of focus.

To learn more about the companies who are adopting and adhering to these standards, view our Specification Adoption Program

Accountability Platform
Ad Fraud Disclosures
Ad Product Taxonomy (standardized descriptions of the product or service being advertised within a creative unit)
ads.cert (security, anti-fraud spec)
Ad Management API (creative approval API)
ads.txt / apps-ads.txt, sellers.json and SupplyChain object (Sell side Transparency Specs)
Audience Taxonomy (standardized naming convention for audience attributes)
Buyers.json and DemandChain Object (Buy Side Transparency Specs)
CATS (ad request spec for direct buys)
CCPA & Other Privacy Frameworks
Content Taxonomy (contextual categories/ channels)
CTV Programmatic Guide
Data Clean Rooms Guidance
Data Label (“nutrition label” for data)
Differential Privacy Guide
Digital Services Act (DSA) Transparency
Digital Video and CTV Ad Format Guidelines (video file format details and submission guidelines)
Global Privacy Platform (GPP)
IAB EU Transparency & Consent Framework
ID Solutions
MRAID (mobile in-app rich media ads API)
New Ad Portfolio (ad weight, size, experience specs)
OpenDirect (programmatic guaranteed spec)
Open Measurement (unified SDK for viewability & more)
OpenRTB (programmatic real-time protocol)
Open Private Join and Activation (OPJA)
Open Source Initiative
Podcast Measurement Technical Guidelines
Privacy Enhancing Technologies (PETs)
Privacy Sandbox
Project Rearc (privacy/post-cookie related standards)
Safe Ad Container (SHARC) SHARC replaces SafeFrames and MRAID
Seller Defined Audiences (SDA)
SIMID (VPAID vNext) (video ad interactivity spec)
Spiders and Bots (traffic detection & filtering)
Sustainability Initiative 
UID2.0 Source Code
US State Signals
VAST (video ad delivery spec)