NEWS & BLOG POSTS
Tech Lab “2020.5” … and the Road to 2021
Welcome to the second half of 2020!(!) This year seems to be flying by and certainly hasn’t gone as any of us had planned. It’s been a real bright spot to see Tech Lab members and our team adapt and make progress together on meaningful work during such a challenging […]
Solving Tech Challenges in SSAI: Takeaways from a Recent Workshop at IAB Tech Lab
The use of server side ad insertion to deliver video ads has become ubiquitous across the industry as the need for providing a high quality and seamless ad experience has become paramount. As adoption of the technology continues to increase, the needs for additional functionality and support has expanded too. […]
With The End Of Browser Cookie Support, What Will Happen To Measurement And Attribution?
In less than two years, many publishers, advertisers, data vendors, and technology platforms will need to reevaluate and retool their approaches to data collection, audience targeting, measurement, and attribution analysis. All of those activities will change, and along with them the ways that we track and measure […]
DigiTrust – The Final Chapter
IAB Tech Lab recently invited all the platforms and publishers supporting the DigiTrust ID and shared namespace service to a meeting to review the status of funding and operations, and discuss the future of DigiTrust. Against the backdrop of increasing operational costs driven by broad publisher deployment, a simultaneous lack […]
IAB Tech Lab Increases Investment and Presence in Europe
NEW YORK, NY (June 9, 2020) – IAB Tech Lab (Tech Lab), the digital media and marketing industry’s global nonprofit research, development, and technical standards-setting consortium, today announced that vonwerschpartner Digital Strategies (vonwerschpartner) has been hired to represent the organization in Europe. […]
The Industry’s First Standards for Handling User Data Deletion Requests (CCPA)
The California Consumer Privacy Act (CCPA) gives California residents a set of new rights with respect to their personal information. Among these is the right to deletion: Section 1798.105(c) of the CCPA states “[a] business that receives a verifiable consumer request from a consumer to delete the consumer’s personal information […]
Brand Safety in the Age of COVID-19
Brand safety concerns tied to COVID-19 have led to a decline in ad spend in many cases. But what in normal times might be reasonable concerns about brand safety can be counterproductive at a time when things are anything but normal – especially when news sources, in particular, need funding […]
OTT vs. CTV: What’s in a Name?
Over the last few years, streaming services have exploded and have made the terms “OTT” and “CTV” popular. Unfortunately, people also tend to use them interchangeably, which is fine for casual conversations, but makes for some real confusion when we need to be specific. […]
Tech Lab Introduces Additional Consumer Privacy Safeguards into Content and Audience Taxonomies
In Public Comment Until April 30 – Consumer trust – and our ability to demonstrate the responsible handling of consumer data – is foundational to our industry’s role in supporting independent content and services on the open internet. IAB and IAB Tech Lab member companies, as part of […]
Explaining the Privacy Sandbox Explainers
With the Chrome announcement of a two-year target timeline to kill the third-party cookie, we thought it would be useful to help make sense of Chrome’s proposals to address advertising use cases without third-party cookies. […]
Our MISSION
"Engage a member community globally to develop foundational technology and standards that enable growth
and trust in the digital media ecosystem."
Themes
- Identity, data, and consumer privacy
- Brand safety and ad fraud
- Ad experiences and measurement
- Programmatic effectiveness
Tech Lab Programmatic Standards
OpenDirect 1.5
OpenDirect is the only open standard that supports automated guaranteed buying. OpenDirect 1.5 marks the first major update for the protocol providing essential updates such as change request support, revised diagrams, and improved implementation references.
OpenRTB
OpenRTB is the open standard that provides support for real-time-bidding. OpenRTB 2.5 includes updates on header bidding and video placement type support. OpenRTB 3.0 framework is currently in public comment.
OpenRTB Dynamic Native Ads API 1.2
This spec describes the outer native object. While the Native Ads API is designed to be used with OpenRTB, it provides a set of fundamentals that are useful in non-RTB environments like in-app SDK object description.
Content Taxonomy
The Taxonomy and Mapping Working Group is working to update the current taxonomy and create an enhanced and more powerful taxonomy, permitting content creators the ability to more accurately and consistently describe content.
