NEWS & BLOG POSTS
First Companies Earn Seals of Compliance for Podcast Measurement Guidelines 2.1
In March 2021, IAB Tech Lab launched version 2.1 of the Podcast Measurement Technical Guidelines. The guidelines were developed to provide podcast producers and distributors a uniformed way to measure ads and content in podcast environments. Version 2.1 of the guidelines provide more clarity on common language and terminology used […]
Introducing IAB Tech Lab Programmatic Guides: First Guide for CTV
Find the standardized technology you need for executing on the media and campaign goals specific to your operations, and use these practical guides to facilitate your ad implementation. From driving efficient delivery of programmatic ads on connected TV (CTV), to addressing ad fraud and resolving fragmentation in user identity, the […]
IAB Tech Lab Aims to Increase Transparency Across Entire Advertising Supply Chain For New ID Usage
The Rearc Accountability Working Group Releases id-sources.json for Public Comment . As the advertising ecosystem readies itself for a post-cookie world, it is not readily clear which companies are adopting the various new user ID solutions. To help increase transparency around ID solution usage, IAB Tech Lab, the digital advertising technical […]
IAB Tech Lab Announces ads.cert 2.0 Authentication Protocols to Combat Ad Fraud Across the Digital Advertising Ecosystem
Adds Level of Security Across Various Aspects of Omnichannel Advertising for Buyers and Sellers, including SSAI for CTV Ads | Now Available for Public Comment until October 30th | IAB Tech Lab announced ads.cert 2.0, a standard introduced to enhance security in the digital advertising ecosystem by using industry-standard cryptographic […]
GARM Brand Suitability: Developing a Collaborative Interpretation of the Standard
In recent years, brands are becoming increasingly interested in understanding the types of content their ads run in front of. This is especially true today, when many brands and agencies view aligning with suitable content as not just a ‘nice to have’, but also as part of their corporate responsibility. […]
IAB Tech Lab Launches Transparency Center to Combat Fraud and Enable Accountability and Compliance in the Digital Advertising Supply Chain
IAB Tech Lab announced the initial launch of its Tech Lab Transparency Center. Its goal is to provide a resource that makes it easy for digital advertising participants — buyers, sellers, and ad tech companies — to see which standards media partners have implemented, their level of compliance, certification program […]
Open Source Repository for Industry Collaboration, Adoption, and Trust
IAB Tech Lab invites the digital media and advertising industry and its software developers to the IAB Tech Lab’s Open Source Initiative to build and share solutions for common industry challenges. Collaborative software development has been practiced since the 1940s through the 1960s and later, mostly driven by researchers, hobbyists, […]
Anthony Katsur Joins IAB Tech Lab As New CEO
Katsur will bring renewed energy to enhanced global standards and code development at a pivotal moment in digital marketing. IAB Tech Lab, the global digital advertising technical standards-setting body, announced that respected industry veteran Anthony Katsur will join as Chief Executive Officer. Katsur will assume the role on August 2, […]
Private Relay by Apple, Data Protection Middleware, and Proprietary Approaches vs. Standards
Apple’s latest IP address obfuscation feature and how the ecosystem might achieve similar data protections with standards. Key Takeaways: Apple continues to release privacy focused features; Private Relay is a lot like a traditional VPN, albeit baked into the operating system as opposed to a clunky aftermarket app; It’s not […]
You’ve implemented ads.txt, now what?
How to Simplify Your Process with Supply Chain Validation Since 2017, we’ve seen the success of the ads.txt, app-ads.txt, and sellers.json specifications as means to increase transparency in the programmatic supply chain. These widely adopted standards help buyers verify that they are purchasing inventory from authorized sellers.
CROSS-PLATFORM CAMPAIGN MANAGEMENT WITH SCID
SCID (Shared Campaign Identifier) is a key that enables tracking campaigns across platforms. OpenRTB enables advertisers to run campaigns in the real-time bidding (RTB) advertising marketplace. Typically there are a number of entities/tech platforms between the publishers and buyers – Supply Side Platforms (SSPs), Demand Side Platforms (DSPs), exchanges, etc. […]
THE TIME FOR BUY-SIDE TRANSPARENCY IS NOW
Buyers.json and DemandChain Object are ready for implementation to help address challenges around malvertising and nefarious ads. There are few standards in ad tech that have had as incredible an adoption curve as the IAB Tech Lab’s sell-side transparency standards…
Our MISSION
"Engage a member community globally to develop foundational technology and standards that enable growth and trust in the digital media ecosystem."
Tech Lab's Portfolio
Learn more about our specifications, protocols, tools, utilities, and working groups.
Identity, Data, Consumer Privacy
Brand Safety & Ad Fraud
Ad Experiences & 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.
