OpenRTB: Signaling Ad Refreshes

Introduction It is common for sellers of digital inventory to refresh their ad slots for better monetization. However, there has been no way to communicate this via OpenRTB, and consequently, buyers do not have ready access to information about this behavior. We are addressing this in OpenRTB 2.6-202303. There are […]

Updates to OpenRTB for Public Comment

OpenORTB 2.6-202303 was pushed to production the week of April 3rd, 2023. The below outlines the updates that were made based on public comment feedback.  Please reach out to with any questions.  ORTB 2.6-202303 Addition of plcmt attribute in Object: Video to support updated values for digital video definitions […]

2023 OM SDK Compliance Update

Welcome back everyone! Things here at Tech Lab are back in full swing for 2023; and looking at the year just gone, there’s no doubt that 2022 was a brilliant year for the Open Measurement Software Development Kit (OM SDK) initiative. In 2022 we celebrated an additional 20 new certified […]

Important Notice: Change to OpenRTB Releases Going Forward

Do you know what OpenRTB version you transact on? Better question, do you know which OpenRTB features you support? Do you support Pod Bidding in Connected TV? Do you support AdCOM Lists for enumerations? Do you support the Supply Chain Object?  While you may know the OpenRTB version off-hand, one […]

Is this on your roadmap?

Leveraging the latest IAB Tech Lab standards to stay ahead of industry trends As we enter the last quarter of the year, our team at IAB Tech Lab is busy with strategic planning for next year; and I assume your product and engineering teams are doing the same. This entails […]

Privacy Enhancing Technologies Evolution Series (Part 2)

This whitepaper is a summary of the IAB Tech Lab’s event on September 22nd, 2022, the second session in a series on the topic of Privacy Enhancing Technologies (PETs).  A recording of this event can be watched back here, and registration for the third event, 8 Dec, 2022 can be […]

The OM SDK Cross Screen Journey Reaches CTV Milestone

IAB Tech Lab is proud to announce that the Open Measurement SDK (OM SDK) is now available on Connected TV (CTV)! “OM SDK for CTV is a paradigm of collaboration for the greater good. Together, we can bring greater transparency, increase trust and break down the silos in the fragmented […]

IAB Tech Lab Finalizes Global Privacy Platform and Advises the Industry to Prepare for Updated US State-Level Signaling

We are excited to announce that the Global Privacy Platform (GPP) has been finalized and is ready for industry adoption. The finalization of the GPP would not have been possible without the collaborative efforts of the members of the Global Privacy Working Group and Privacy & Rearc Commit Group representing […]

Privacy Enhancing Technologies Evolution Series (Part 1)

This blog post highlights key takeaways from IAB Tech Lab’s event on March 24th, 2022, focusing on Privacy Enhancing Technologies (PETs). This session was the first of IAB Tech Lab’s planned three part ‘Privacy Enhancing Technologies Evolution Series’ and is available to watch on demand here. Please sign up for […]

IAB Tech Lab Releases Content Taxonomy 3.0; Continues Investment in SDA’s Contextual Features within CTV, Mobile, and News Content

The IAB Tech Lab is continuing to invest in our Taxonomy portfolio, today finalizing Content Taxonomy 3.0 from its public comment period.  While core principles and taxonomical structures remain unchanged from 2.x, this update contains several important refinements to both orthogonal vectors and primary “aboutness” categories. Together, these updates will […]