Ad Tech

OpenRTB Standards you should adopt in 2026

Essential OpenRTB Updates You Can’t Ignore for your 2026 Roadmap

All the Tech Lab OpenRTB and standardized API updates you should adopt to excel in programmatic CTV transacting in 2026

January 14, 2026 / More

IAB Tech Lab's 2026 New Year's Resolutions for the Industry

Resolve to Update Your Tech Lab Standards in 2026

New Year’s Resolutions from IAB Tech for the digital advertising industry to create efficiency and to grow in 2026

January 8, 2026 / More

Traversing New Ad Tech Trails in a Year of Shifting Priorities, Bunny Hills (and the odd Avalanche)

In a tumultuous year, Tech Lab’s VP of Product Jill Wittkopp, reflects on the roadmap hits and misses on 2025

December 16, 2025 / More

IAB Tech Lab Releases Programmatic CTV Genre Guidance Leveraging Content Taxonomy, Including Mappings for Upgrades for Public Comment

IAB Tech Lab Releases Programmatic CTV Genre Guidance leveraging Content Taxonomy

December 11, 2024 / More

Learn about the Privacy Sandbox fit analysis

IAB Tech Lab releases final Privacy Sandbox Fit Analysis

On June 27, IAB Tech Lab releases the final results of the fit analysis of Google’s Privacy Sandbox for Protected Audiences auctions

June 27, 2024 / More

Digital Out of Home is Now Integrated Into OpenRTB

Out-of-Home (OOH) advertising, also called outdoor advertising, outdoor media, and out-of-home media, is advertising experienced outside of the home. This includes billboards, screens, and posters seen while “on the go”; from the spectacular displays in Times Square to the Kiosk, ATMs and Taxi-toppers below. It also includes place-based media seen […]

December 7, 2022 / More

Data in Advertising: What It Means to Be an Ethical Marketer

Effective marketing campaigns are built on data. That’s the plain and simple truth that moves the digital marketing industry forward today. However, the reality of the data landscape in which marketers operate is evolving quickly, and we’re witnessing a sea change in how people think about their data and the […]

April 5, 2022 / More

Tech Lab Update on UID2.0

IAB Tech Lab has been working diligently with the digital advertising industry to develop a portfolio of addressability and privacy solutions. One of the notable developments in the past year has been our work with Unified ID 2.0 (UID 2.0). Last year, Tech Lab accepted UID 2.0 source code for […]

February 28, 2022 / More

Time to Build for Privacy

When I come across regulatory proposals like “Lawmakers Plan Legislation to ‘Ban Surveillance Advertising’”or petitions to request the prohibition of targeted advertising, it makes me cringe that the authors completely overlook an opportunity for privacy and personalized marketing/ advertising to coexist. I do understand that the digital world is becoming […]

February 7, 2022 / More

Working Together to Support UID2

Last month, in response to an invitation from PRAM (the Partnership for Responsible Addressable Media) to the industry for contributions of code for collaborative development toward addressability solutions, The Trade Desk submitted Unified ID 2.0 (UID2). This submission, the first of its kind, put UID2 code on a path to […]

February 19, 2021 / More