From PDFs to Pull Requests

For years, the standard for publishing technical specifications in our industry has been the PDF. It’s a format we all know: it’s portable, it looks the same on every screen, and it feels “official.” But as the pace of digital advertising and software development accelerates, the static nature of the PDF has become a bottleneck rather than a benefit. This is especially problematic when LLMs and AI agents refer to specifications for agentic trading and need to confirm quickly that they are using the latest final specification.

That is why we are officially transitioning our technical standards and documentation from static PDF files to GitHub. This isn’t just a change in file format; it’s a shift in how we build the future of ad tech together. Here is why this move matters for you and the industry.

Living Documentation, Not Static Snapshots

The biggest challenge with PDFs is that they are “frozen” in time. The moment a PDF is downloaded, it begins to age. If a typo is found or a minor clarification is needed, we have to issue a completely new version (e.g., v1.1 or v1.2), which leads to version confusion across the ecosystem.

By hosting specifications in Markdown on GitHub, the documentation becomes “living.”

Real-time Updates: Small corrections and clarifications can be made instantly.
Version Control: You can use GitHub’s “Releases” and “Tags” to see exactly what changed between versions without manually comparing two 50-page documents.

Improved Searchability and Accessibility

We’ve all been there: staring at a 100-page PDF, hitting Ctrl+F, and hoping the keyword we need isn’t buried in an image or a complex table.

GitHub-hosted documentation is indexed by search engines and natively searchable within the repository. Because the content is web-based, it’s also significantly more accessible for developers using screen readers or those who need to quickly reference a specific section via a direct URL. No more “scroll to page 42, third paragraph”—just send a link.

The Power of Issues

In the old world, if you found a bug in a specification or had a question, you had to find a contact email or wait for a working group meeting. This created a high barrier to entry for feedback.

With GitHub, we are opening the door to the entire community:

GitHub Issues: If something is unclear, you can open an “Issue” directly on the spec. This allows for public discussion where others can chime in, and the resolution is documented for everyone to see.
Transparency: You can see what others are asking and how the Tech Lab team is responding in real-time.

This creates a more seamless feedback loop for everyone.

Collaborative Contribution via Pull Requests

We want the industry to help build these standards. By moving to GitHub, we are adopting an open-source philosophy for technical standards.

If you see a way to improve a code sample or clarify a definition, you can submit a Pull Request (PR). This allows our working groups to review community-contributed improvements efficiently. It turns the industry from passive consumers of standards into active participants.

What This Means for You

Don’t worry—we aren’t getting rid of formal versions. We will still provide “final” snapshots for implementation. However, the primary “source of truth” will now be the GitHub repository.

How to get started:

Star the Repos: Visit the Tech Lab GitHub and “Star” the specifications you use daily to stay updated on changes.
Watch for Changes: Use the “Watch” feature to receive notifications when new updates or issues are posted.
Engage: Don’t be shy! If you see something that could be better, open an issue.

This move is about making our standards as agile as the technology they support. We’re excited to see you on GitHub and to build a more transparent, collaborative ad tech ecosystem together.