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June 12, 2024

IAB Tech Lab Honors Key Contributors with Lifetime Achievement Awards at 10th Anniversary Celebration

IAB Tech Lab, the global digital advertising technical standards-setting body, announced at the IAB Tech Lab Summit the recipients of its prestigious Lifetime Achievement Awards. As part of celebrating 10 years of IAB Tech Lab, the awards honor key contributors to the standards that have improved the digital economy over […]

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June 10, 2024

Announcing the Ad Creative ID Framework to Improve Connected TV Advertising Experience

IAB Tech Lab, the global digital advertising technical standards-setting body, announced today the Ad Creative ID Framework (ACIF). This framework supports the use of registered creative IDs that persist in cross-platform digital video delivery, in particular Connected TV (CTV) environments. IAB Tech Lab invites industry stakeholders to participate in public […]

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June 5, 2024

Press Release: IAB Tech Lab Finalizes Data Deletion Request Framework to Streamline Digital Ad Supply Chain Privacy Compliance

IAB Tech Lab, the global digital advertising technical standards-setting body, announced today the release of the final Data Deletion Request Framework, following the conclusion of two extensive public comment periods. This milestone signifies an important step forward in handling consumer data privacy concerns within the digital advertising supply chain, with […]

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May 30, 2024

Press Release: OM SDK for CTV is EXPANDING COVERAGE to include LG and Samsung TVs

We’re pleased to announce additional CTV coverage within OM SDK as we launch OM SDK 1.5 with support for Samsung and LG TVs! Read the press release here to learn more about why this is an important step forward for measurement standards in the CTV ecosystem. To learn more about the […]

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May 14, 2024

Multi-State Privacy Agreement and Global Privacy Platform Update 

The IAB Tech Lab’s Global Privacy Platform (GPP) is a technical protocol designed to streamline the transmission of privacy and consumer choice signals across the digital advertising ecosystem (e.g., between publishers, advertisers, and adtech intermediaries) and help its participants adapt to regulatory demands across markets. The GPP currently supports the […]

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PAIR Up With First Party Data: Unlock Secure, Private And Scalable Targeting

We are pleased to introduce IAB Tech Lab PAIR, a solution built upon the foundations of Google Publisher Advertiser Identity Reconciliation (PAIR) protocol and IAB TL Privacy Enhancing Technology Working Group initiatives including Open Private Join and Activation (OPJA). First-party audience data is gaining momentum and is among the most […]

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May 13, 2024

Navigating the Maze of Identity Solutions: A Guide for Advertisers, Publishers, and AdTech

Understanding the landscape of ID solutions Identity solutions harness a multitude of signals to paint a comprehensive picture of the digital consumer. These signals range from deterministic data, where the identity is known with reasonable certainty, to browser and device data, where identities are inferred based on predictive patterns and […]

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May 10, 2024

GPP Extensions Addressing Privacy Regulations with State-Specific Updates

In the dynamic ecosystem of digital advertising, maintaining adherence to ever-evolving privacy regulations is paramount. Over the coming months, starting with July 1st, we will hit the effective dates for State privacy regulations in Florida, Montana, Oregon, and Texas. Consequently, the updates to extend the Global Privacy Platform (GPP) equip […]

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May 9, 2024

Understanding Differential Privacy: A powerful tool for Ads Privacy

We are pleased to release the final version of Differential privacy guidance- a must-read guide for Advertisers, Publishers, and Ad tech vendors  Protecting user privacy has recently become a hot-button topic, both for legal compliance and to safeguard first-party data.  There is a dizzying array of different approaches to making […]

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May 8, 2024

ID Generation Provenance and Clarification

Recent discussions have revealed disagreement about the expected use and origination of `buyeruid` and `ifa` attributes, and questions about how to convey the method of ID creation and insertion outside of the scope of “traditional” approaches (e.g. user IDs originating from browser cookie syncs or advertising IDs originating from mobile […]

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May 2, 2024

Podcast Measurement v2.2 is Ready for Implementation

Tech Lab’s Podcast Technical Measurement Guidelines v2.2 public comment draft was released  on February 22, 2024 and public comment period closed on March 23. We thank all those who provided public comment feedback and are pleased to announce that it has been reviewed and incorporated in the final release.  Background […]

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April 24, 2024

Embracing AI to Safely & Effectively Reach Audiences

We understand that effectively reaching target audiences remains a key concern for marketing leaders. In fact, over half (53%) of executives worldwide say their leading concern regarding their digital advertising strategy is being able to reach target audiences effectively at scale (source).  Advancements in AI, particularly Large Language Models (LLMs), […]

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April 16, 2024

VAST CTV Addendum for Public Comment: Includes Backwards Compatibility for Foundational Building Blocks for CTV Success

IAB Tech Lab is releasing VAST CTV Addendum 2024 for a 30-day public comment period. The addendum provides extensions and guidance to support vital features for improved video ad delivery and measurement. It is part of a more extensive Tech Lab Advanced TV initiative to support converging technology in all […]

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April 10, 2024

Enhancing Transparency and Combatting Ad Fraud: Upgrade to Supply Chain Plus API

The IAB Tech Lab’s Supply Chain API has been a cornerstone for subscribers seeking accurate and up-to-date Ads.txt and App-ads.txt data for millions of domains, mobile apps, and CTV environments. In response to customer and member feedback, we are introducing the Supply Chain Plus API. The new service tier comes […]

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March 25, 2024

IAB Tech Lab Launches Second Public Comment Period for Data Deletion Request Framework

The IAB Tech Lab has announced the commencement of the second public comment period for the Data Deletion Request Framework specification. Scheduled to conclude on April 22nd, 2024, feedback can be submitted to support@iabtechlab.com. The Data Deletion Request Framework is critical for digital advertising as the ‘right to delete’ emerges […]

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February 26, 2024

Introducing Initial OpenRTB Support for the Protected Audience API

Google’s Privacy Sandbox introduces a number of APIs that impact how advertising is bought and sold. Some of them, like TOPICS, are relatively straightforward and were successfully mapped to existing programmatic constructs. Others, like the Protected Audience API, are significantly more complex and require the evolution of OpenRTB for clear […]

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February 20, 2024

Introducing Provisional Attributes

The introduction of the OpenRTB Specification in 2012 created a lingua franca spoken by constituents of the Programmatic Supply Chain. By creating a shared language and removing the need for each party to have slightly different interpretations of widely used attributes, the programmatic ecosystem was able to expand exponentially, which […]

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February 14, 2024

TCF Canada v1.1 & GPP String v1.1 Released for Public Comment

IAB Tech Lab released updates to the TCF Canada section string and GPP core string specifications for a 30-day public comment period. The TCF Canada section was first launched in October 2022 to help the industry comply with Canadian privacy laws. The TCF Canada section makes use of the Global […]

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February 6, 2024

IAB Tech Lab Releases In-Depth Analysis Of Google’s Privacy Sandbox For Public Comment, Revealing Significant Challenges

Report Unveils Operational, Transactional, and Commercial Concerns, Measurement Metrics Challenges, and Scaling Obstacles in Early Analysis  NEW YORK, Feb. 6, 2024 /PRNewswire/ — Today, IAB Tech Lab, the global digital advertising technical standards-setting body, released a comprehensive analysis shedding light on the challenges associated with the industry’s adoption of Google’s Privacy Sandbox. The […]

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January 18, 2024

IAB Tech Lab Turns 10 Years Old; Unveils 2024 Priorities & Roadmap

Calls for Industry Adoption of Privacy, Addressability, Advanced TV, and Programmatic Standards to Address Industry Challenges NEW YORK, Jan. 18, 2024 /PRNewswire/ — IAB Tech Lab, the global digital advertising technical standard-setting body, unveiled its key priorities and roadmap for 2024 today. The roadmap addresses crucial pain points and challenges, ensuring the industry […]

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January 9, 2024

IAB Tech Lab Accelerates Privacy Taxonomy Project with Fides Language Product Donation

In a significant stride towards advancing privacy in the digital advertising industry, the IAB Tech Lab received a generous donation from Ethyca. Ethyca’s Fides Language (Fideslang) product at the heart of this donation will help accelerate defining privacy standards within the ad tech industry. Tech Lab has expressed enthusiasm for […]

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December 14, 2023

IAB Tech Lab Launches Accountability Platform To Deliver Greater Transparency In The Use Of Personal Data For Addressability

IAB Tech Lab, the global digital advertising technical standards-setting body, today announced the launch of the Accountability Platform, a technical audit framework designed to help businesses deliver greater transparency in using personal data for addressability.

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December 12, 2023

TECH LAB 2023 WRAPPED

We are already deep into 2024 planning, and we’re sure you are too. To help you in achieving your objectives next year, we’ve compiled for you a summary of this year’s Tech Lab standards and resources. We expect 2024 to be another year of massive change in digital advertising. In […]

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December 4, 2023

New CTV App Stores Added to App-Ads.txt Aggregator

IAB Tech Lab offers aggregated and structured data sets for ads.txt, app-ads.txt, and sellers.json to provide the industry with a low cost and maintenance free replacement to managing your own crawler.  The IAB Tech Lab data sets are also beneficial for supplementing your own research. This year, we’ve worked to […]

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December 1, 2023

IAB Tech Lab releases for public comment, specification for DSA Transparency

IAB Tech Lab has made an MVP specification available for public comment to help Online Platforms comply with the DSA which goes into effect on February 17, 2024. The DSA Transparency specification is open for a public comment period ending on December 31st, 2023. Feedback may be sent to support@iabtechlab.com.  […]

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November 29, 2023

Using OpenRTB Signals to Identify Made for Advertising

Introduction Made for Advertising sites (MFA’s) have gained significant attention following the recent ANA study that focused on themes like carbon emissions, supply chain transparency and brand education about programmatic inventory. MFAs are a concern because they are designed specifically to win programmatic scale and churn out profits while delivering poor consumer […]

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November 15, 2023

IAB Tech Lab’s Privacy-Enhancing Technologies (PETs) Working Group Releases Comprehensive Guidance On Differential Privacy

IAB Tech Lab, the global digital advertising technical standards-setting body, announced the release of their Differential Privacy Guidance, a document that aims to empower the digital advertising ecosystem with the knowledge and tools needed to evaluate and harness emerging PETs effectively. Developed by IAB Tech Lab’s PETs Working Group, the […]

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November 2, 2023

IAB Tech Lab Releases Data Deletion Request Framework For Public Comment

IAB Tech Lab, the global digital advertising technical standards-setting body, has introduced the Data Deletion Request Framework as an important addition to the Global Privacy Platform (GPP). This specification facilitates the handling of data deletion requests in accordance with the changing landscape of consumer privacy rights as dictated by privacy laws. IAB […]

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October 23, 2023

What is the IAB Tech Lab Spiders and Bots list?

In the discourse of ad measurement, plenty has been written about IVT (invalid traffic). As a starting point, IVT is defined generally as traffic or associated media activity (e.g., advertising impression) that is generated by bots or any form of nonhuman traffic, or otherwise does not represent legitimate traffic that […]

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October 17, 2023

Industry Adoption of Amended IAB Tech Lab Guidelines Is Vital to Drive Change

Building a more transparent and efficient ecosystem is an industry-wide effort, and in August of 2022, the IAB Tech Lab introduced updates to its Ad Formats Guidelines for Digital Video and CTV in hopes of driving further transparency. Despite these updates, the signals needed to determine the value of video […]

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October 11, 2023

Adopting SDA in a Privacy-Centric World

SDA SHOWED A SOLUTION PATH First released over a year ago, seller-defined audiences created a mechanism for sellers to provide standardized information about their audience to ad buyers.  In a world with declining user-level signal availability, this was proposed as a solution to retain addressability for the buy-side of ad […]

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October 5, 2023

IAB Tech Lab Releases Identity Solutions Guidance Document For Public Comment

Today, IAB Tech Lab, the global digital advertising technical standards-setting body, announced the release of its Identity Solutions Guidance document for public comment for 30 days until November 4, 2023.

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IAB Tech Lab Announces The Formation Of Two New Working Groups: The Privacy Sandbox Task Force And The Artificial Intelligence Subcommittee

Today, IAB Tech Lab, the global digital advertising technical standards-setting body, announced the establishment of two new working groups that will play a pivotal role in shaping the future of digital media and advertising: the Privacy Sandbox Task Force and the Artificial Intelligence (AI) Subcommittee.

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September 25, 2023

Upgrade to Ads.txt 1.1 with IAB Tech Lab Supply Chain Transparency: Introducing new APIs

We’re thrilled to share the Supply Chain APIs in the IAB Tech Lab Tools Portal now include the updates from Ads.txt version 1.1. The specification update was released in August 2022, and we’ve seen rapid adoption of the new version from publishers. This update introduced two directives that empower publishers […]

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September 18, 2023

Introducing the IAB Tech Lab Tools Portal

Over the last two years, IAB Tech Lab has developed several new useful industry data modules and the Transparency Center has evolved into much more than supply chain transparency. For example, it now houses the MSPA Registration, the SKAdNetwork ID List, the News Media List, the Open Measurement SDK, and […]

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September 8, 2023

IAB Tech Lab Sets the Pace for Trustworthy Digital Advertising

It’s been a busy 2023 for the Tech Lab Compliance team.  Over the past several months, many organizations in the digital media ecosystem have stepped up to the challenge of fostering a trustworthy digital advertising ecosystem, earning their place among the ranks of compliant companies.  As we enter the final […]

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September 6, 2023

Better Floors for Variable Duration Video and Audio Ads

In a post about overhauling price floors on the Index Exchange blog, I’ve previously made the case that programmatic sellers and buyers would benefit from enhancements to how floors are signaled in OpenRTB. The programmatic industry has evolved to a point where multiple creative types, sizes, and durations can fulfill […]

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August 31, 2023

US Privacy Signal Deprecation Deadline Extended To January 31, 2024

After receiving feedback from working group members and MSPA participants, IAB Tech Lab will extend support for the US Privacy signal until January 31, 2024. This is an extension beyond the deprecation deadline of September 30, 2023. This transition period will help businesses complete their technical implementation of the Global […]

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August 15, 2023

ANNOUNCING PRODUCT TAXONOMY 2.0

We’re excited to announce that the new Ad Product Taxonomy 2.0 is in public comment as of August 15th, 2023 and we’re eager to share how it will improve the programmatic ecosystem.  We know that brand safety is a huge industry concern, but recognize that there are limited solutions today […]

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July 19, 2023

Global Privacy Platform for Publishers

Meet the Global Privacy Platform The Global Privacy Platform (GPP) is a framework for Publishers to easily communicate user consent and privacy preference signals to all downstream partners. By participating in the GPP, Publishers help their users enforce their privacy rights with a straightforward tool. The GPP is adaptable to […]

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July 12, 2023

INTRODUCING VAST SUPPORT FOR GOOGLE CHROME COOKIELESS ATTRIBUTION REPORTING

IAB Tech Lab’s Advanced TV Working Group introduces an addendum to Video Ad Serving Template (VAST) to support cookieless attribution reporting for Google Chrome browser Attribution Reporting API. Moving Away from Cookies for Attribution Reporting One of the fundamental measurement features of digital advertising is the ability to link a […]

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July 5, 2023

It’s Time for Interoperable Data Clean Rooms

The IAB Tech Lab released a private audience activation specification named “Open Private Join & Activation (OPJA)” alongside the “Data Clean Rooms (DCR) Guidance” for public comments in February 2023. Since then, we have seen immense interest and received some great feedback from the industry.  The initial draft of these […]

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June 27, 2023

Global Privacy Platform API v1.1 Is Ready For Implementation

We are excited to announce the release of the Global Privacy Platform (GPP) API v1.1. Driven by feedback from industry stakeholders, this latest API version–GPP API v1.1–incorporates key updates to streamline the usage of the GPP. IAB Tech Lab worked closely with members of the Global Privacy Working Group to […]

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June 26, 2023

Apple’s WWDC23: Privacy Updates That Shake Up Digital Advertising

Apple has once again made a splash with their Worldwide Developer Conference (WWDC) this June. You’ve probably seen the highlights, especially the unveiling of the Vision Pro VR goggles. Alongside this major reveal, there were also important announcements across the OS & Mac product suites. Buried in the avalanche of […]

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June 20, 2023

US Privacy Signal Deprecation Deadline Extended To September 30, 2023

IAB Tech Lab will extend support for the US Privacy signal until September 30, 2023. This is an extension beyond the original deprecation deadline of July 1, 2023. Specifically, the US Privacy String will be deprecated, while the Data Deletion Request Handling mechanism will retain continued support beyond September 30th. […]

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June 13, 2023

IAB Tech Lab Releases The Sustainability Playbook To Achieve A Sustainable Programmatic Marketplace

In a continuous effort to assist the advertising industry in reducing carbon emissions, IAB Tech Lab, the global digital advertising technical standards-setting body, has achieved the first of many milestones. Today, the organization unveiled the Sustainability Playbook, a guided resource developed by IAB Tech Lab’s Sustainability working group, aimed at promoting […]

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June 6, 2023

IAB Tech Lab’s Advanced TV Commit Group Adds Leading Industry Players To Develop Comprehensive TV Advertising Technical Standards

New York, NY, June 6, 2023 – Today, IAB Tech Lab formally announced the creation of its Advanced TV Commit Group, which will lead the development of technology frameworks, technical standards, and market strategy to make every TV environment addressable. 

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May 8, 2023

Public Comment Period Open for GPP API v1.1

In September 2022, the Global Privacy Platform (GPP) was introduced to establish a technical standard for communicating user preferences throughout the digital supply chain. The GPP is an industry-driven effort created by and for the industry. As with any new initiative, feedback and insights are gathered to identify areas for […]

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May 2, 2023

IAB Tech Lab And IAB Legal Affairs Council Announce New Privacy Implementation & Accountability Task Force

IAB Tech Lab and IAB’s Legal Affairs Council announced today the launch of the Privacy Implementation & Accountability Task Force (PIAT). PIAT aims to address privacy implementation and accountability challenges faced by the digital advertising industry by bringing together leading privacy technology vendors, media companies, advertisers, and the supporting ad tech ecosystem.

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IAB Tech Lab Launches Data Clean Room Standards Portfolio For Public Comment

Today, IAB Tech Lab, the global digital advertising technical standards-setting body, announced the launch of its Data Clean Room (DCR) Standards portfolio with the release of DCR Guidance & Recommended Practices as well as the Open Private Join & Activation (OPJA) specification to support and define interoperable clean room interactions for […]

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IAB Tech Lab Unveils Multi-Year Green Initiative To Reduce Carbon Impact Of Digital Ads

IAB Tech Lab, the global digital advertising technical standard-setting body, announced today at IAB’s Annual Leadership Meeting the launch of the Green Initiative to assist the advertising industry in meaningfully lowering carbon emissions via supply path optimization. 

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April 28, 2023

TCF v2.2 is open for public comment

IAB Tech Lab, in partnership with IAB Europe, is committed to continuous improvement and development of the Transparency and Consent Framework (TCF) to meet the needs of users and regulators. As such, the TCF is being updated to reflect the evolution of case law and Data Protection Authorities guidelines. The […]

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April 26, 2023

Open RTB: 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 […]

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March 2023 Update To OpenRTB Is Now Ready For Implementation!

The latest updates to OpenRTB represent a significant step forward towards improving the transparency and accuracy of web video inventory IAB Tech Lab brings together passionate industry professionals across business and technical functions who volunteer their time to help make the entire ecosystem healthier and more transparent. So, when there’s […]

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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 hillary@iabtechlab.com with any questions.  ORTB 2.6-202303 AdCOM 1.0-202303 Pre-roll, mid-roll, and post-roll ads that are played before, during or after the […]

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February 1, 2023

Privacy Enhancing Technologies Evolution Series (Part 3) Event Summary

This is a summary of the  IAB Tech Lab’s event on December 8th, 2022, the third session in a series on the topic of Privacy Enhancing Technologies (PETs). You can watch the event video here. For an introduction to PETs, including what they are and an overview of the different […]

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January 18, 2023

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 […]

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January 17, 2023

IAB Tech Lab Unveils 2023 Priorities and Roadmap

IAB Tech Lab, the global digital advertising technical standard-setting body, today unveiled its key priorities and roadmap for 2023.  The product roadmap encompasses all five pillars of the Tech Lab’s work: consumer privacy, addressability and privacy enhancing technologies (PETs), advanced TV, ad supply chain, and cross-media measurement – and outlines […]

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December 20, 2022

SHARC is ready: Write once, serve everywhere Ads 

One technology for secure web and mobile apps advertising It’s been a big year for SHARC (Secure HTML Ad Rich-media Container). We conceptualized the SHARC in 2021 and released a draft for public comment in April, 2022. The feedback submitted from that comment period had us looking to add new […]

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December 15, 2022

US State Privacy Signals Finalized – IAB Tech Lab Urges the Industry to Start Building Now

When the Global Privacy Platform (GPP), a user consent and preference communication and transport protocol, was finalized at the end of September, we advised the industry to begin building to it and to prepare for new US state-level privacy signaling support to come shortly after. The state-level signals were released […]

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December 13, 2022

Into 2023 with Advanced TV

Tech Lab kicked off a big initiative in 2022, promising to move cross-screen advertising into the future as has been envisioned for the last 30 years. The innovation across the field has led to divergent solutions and a fragmented marketplace, but it has also shown us a clear path to […]

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December 7, 2022

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 […]

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November 29, 2022

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 […]

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November 17, 2022

IAB Tech Lab Launches Specification Adoption Program to Highlight Industry Technical Standard Usage

In an ever-evolving and complex advertising ecosystem, it has become incredibly challenging for the buy-side to verify that adtech companies have adopted technical standards that positively impact the industry. To solve this issue and provide transparency into technical standard adoption and usage, IAB Tech Lab, the global digital advertising technical standard-setting […]

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November 10, 2022

IAB Tech Lab Unveils a Multi-Year Advanced TV Roadmap to Modernize the Fragmented TV Landscape

Lays Out Long-Term Priorities for Standardizing TV Ad Measurement for Universal Addressability, Reconciliation and Attribution “The TV advertising delivery, distribution, and measurement landscape is fragmented, creating significant friction within the supply chain. Just like consumers want a seamless viewing experience across streaming and traditional viewing methods, buyers want to be […]

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November 3, 2022

Today’s Advanced TV Ecosystem

When you sit down in your living room to watch TV, you grab a remote and navigate whatever interface your TV presents. The content you choose to watch may come to that screen in a number of different ways. You might think that since you bought that 50-inch smart TV, […]

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October 26, 2022

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 […]

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October 13, 2022

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 […]

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IAB Tech Lab Releases for Public Comment Specifications for New Privacy Strings that Replace the US Privacy Framework and Help to Address Upcoming Privacy Laws in 5 States

On September 28, we released the Global Privacy Platform (GPP), a multi-jurisdictional protocol that enables communication of user consent and preference signals through the digital advertising chain. In the announcement we mention that new signals to support US state regulations were forthcoming and we’re happy to announce today that they […]

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October 6, 2022

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 […]

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September 28, 2022

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 […]

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September 12, 2022

IAB Tech Lab Promotes Two Executives to Drive the Industry Forward

As the ever-evolving digital advertising landscape addresses challenges while embracing new opportunities, IAB Tech Lab, the global digital advertising technical standards-setting body, today announced key promotions of Shailley Singh, Executive Vice President, Product, and Chief Operating Officer, and Jill Wittkopp, Vice President, Product.

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August 25, 2022

Ad Format Guidelines for Digital Video and CTV — Now Ready for Industry Adoption!

The Ad Format Guidelines for Digital Video and CTV have now been finalized following the close of a public comment period on these specifications that ended in April 2022. This update has been released following the rapid change and evolution in the video landscape since these guidelines were first launched […]

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August 18, 2022

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 […]

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July 28, 2022

Global Privacy Platform: Explained

As Project Rearc continues to move into its BUILD phase, the Global Privacy Platform (GPP) is next up for finalization. The Global Privacy Platform specification went into public comment in June with a 60-day public comment period. This has recently been extended for an additional two weeks to August 15th. […]

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July 19, 2022

Understanding the Impact of Platform Privacy Restrictions in the Podcast Marketplace

The IAB Tech Lab Podcast Technical working group has released guidance on how podcast platform privacy restrictions impact content creation and related advertising business models with recommendations on how the community can work together to address the situation. When Apple released the beta version of its Private Relay feature for […]

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June 30, 2022

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 […]

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June 27, 2022

IAB and IAB Tech Lab Release Statement on U.S. Supreme Court’s Decision to Overturn Roe v. Wade

The U.S. Supreme Court’s decision to overturn Roe v. Wade permits states to significantly restrict women’s ability to support their families, make crucial healthcare choices, and continue to participate in the economy and society.  Furthermore, this ruling directly and disproportionately harms poor women and communities of color. As companies with […]

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June 8, 2022

IAB Tech Lab Expands Open Measurement SDK to Connected TV

 IAB Tech Lab, the digital advertising technical standards-setting body, announced today that its Open Measurement SDK (OM SDK) will be made available on Connected TV (CTV) starting in Q3. One of the most widely adopted solutions from Tech Lab, OM SDK gives advertisers flexibility and choice in the verification solutions […]

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May 12, 2022

Using Disclosures to Combat Fraud Collaboratively

At IAB Tech Lab we are continually working with the digital advertising industry to find ways to combat ad fraud. We believe that one key area for this effort is targeted collaboration in response to emerging ad fraud attacks. As we’ve seen in the past, there are diverse types of […]

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May 5, 2022

Why the ‘OWNERDOMAIN’ & ‘MANAGERDOMAIN’ Fields are Important Additions to ads.txt

Since the advent of ads.txt in 2017, digital advertising on open platforms has become significantly more transparent. This transparency has allowed buyers to be more selective about what they buy, preserve inventory value for publishers by limiting spoofing or unauthorized resale, and reduced the amount of fraud in the ecosystem. […]

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April 28, 2022

IAB Tech Lab Releases SHARC For Public Comment

Secure HTML Ad Rich-media Container (SHARC) Improves Managing Ad Interactions for Both Mobile and Web Environments  IAB Tech Lab releases a new initiative called SHARC which stands for Secure HTML Ad Rich-media Container. The release is open for public comment for a 30-day period until May 27, 2022.

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April 20, 2022

Transparency for All

IAB Tech Lab’s Transparency Center, launched in summer of 2021, is a centralized resource for metadata about participants in the ad tech ecosystem. This includes data from IAB Tech Lab specifications like Authorized Digital Sellers (ads.txt) and Sellers.json, as well as newly added Audience Segment Metadata from companies that have […]

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April 12, 2022

OpenRTB 2.6 is ready for Implementation

OpenRTB 2.6 is the latest update to the industry’s standard communication protocol.  The recent additions to OpenRTB 2.6 are focused on connected TV and have been developed by IAB Tech Lab working closely with those involved in CTV auctions to design new specifications that allow publishers to present their inventory […]

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April 5, 2022

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 […]

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March 31, 2022

IAB Tech Lab Announces Ad Format Guidelines For Digital Video And Connected TV

IAB Tech Lab, the digital advertising technical standards-setting body, has announced an update to the ad format guidelines to include Digital Video and Connected TV (CTV) formats. The former version of the guidance was released six years ago while video and CTV were relatively nascent channels. This update accounts for […]

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IAB Tech Lab Announces Ad Format Guidelines for Digital Video and Connected TV

Now Available for Public Comment until April 29, 2022 NEW YORK, NY – March 31, 2022 – IAB Tech Lab, the digital advertising technical standards-setting body, has announced an update to the ad format guidelines to include Digital Video and Connected TV (CTV) formats. The former version of the guidance […]

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March 17, 2022

Jason Jed Raqueno Joins IAB Tech Lab as Senior Director, Privacy, Identity & Data Protection

IAB Tech Lab, the global digital advertising technical standard-setting body, today announced that Jason Jed Raqueno has joined IAB Tech Lab as a Senior Director, Privacy, Identity & Data Protection. In this role, Jason will oversee emerging privacy technologies, such as the Global Privacy & Accountability Platforms and lead privacy working groups where he […]

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March 4, 2022

IAB Tech Lab Halts Technical Compliance and Support in Russia and Belarus

IAB Tech Lab is horrified by Russia’s unprovoked and ongoing attacks on Ukraine. Beginning immediately, IAB Tech Lab will not provide technical certification or compliance to Russian or Belarusian companies due to the violation of Ukraine’s sovereignty and the atrocities the Russian military is committing in Ukraine.

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February 28, 2022

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 […]

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February 24, 2022

Tech Lab Releases “Seller Defined Audiences”, Aims to Democratize Cohort Development for the Open Ecosystem

I’m excited to announce that Tech Lab has finalized its first addressability specification incubated within Project Rearc: Seller Defined Audiences (SDA). SDA was first proposed to the industry in March 2021 as part of a portfolio of addressability and accountability solutions. It’s been a labor of love for a number […]

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February 16, 2022

IAB Tech Lab Unveils 2022 Product Roadmap and Announces Industry Working Groups Focused on Building a Stronger Digital Ecosystem

IAB Tech Lab CEO Anthony Katsur Lays Out Long-Term Priorities for Global Trade Body and Calls on the Industry to Help Build Solutions for Consumer Privacy, Addressability, Mitigating Fraud and Supporting Growth of Connected TV […]

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February 7, 2022

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 […]

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January 27, 2022

Welcome Back OpenRTB 2.X

The newest version of the 2.x series of OpenRTB specification is closing it’s public comment soon, make sure to take a look!  We’ve all heard that Connected TV (CTV) is the new frontier in digital advertising. And that the monumental shift of linear television advertising budgets to CTV means that […]

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Public Release of Ads.cert: Securing the CTV Supply Chain

Or “How I Learned to Stop Worrying and Sign My Requests” By Rob Hazan, Senior Director of Product, Index Exchange In the decade I’ve worked in ad tech, I’ve witnessed a pattern: where the money goes, fraud follows. Right now, CTV is where the money’s going. It’s a programmatic environment […]

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December 2, 2021

Transparency Center Evolves to Further Improve Supply Chain Safety

New features on ads.txt aggregator to better manage and ultimately monetize ad inventory Since 2018, IAB Tech Lab has provided an aggregated database of the Sell Side Transparency Standards to the industry, enabling companies to filter for authorized digital sellers using the ads.txt, app-ads.txt, and sellers.json initiatives. While some companies […]

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Tech Lab & Neutronian Partner to Accelerate Data Transparency and Quality Standards

IAB Tech Lab and Neutronian announced today that IAB Tech Lab’s Data Transparency Standard (DTS) Certification and Neutronian’s Quality Index (NQI) Certification can now be completed by data providers within a single integrated process. Additionally, the organizations announced that Neutronian’s NQI data quality methodology will now directly incorporate IAB Tech […]

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November 9, 2021

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 […]

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October 13, 2021

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 […]

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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 […]

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September 30, 2021

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 […]

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September 22, 2021

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. […]

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September 2, 2021

SHARC! We’re Going to Need a Bigger…Team!

We’re building a new API-managed container for handling ads cross-platform, but we need your help! What is SHARC? SHARC is an acronym for Safe HTML Ad Richmedia Container. For those of you familiar with SafeFrame or MRAID, SHARC is a new development aimed at taking the best of both worlds […]

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First Companies Achieve Seal of Compliance for Open Measurement for Web Video SDK

The IAB Tech Lab’s Open Measurement for Web Video SDK (OM Web Video SDK) launched to provide a standardized way to collect and report viewability measurement in web video advertising. Viewability measurement has been a long-standing challenge in the video advertising ecosystem and OM for Web Video paves the way […]

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August 12, 2021

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 […]

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July 29, 2021

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, […]

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July 22, 2021

International Communications: Updates for Asia-Pacific (APAC) Digital Advertising Community

Hopefully, all of you and your loved ones are safe. In the recent months, some of the countries in the region did face challenging times but salute to the indomitable human spirit, we all have fought back and have emerged stronger and more determined against the pandemic menace. Caution is […]

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July 15, 2021

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, […]

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July 13, 2021

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 What happened? During the same World Wide Developer Conference (WWDC) where Apple announced “Hide My Email” it previewed another new data protection feature called “iCloud Private Relay.” We wrote about Hide […]

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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.  Incorrect or missing […]

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July 8, 2021

Cross-platform Campaign Management with SCID

Executive Summary: SCID (Shared Campaign Identifier) is a key that enables tracking campaigns across platforms. This post describes the technical details of SCID and the use within OpenRTB. Background OpenRTB enables advertisers to run campaigns in the real-time bidding (RTB) advertising marketplace. Typically there are a number of entities/tech platforms […]

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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 ads.txt (authorized digital sellers’ list), sellers.json, and SupplyChain Object. This […]

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June 15, 2021

Apple’s “Hide My Email” and the Struggle for First-Party Primacy

How recent email-focused, privacy-centered announcements from Apple and others impact first-party addressability Key Takeaways What Happened? Last week at its annual Worldwide Developers Conference (WWDC), Apple announced several new features to enhance its privacy street cred. Among those announcements are “Hide My Email,” “Mail Privacy Protection,” and “iCloud+ Private Relay.” […]

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June 7, 2021

IAB Releases Amended Limited Service Provider Agreement for CCPA Compliance

Including minor version changes to the IAB Tech Lab U.S. Privacy String as well as publication of the LSPA Signatory List. After just over a year in-market, the IAB Legal Affairs Council reviewed applicable regulations and market practice and issued updates to the IAB Privacy, LLC’s Limited Service Provider Agreement […]

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June 3, 2021

The Year to Adopt CATS

Part1: Why we need Common Ad Transport Standard (CATS), the privacy-first, extensible, and interoperable solution to transport information with a VAST ad request that is available now. It’s time to have a chat about a temporary measure that was put in place to deliver information via macros to digital video […]

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June 1, 2021

IAB Tech Lab’s Compliance Registry Welcomes Alliance for Audited Media’s Digital Publisher Audit

IAB Tech Lab Compliance Programs have been operating since 2018 to help companies earn credibility for adhering to a set of global industry technical standards in the digital advertising supply chain. While Tech Lab operates several compliance programs to support our standards, we also know that there are other organizations […]

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May 24, 2021

The Impact of The Trade Desk Contributing UID 2.0 for Industry Development

UID 2.0 Is Now an Open Source Project Guided by PRAM and IAB Tech Lab Working Groups The Trade Desk recently announced it is taking an important step toward fostering a new, industry-led form of addressability by contributing the Unified ID 2.0 (UID 2.0) source code to the Technical Working […]

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Seven Key Issues Solved by the New IAB Tech Lab Seller-defined Audience Guidance

By Steve Francolla The industry is on a path to see the open web shattered into a million walled gardens, as cross-site data centralization at scale is being challenged. Today, many premium publishers see a minority of their audience authenticate, with the vast majority on the lower end of an […]

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May 18, 2021

IAB Tech Lab Announces New Board Members and Inaugural Law Firms in Residence

IAB Tech Lab, the digital advertising technical standards-setting body, announced today the addition of new board members from Amazon Advertising, CafeMedia, and NBCUniversal. In addition, the organization has named two law firms in residence.  New board members include Paul Bannister, Chief of Strategy, CafeMedia, and Ryan McConville, Executive Vice President, […]

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May 10, 2021

IAB Tech Lab CEO Dennis Buchheim Departs

Shailley Singh, SVP of Global Products and Programs, will serve as interim GM In our careers, sometimes we get a call that is just plain impossible to resist. Dennis got a call like that, and felt he couldn’t ignore it — it presented an opportunity to collaborate with the industry […]

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April 2, 2021

IAB Tech Lab APAC Engagement in Q2 2021

Continuing to build on our presence and commitment to the Asia Pacific region (APAC), we at IAB Tech Lab have launched an APAC communications page to serve as a repository of information on our activities in the region. Key sections of interest are: Past Events – recordings of all of […]

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March 30, 2021

IAB Tech Lab Releases New Buy-side Transparency Specifications for Public Comment

IAB Tech Lab, the digital advertising technical standards-setting body, released today buyers.json and DemandChain Object specifications for a 30-day public comment period, which begins today and lasts until April 30, 2021. Over the past several years, Tech Lab has developed technology standards and best practices to provide transparency and brand […]

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March 16, 2021

Re-Architecting Digital Media for Predictable User Privacy

Project Rearc One Year Later—Recent Releases for Addressability, Privacy, and Accountability A year ago at the IAB Annual Leadership Meeting (ALM), we initiated Project Rearc as a global industry effort to focus on technical standards for preserving addressability with privacy and accountability, in response to the fact that third-party identifiers […]

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March 11, 2021

Finally Some Clarity Around Google Ads’ Latest Privacy Announcements

Google Ads’ privacy blog post last week and the ensuing headlines left most of us with more questions than answers. Yes, most expected Google Ads products to integrate with Chrome’s Privacy Sandbox (FLoC, FLEDGE and the reporting APIs). Still, IAB Tech Lab received hundreds of inbounds all expressing confusion, as […]

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March 9, 2021

IAB Tech Lab Releases For Comment A Portfolio Of Standards For Responsible Addressability And Predictable Privacy

With less than a year until the sunset of third-party cookies across all browsers, and with imminent changes to mobile advertising IDs, IAB Tech Lab, the digital advertising technical standards-setting body, has been collaborating with the advertising and media industry to develop privacy-preserving specifications and best practices to support the […]

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March 4, 2021

Responding to Google’s Recent Privacy Update

The Google announcement has not changed our plans to provide a new portfolio of approaches to addressability, with privacy and with auditable accountability. As expected, major platforms, and advertising and media companies are approaching privacy and data protection differently, but we believe we all share common goals: protecting data, safeguarding […]

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February 19, 2021

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 […]

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February 17, 2021

Register Now for IAB Tech Lab’s SKAdNetwork ID List

With the imminent enforcement of Apple’s new privacy features, including the iOS SKAdNetwork feature, IAB Tech Lab has released a new tool for managing and maintaining SKAdNetwork ID list. Advertisers, DSPs, and networks can register their SKAdNetwork IDs and IAB Tech Lab will publish a list of all registered IDs that […]

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February 5, 2021

Implementing app-ads.txt for Safer CTV and OTT Transactions

Supporting the healthy growth of connected TV (CTV) is top of mind at the IAB Tech Lab. With the events of 2020, adoption and usage of CTV has rapidly accelerated. This means tackling timely opportunities and challenges is essential to creating safe and transparent standards in this nascent space, which […]

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January 25, 2021

Reviewing Unified ID 2.0 for Long Term Industry Value

Earlier this month, the Partnership for Responsible Addressable Media (“PRAM”) extended an invitation to the advertising and media industry to contribute code for collaborative development of addressability and accountability standards and solutions. Yesterday, The Trade Desk announced the first such contribution for consideration: the submission of Unified ID 2.0 (UID2) […]

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December 18, 2020

Guidance for Uniquely Identifying Creative Asset IDs in VAST

Background: With the release of VAST 4.x, the latest versions of the digital video ad serving template, the Universal Ad-ID feature was introduced to address inconsistencies in how creative identifiers were assigned across various systems. This feature provides a means for an authoritative program such as Ad-ID or any company’s […]

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December 14, 2020

Fast-Tracking Open Measurement SDK Compliance

In this blog post, we will cover how to successfully submit your mobile app to the IAB Tech Lab for Open Measurement SDK (OM SDK) compliance program and explain how to fast-track the certification process. The certification process typically takes 3-4 weeks, however, the timeline can be reduced or increased […]

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December 9, 2020

Open Measurement for Web Video Arrives

The Open Measurement Software Development Kit (OM SDK) transformed the viewability measurement landscape in 2018 for mobile app measurement. It eliminated the need for multiple vendor integrations and standardized the process for ecosystem feedback. The Open Measurement Working Group (OMWG) was forward-thinking in its vision and anticipated that this mobile […]

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December 3, 2020

IAB Tech Lab Expands Presence in APAC

NEW DELHI (December 3, 2020) – IAB Tech Lab (Tech Lab), the digital media and marketing industry’s global non-profit research, development, and technical standards-setting consortium, announced that Shivendra Misra has been appointed to represent the organization in the Asia-Pacific (APAC) region (Southeast Asia, India, China, and Japan). As IAB Tech Lab’s APAC […]

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December 2, 2020

IAB Tech Lab Comes to APAC

Operations for IAB Tech Lab (Tech Lab) in the Asia-Pacific (APAC) region are up and running. I have had the privilege of connecting with a small group of “Friends of Tech Lab” and have had informal conversations to understand and plan our approach to ensure success in the region. A […]

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IAB Tech Lab Releases Podcast Measurement Technical Guidelines 2.1 for Public Comment

IAB Tech Lab has released the Podcast Measurement Technical Guidelines 2.1 for public comment for a 30-day period which begins today and lasts until December 31, 2020. Podcast Measurement Technical Guidelines are standard metrics for both podcast content and podcast ads to provide marketplace clarity through a common language for […]

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November 30, 2020

More Efficiency and Transparency for Your Video Ads with the SSAI VAST Macro Guidance

The Digital Video Ad Serving Template (VAST) macros are a powerful tool used for communicating a broad array of data points when delivering VAST ads.  When using Server Side Ad Insertion (SSAI) technology for ad delivery, there may be a lack of reliable client-side data, which ultimately makes the data […]

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October 19, 2020

IAB & IAB Tech Lab Respond with Support for OpenRTB and IAB Europe’s Transparency & Consent Framework

In a report issued last week, the Inspection Service of the Belgian data protection authority (DPA) summarized concerns it has with the IAB Europe Transparency & Consent Framework (TCF). The Inspection Service has transferred the report to an internal adjudication unit that will deliberate over the coming months. The report […]

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October 14, 2020

Interactivity in CTV Advertising

Part of the blog post series: CTV Advertising Standards: IAB Tech Lab Standards & Guidance Executive Summary: While interactive advertising can enable greater monetization opportunities, it is still a nascent area in Connected TV (CTV) as interactive ads are difficult to implement across the plethora of device platforms. Tech Lab […]

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Measurement & Verification in CTV Advertising

Part of the blog post series: CTV Advertising Standards: IAB Tech Lab Standards & Guidance Executive Summary: Measurement and verification are key components of digital advertising, and can be a key differentiator between Connected TV (CTV) advertising and traditional broadcast TV. Challenges to measurement on CTV include device operating system […]

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Sales & Delivery in CTV Advertising

Part of the blog post series: CTV Advertising Standards: IAB Tech Lab Standards & Guidance Executive Summary: Connected TV (CTV) devices bring new challenges to the process of ad delivery – especially around maintaining the quality of creatives on large screens. Tech Lab’s video and programmatic specifications (especially VAST and […]

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October 8, 2020

SIMID 1.1 Updates Add Support For Nonlinear Ads

As described in our Simplifying Video Ad Delivery blog post, IAB Tech Lab’s video working groups are modernizing the video stack to better support CTV and mobile platforms, and factoring in safety and usability in video ad delivery. A big part of that update is replacing VPAID with specs that […]

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October 6, 2020

IAB Tech Lab Adds a New Taxonomy to its Portfolio – Ad Product Taxonomy 1.0 – Enabling Stronger Publisher Controls Over Programmatic Ad Delivery

IAB Tech Lab released a new taxonomy – Ad Product Taxonomy 1.0 – for 30-day public comment through November 6, 2020. The Ad Product Taxonomy establishes for the first time a standardized nomenclature for describing the product or service being advertised within a creative unit. It aims to provide publishers […]

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October 5, 2020

News Saves Lives

Introducing The News Media Inclusion List for Buyers The News Media List is a global list of news publishers to enable advertisers, media buyers, and DSPs to create inclusion lists of news websites. News media is an important source of life-saving information in times of crisis. It is critical that […]

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October 1, 2020

Anti-Fraud & Transparency in CTV Advertising

Part of the blog post series: CTV Advertising Standards: IAB Tech Lab Standards & Guidance Executive Summary: Due to its explosive growth and premium environment, CTV is increasingly becoming the target of fraudsters, and fraud is a challenge that needs to be addressed before it can grow into programmatic selling. Tech […]

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Brand Safety in CTV Advertising

Part of the blog post series: CTV Advertising Standards: IAB Tech Lab Standards & Guidance Executive Summary: Brand safety is an important aspect of ad delivery, but is increasingly complex. Tech Lab enables brand safety through features in Content Taxonomy, OpenRTB, VAST and Open Measurement. The Details: Brand safety has been […]

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September 28, 2020

Chrome Will Block Heavy Ads Soon: Get Your VAST Video Ads Ready

Solutions to Detect and Report Chrome Intervention; And New Ad Portfolio Guidance for Maintaining Lightweight Ads Executive Summary An upcoming Chrome browser update will block ad loads that surpass 4MB of network data usage, 15 seconds of CPU usage in a 30 second period, or 60 seconds of total CPU […]

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September 24, 2020

CTV Advertising Standards: IAB Tech Lab Standards & Guidance

Learning from History: How Digital Media Standards Can Support Healthy Growth of CTV In my last blog post, we talked about the critical “CTV vs. OTT” debate. Let’s now talk about what IAB Tech Lab and its members and partners have been doing to better support the connected TV (CTV) […]

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Privacy, Data, and Identity for CTV Advertising

Part of the blog post series: CTV Advertising Standards: IAB Tech Lab Standards & Guidance Executive Summary: The details: The key to good ad experiences is being able to deliver the most relevant and engaging ads to the right people. The challenge of course is that this has to be […]

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September 16, 2020

What You Need to Know: iOS14 Privacy Changes and OpenRTB

Executive Summary: Apple announced a number of privacy related updates in iOS14, which impact how in-app advertising and attribution works. The IAB Tech Lab’s Programmatic Supply Chain Working Group is releasing a set of extensions to OpenRTB to support these updates, along with a couple of optimizations that we would […]

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September 15, 2020

Companies Pledge to Work Together to Preserve Addressable Advertising with Privacy

 IAB Tech Lab Board Members Call on Industry to Support Open Standards NEW YORK — September 15, 2020– As the IAB Tech Lab’s REBOOT 2020 virtual summit kicks off today (and continues on the 16th and 17th), IAB Tech Lab Board members have committed to the principles of Project Rearc […]

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September 9, 2020

If you see something, say something.

If you are working on stress testing a specification or analyzing adoption data of a Tech Lab standard, we’d love to hear from you! We appreciated the considerable interest in our recent explainer about the use of ads.txt (Authorized Digital Sellers) and other complementary standards.  The explainer was published in […]

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August 26, 2020

Apple watchOS Duplicates Podcast Downloads Resulting in Inflated Reporting: Filtering Guidance

Updated on October 14, 2020 to provide more specific user agent strings. Concerns have recently been raised about Apple’s watchOS Podcasts app. Downloads to an Apple Watch device appear to be duplicative of downloads to a user’s iPhone after the watch performs its synching cycle. This outcome could result in […]

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August 5, 2020

IAB Tech Lab, Project Rearc, and the Partnership for Responsible Addressable Media

Leading trade associations and companies representing every sector of the global advertising industry, including IAB and IAB Tech Lab, have joined together to launch the Partnership for Responsible Addressable Media. The partnership is similarly focused on the future of addressability for our industry, and it will build on relevant work […]

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July 29, 2020

SafeFrame 2.0: Safer, Simpler and More Advanced

The number of browsers and the technology that runs them has been advancing rapidly over the last few years. Ad tech has also seen a lot of advancement in technology, creativity, and services. All of this growth comes with added risk. For years, SafeFrame has offered rich ad interactions in […]

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July 28, 2020

ads.txt: Don’t Blame the Tools, Learn How to Use Them

An article about certain sites “potentially committing a form of ad-fraud” using ads.txt (Authorized Digital Sellers) files has been making the rounds and we decided to look into the details to see if we could learn from the post to improve our transparency / anti-fraud specifications. We have reached out […]

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July 24, 2020

iOS 14 Privacy Features Impact: What Advertisers Need to Know

Open Standards and Predictable Privacy for Consumers are More Important than Ever There’s been no shortage of ad industry ink spilled in response to Apple’s WWDC privacy announcements for iOS 14. In particular, much of the focus is on Apple’s design for user transparency and control over the iOS identifier […]

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July 23, 2020

State of Data: Three Data Trends Shaping 2020 & Beyond

Big data remains big business for advertising, despite the significant impact of COVID-19 and ongoing privacy-related changes. The advertising and media ecosystem spent $11B on data in 2019, according to the IAB Annual “State of Data” report, released today. However, data users, compilers, and other industry stakeholders suggested that in […]

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July 9, 2020

Final Audience Taxonomy 1.1 and Content Taxonomy 2.1 Provide Additional Consumer Privacy Safeguards

IAB Tech Lab’s Taxonomy and Mapping Working Group has finalized two updates to its taxonomy portfolio: Content Taxonomy 2.1 and Audience Taxonomy 1.1.  The two updates – which went through 30 days of public comment through April 2020 – introduce additional consumer privacy safeguards that aim to minimize the risk […]

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July 8, 2020

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 […]

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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. […]

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June 24, 2020

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 […]

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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 advertising and user […]

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June 18, 2020

SafeFrame Update: Input Last Call

Ad technologists: Join the working group and influence the development of SafeFrame 2.0 SafeFrames have been quietly, or not so quietly, in use since their release in 2013. With a minor update in 2014, IAB Tech Lab’s SafeFrame has been left alone to function in a rapidly changing marketplace. Since […]

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June 17, 2020

DigiTrust – The Final Chapter

Supporters Decide to Sunset DigiTrust on July 31 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 […]

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June 9, 2020

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. […]

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June 5, 2020

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 […]

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May 20, 2020

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 […]

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May 7, 2020

OTT vs. CTV: What’s in a Name?

Executive Summary Over the last few years, streaming services have exploded and have made the terms “OTT” and “CTV” (defined below) 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. Common questions […]

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April 2, 2020

Q&A: How the TCF v2 Shared Libraries Can Help Integrators Encode and Decode Consent Strings and More

For the initial release of the Transparency and Consent Framework (TCF), the advertising industry worked tirelessly to release the specification, as well as the shared libraries that would help CMPs and vendors encode and decode consent strings in every major programming language. Even days before the deadline, the industry knew […]

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Retiring the DigiTrust CMP by End of June (EXTENDED TO AUGUST 15)

Advertisers and publishers have more time to select and transition to a new CMP UPDATE: On May 14, the Transparency and Consent Framework (TCF) Steering Group voted to extend technical support for TCF v1.1 beyond the previously announced date of 30 June to a new date of 15th August 2020. […]

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March 30, 2020

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 ongoing efforts to […]

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March 29, 2020

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. The Context First, at this time all four major browsers have publicly disclosed a privacy […]

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IAB Tech Lab Releases for Comment Common Ad Transport Standard (CATS) for Direct Buying and Selling of Digital Media

SAN FRANCISCO (March 26, 2020) – IAB Tech Lab today released CATS (Common Ad Transport Standard) for public comment for a 30-day period until April 24. […]

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February 12, 2020

Project Rearc: An Industry Collaboration to Rearchitect Digital Marketing

We just wrapped a very timely and active IAB Annual Leadership Meeting. During this event, IAB and IAB Tech Lab introduced Project Rearc, an initiative to get stakeholders across the digital advertising and media supply chain working together to make the internet a better place for consumers – marrying the […]

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December 20, 2019

Guidelines for CTV/OTT Device and App Identification

By Amit Shetty With the growth of Connected TV (CTV), Set Top Boxes, and other Over-The-Top (OTT) devices, and the explosion in streaming video services, the OTT space is fast becoming one of the most important segments of video advertising. With this growth comes many technical challenges. The wide range […]

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December 19, 2019

Blockchain: An Invitation to Participate

By Miguel Morales Imagine a world where the challenges of digital advertising operations fade into a chain of collaborative record keeping, and full transparency removes the need for out of band reconciliation. Multiple parties supporting a campaign can all verify that other participating parties are adhering to the same material […]

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December 17, 2019

Introducing the Next Milestone For Open Measurement

By Joe Ranzenbach In the not-so-distant past, independent viewability measurement presented one of the most complex challenges faced by mobile advertising. In response to the industry problem, IAB Tech Lab brought us together to develop a solution and in April 2018, the Open Measurement SDK (OM SDK) was brought to […]

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November 18, 2019

IAB Tech Lab Releases V1 Technical Specifications for IAB CCPA Compliance Framework for Publishers & Technology Companies

By Jennifer Derke Today, the IAB Tech Lab is releasing version 1.0 of the technical specifications for the IAB CCPA Compliance Framework, and is encouraging digital property owners and ad platforms to begin their technical implementation efforts. The Framework supports compliance with the CCPA for the digital advertising ecosystem. The […]

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October 22, 2019

IAB & IAB Tech Lab Release CCPA Compliance Framework for Public Comment

NEW YORK, NY (October 22, 2019) – IAB, the trade association for the digital media and marketing industries, and its affiliated standard-setting organization, the IAB Technology Laboratory, today released for public comment the IAB California Consumer Privacy Act Compliance Framework for Publishers and Technology Companies to help digital publishers and […]

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October 17, 2019

SpotX Chief Scientist Neal Richter Elected as Chairman of IAB Tech Lab Board of Directors

NEW YORK, NY (October 17, 2019) – The IAB Technology Laboratory (Tech Lab) today announced that SpotX Chief Scientist Neal Richter was elected by its board of directors as the new chair. In this position, Richter will play a key role in guiding the Tech Lab’s work to evolve privacy-compliant standards […]

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September 23, 2019

A Proposal for Enhanced Accountability

By Jordan Mitchell As consumers today, we live in a digital media universe built upon open standards. Open standards, and indeed the open architecture of the internet, fueled tremendous innovation over the last 20+ years, resulting in the digital services and conveniences we appreciate regularly. However, open standards can also […]

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September 4, 2019

The Evolution of the Internet, Identity, Privacy, and Tracking – How Cookies and Tracking Exploded, and Why We Need New Standards for Consumer Privacy

By Jordan Mitchell It’s time we speak frankly about a very personal matter: your privacy on the internet. It seems everyone these days wants to protect it. The European Union enacted a sweeping new set of laws, the General Data Protection Regulation (GDPR), to safeguard it. The California Consumer Privacy […]

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July 31, 2019

Sellers.json and SupplyChain Object Ready for Industry Adoption

The Problems Solved by sellers.json and SupplyChain, and all the Clickbait Titles You Will (hopefully) not Have to Read this Year By Sam Tingleff and Jennifer Derke What’s new? After a thorough public comment period with OpenRTB Working Group feedback and review, the sellers.json and SupplyChain object specifications are now […]

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July 8, 2019

Yahoo Japan at IAB Tech Lab Innovation Day

On May 6, 2019, IAB Technology Laboratory (hereafter “IAB Tech Lab”) held its first technology conference for this year in New York, U.S.A. The theme this year was: “Transparency and Securing the Supply Chain” Since this has been a hot topic in the last few years, the conference was attended […]

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June 20, 2019

Demystifying App-ads.txt

As you may have seen, on March 13th we released the final version of app-ads.txt, the mobile and native app follow-up to ads.txt. In this post I’d like to address some of the misconceptions and clarify the value prop around app-ads.txt. Background on ads.txt If you recall, ads.txt (Authorized Digital […]

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May 8, 2019

The Three Deadly Sins of ads.txt and How Publishers Can Avoid Them

In this blog post, we will address some misconceptions and attempt to clarify how publishers should go about deploying and managing ads.txt. Why only three sins and not seven? ads.txt is not complicated enough for seven! ads.txt was never intended to solve every fraud problem in ad tech; it was […]

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April 25, 2019

IAB Europe Launches Public Comment for its GDPR Transparency & Consent Framework Version 2.0

 IAB Europe, the leading European-level industry association for the digital advertising ecosystem, in partnership with IAB Tech Lab, today announced it is making the Policies and Technical Specifications for v2.0 of the Transparency & Consent Framework (TCF v2.0) available for public comment.  The public comment period will last 30 days, until […]

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April 23, 2019

IAB Tech Lab Releases for Public Comment a New Specification to Improve Transparency and User Experience in Video Advertising

The IAB Technology Laboratory today released SIMID (Secure Interactive Media Interface Definition) for public comment, a specification designed to replace VPAID (Video Player Ad Interface Definition) and increase transparency and security, while increasing support for creativity and interactive capabilities.{…}

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April 19, 2019

DigiTrust CMP Open Source Project Now Open to New Contributers

The IAB Europe Transparency and Consent Framework (TCF) enables ad tech vendors to operate in compliance with GDPR by using a Consent Management Provider (CMP). CMPs interface directly with consumers, providing transparency around data collection, offering privacy settings, and recording those privacy settings for ad tech vendors to respect and […]

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April 8, 2019

What Does it Mean to be LEAN?

By Shailley Singh   If you have been wondering about your LEAN Score and whether your site, app, and creative meet the LEAN principles, worry no more. Today, we are announcing a new roadmap to address critical components of LEAN (Light, Encryption, Allowing Choice, Non-invasive ads). It’s a long story […]

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Building Light Weight and Load Optimized Ad Creatives

By Manuela Moser and Andreas Kühner   As part of the New Ad Portfolio, the concept of initial load and sub load was introduced to replace the previous “polite download”. This concept provides for the division of the total file weight into an initial load and sub load. The purpose […]

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March 19, 2019

Final Version of App-ads.txt Ready for Adoption to Fight Inventory Fraud in Mobile Apps and OTT

  App Support for Authorized Digital Sells List, app-ads.txt, is Finalized After Beta Period   Today, March 13 2019, IAB Tech Lab’s OpenRTB working group is releasing the final version of the app-ads.txt specification. App-ads.txt is an extension of the original ads.txt standard which provides a mechanism for content owners […]

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February 13, 2019

OpenDirect 2.0 Ready for Industry Adoption

By Jennifer Derke To improve order management in a programmatic world, OpenDirect 2.0 has been finalized and is now ready for full industry adoption. This finalization comes on the heels of major overhaul of the IAB Tech Lab’s OpenMedia programmatic technology stack. Updates to the spec after the public comment […]

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February 11, 2019

IAB & IAB Tech Lab Recognize Outstanding Digital Marketing Leaders with 2019 Sales and Service Excellence Awards

2019 IAB Tech Lab Service Excellence Awards: The IAB Tech Lab Service Excellence Awards recognize the important contributions of members of IAB Tech Lab’s commit groups, working groups, and task forces. [..]

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February 5, 2019

So, You’d like to Propose a Change to OpenRTB/AdCOM…

So, You’d like to Propose a Change to OpenRTB/AdCOM… Sam Tingleff and Jennifer Derke flickr: volvob12b   Like a monarch butterfly, new proposals to the OpenRTB standard do not begin life as a beautiful, fully formed creature.   In this post we hope to first clarify some of the misconceptions […]

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January 8, 2019

GDPR Consent Strings and URL Length: An Advisory from IAB Tech Lab

By Sam Tingleff One of our members recently brought to our attention a concern around the impact of GDPR consent strings on URL lengths. It seems worth a short discussion and an advisory. The Transparency and Consent Framework introduces the concept of a “consent string”, which is a piece of […]

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December 18, 2018

IAB Tech Lab Launches Podcast Measurement Compliance Program

NPR and Rawvoice/Blubrry Earn First Seals of Compliance. The IAB Technology Laboratory Podcast Measurement Compliance Program has entered[..]

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December 12, 2018

The Time For The Over-the-Top Identifier for Advertising (OTT IFA) Is Now!

By Bennett Crumbling, J. Allen Dove, Chris Gordon, Courtney Rogers & Amit Shetty   How many times have you had this experience on your over-the-top video (OTT) device when you are watching a program and you see a commercial for the same car about 10 times in an hour? Yet, you already bought […]

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Open Measurement Software Development Kit for Mobile in-app Advertising Gains Global Adoption, Enabling Viewability Measurement on 2 Billion Devices Globally

Media Rating Council Supports IAB Tech Lab OM SDK Certification to Promote Adoption; 17 Companies from U.S., Europe & Asia Already Certified. [..]

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December 10, 2018

Upgrading Video Ad Delivery Workflows with VAST 4.1

By Pieter Mees, Timothy Olds, Simon Trasler Possibly one of the most important new features in VAST 4.1 (Digital Video Ad Serving Template) is the specification of how to perform ad requests, which tackles a number of long-standing industry challenges and opens a path to more efficient video advertising. This […]

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November 27, 2018

VAST Interactive Templates: Simplifying Interactivity Standards with VAST 4.1

By Michael Tuminello, Aron Schatz, Jesse Leikin VAST (Digital Video Ad Serving Template) and VPAID (Digital Video Player Ad Interface Definition), despite being old enough to pre-date the rise of mobile and over-the-top (OTT) advertising, have thus far resisted a wholesale update.  However, as detailed in the IAB Tech Lab’s […]

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November 20, 2018

VAST 4.1 – Now With Audio Power!

By Jonathan Eccles and Jean-Luc Wasmer With the release of the latest version of the Digital Video Ad Serving Template, VAST 4.1, ad tech companies, servers, and publishers will finally be able to unify existing video ad specifications with the quickly growing digital audio ad market. The separate Digital Audio […]

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November 15, 2018

OpenMedia specs, including OpenRTB 3.0 Finalized and Ready for Adoption

By Jennifer Derke Today, IAB Tech Lab’s OpenRTB working group announced that the much-anticipated OpenRTB 3.0, AdCOM 1.0, and Ad Management 1.0 specifications are finalized and ready for industry adoption. Ads.cert: Signed Bid Requests remains in beta for continued early implementations, and participation with the working group to work on […]

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November 14, 2018

VAST 4.1 & Open Measurement – the long awaited video verification solution!

  By Jon Guarino and Phil Harris Digital Video Ad Standard Template (VAST) 4.0 represented an essential rethinking of third-party verification on video inventory. Previously, running measurement code was possible only through Video Player-Ad Interface Definition (VPAID) media files, which would necessarily obscure and delay the actual creative content. This […]

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November 8, 2018

IAB Tech Lab Releases Final Version of VAST 4.1

By Amit Shetty The Digital Video Ad Serving Template Version 4.1 (VAST 4.1) was released for public comment on June 14th 2018, and received an unprecedented amount of feedback, reflecting the level of interest in this release of VAST. Following discussions in the Digital Video Working Group, we are now […]

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November 5, 2018

Announcing a new working group to tackle industry issues: IAB Tech Lab’s “Programmatic Practices Task Force”

By Jennifer Derke The digital advertising industry is grappling with important questions about the programmatic supply chain. In an open ecosystem with significant proprietary technology, supply and demand partners may not know how each other’s platforms make decisions. Highlighted in recent trade press, unexpected practices or algorithmic behavior can have […]

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August 16, 2018

What it means for a DSP to support Ads.txt

What it means for a DSP to support ads.txt – and why it’s important By now your DSP has probably said that they “support ads.txt”. But what does that actually mean, and should you care? The ads.txt specification aims to address counterfeit inventory by giving content owners and distributors a […]

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August 15, 2018

A simple tool to help you achieve brand safety: the ads.txt aggregator

By Jennifer Derke The IAB Tech Lab ads.txt aggregator tool crawls the web, providing regular updates on brand safe inventory, so you can be sure you’re investing your money in the right places. Specifically, the Aggregator:   Eliminates ad fraud (specifically, misrepresented domains) by crawling the web – more than 2M […]

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August 1, 2018

Cutting out misrepresented domains from your marketing campaign is a must. Here’s how.

By Jennifer Derke You wouldn’t buy a “Rolex” from a man on the street in a trench coat full of (likely counterfeit) watches, right? Then why buy ad inventory from unauthorized sellers? Ads.txt is a powerful resource to know which supply sources are trustworthy in selling publisher inventory. Sophisticated buyers […]

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July 26, 2018

Updates from the Blockchain Working Group

By Shailley Singh We announced the formation of the Blockchain Working Group on September 18, 2017 under the leadership of Richard Bush, President, NYIAX, and Michael Palmer, Director, GroupM. This was followed by a live member event on October 18 at MetaX HQ in Santa Monica and a kick-off meeting […]

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July 25, 2018

Buyers: This Simple Step Can Help Mitigate Ad Fraud

By Jennifer Derke First launched in September 2017, ads.txt has seen rapid adoption by the digital advertising industry. There are over 2 million domains with ads.txt files, and buyers are committing to buying ads.txt inventory. However, full adoption of ads.txt requires that buyers are specifically validating each of the sellers […]

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July 18, 2018

ads.txt aggregated files – the easy way to fight ad fraud

By Jennifer Derke Buyers and buy-side ad tech partners must develop a strategy of buying publisher inventory that is sold only by authorized digital sellers, as declared in publisher ads.txt files. IAB Tech Lab’s ads.txt aggregator is a simple, easy-to-use tool that helps by providing efficient delivery of aggregated ads.txt structured […]

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July 13, 2018

Mythbusting ads.txt

By Sam Tingleff Recently there have been multiple stories in the industry press hinting that the ads.txt specification has a “loophole” or is otherwise flawed in a way that is being exploited within the mobile app programmatic ecosystem. The Forensiq report specifically, and miscommunication in the press, was flawed in […]

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June 21, 2018

Bringing MRAID 3.0 Adoption Up to Speed

By Aron Schatz MRAID 3.0 was released about a year ago to be the gateway to enhancing rich media advertising in mobile applications. Since that time, the industry has been adopting and embracing the changes to the standard. The work has not stopped for the MRAID working group, though. Through […]

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June 12, 2018

Transparency and Consent Framework Mobile App Spec Ready for Adoption

By Jennifer Derke Today, IAB Tech Lab and IAB Europe released the Transparency and Consent Framework’s Mobile In-app Specifications as a final version ready for widespread industry adoption. No significant changes were made to the specs in the process of finalization. Tech Lab’s GDPR Mobile Subgroup reviewed the specifications and […]

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May 30, 2018

GDPR and IAB Tech Lab: Cooperation on Standards that Benefit the Industry

By Anissa Connor GDPR enforcement date has arrived, and along with it a plethora of compliance requirements for the global digital advertising ecosystem.  The applicability of GDPR across our industry has presented an enormous opportunity for collaboration, and IAB Tech Lab has been engaging with industry stakeholders to develop important […]

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April 30, 2018

A New Chapter for DigiTrust

By Jordan Mitchell We’re pleased to announce that IAB Tech Lab has acquired the DigiTrust solution, is hiring the team, and will support increasing global adoption of the DigiTrust neutral ID service. Additionally, IAB Tech Lab will work to integrate DigiTrust capabilities with existing and emerging technology standards for digital […]

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April 11, 2018

Leadership Insights Into the Open Measurement SDK

By Dennis Buchheim Leadership Insights When IAB Tech Lab formed its Open Measurement Software Development Kit (OM SDK) working group, one of our primary goals was clear: to encourage collaboration among industry members, including publishers and measurement providers, to develop scalable solutions to measurement challenges in the mobile app environment. […]

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March 19, 2018

Demystifying Identifiers and Understanding Their Critical Roles in Advertising

By Dennis Buchheim and Amit Shetty “Identity” is a term that gets used a lot in digital advertising, usually in the context of identifying and targeting consumers. At the IAB Tech Lab, we look at identity in a broader context, covering consumers, creative assets, and the businesses involved in the […]

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February 9, 2018

IAB Tech Lab Supports GDPR Transparency and Consent Solutions

RELEASING AN OPENRTB GDPR ADVISORY AND LAUNCHING THE IAB TECH LAB GDPR TECHNICAL WORKING GROUP IAB Tech Lab has taken the steps to support the advertising industry adherence to the General Data Protection Regulation (GDPR). The GDPR, which becomes enforceable on May 25, 2018, promotes more control for European internet […]

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December 21, 2017

Ad Tech Predictions for 2018

By Dennis Buchheim As 2017 comes to a close we invited some of our most active IAB Tech Lab members to share their predictions for ad tech in 2018. These technology insiders offered up expert perspectives on a myriad of topics that range from transparency to blockchain, and dynamic content […]

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December 14, 2017

Podcast Metrics: The Next Generation

    By Steve Mulder, Senior Director of Audience Insights, NPR The explosive growth of podcast listening shows no signs of slowing. An estimated 67 million Americans over 12-year old listen to podcasts monthly, according to Edison Research, up significantly compared to just a year ago. As with any emerging […]

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November 30, 2017

IAB Tech Lab Announces Final Content Taxonomy v2 Ready for Adoption

Co-Authored by Taxonomy Working Group Co-Chairs Kevin Flood and Noel Agnew The final document of the IAB Tech Lab Content Taxonomy Version 2.0 was released today by the IAB Tech Lab, and is ready for adoption by the digital advertising industry. The Taxonomy and Mapping Working Group re-launched last year […]

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November 9, 2017

Simplifying Video Ad Delivery

By Amit Shetty Over the last few months we have been asked a number of questions about the use of various video ad tech standards. We have seen a number of changes in the space like diminishing browser support for Flash, as well as major growth in mobile and Over-the-Top […]

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October 27, 2017

The Case for Dynamic Music Creative

  By: Brian Ales, Triton Digital In my past life as a working music composer, I wrote and produced more than my share of music for advertising. From there, I slid into the music technology space, and from there on to my current work in audio adtech – but it’s […]

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October 11, 2017

A Deeper Look into VAST 4.0 and the Universal Ad ID

By Jarrett Wold, AD-ID and Amit Shetty, IAB Tech Lab Ad-ID and the IAB Tech Lab have jointly published a white paper, “Five Use Cases for Video Ad Serving,” that demonstrates the importance of including Ad-ID as a registry value inside the UniversalAdId element in VAST 4.0. The white paper […]

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October 4, 2017

IAB Tech Lab Open Measurement Initiative Aims to Solve the Industry’s Mobile App Viewability Challenges

By: Eric Picard and Brad Beal, Pandora The IAB Tech Lab has done something historic, important, and worth discussing.  It is likely that if you’re reading this post, you’re somewhat familiar with viewability, one of the most important issues facing the digital advertising space today.  Below we’re going to cover […]

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October 2, 2017

Understanding & Reacting to Apple’s Safari Browser Tracking Changes

By Dennis Buchheim With its most recent Safari browser release for iOS and MacOS, Apple introduced “Intelligent Tracking Prevention”, which immediately and significantly reduces the value of ad impression opportunities in Safari mobile/desktop browser and in-app webview environments. Safari will now block sending cookies to third parties determined to be […]

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September 18, 2017

Blockchain for Advertising

By Richard Bush and Michael Palmer We are excited to announce that the IAB Tech Lab is establishing a new working group with the goal of exploring ways to leverage blockchain to improve efficiency and value realization in digital advertising. Since it was first described as a fundamental component of […]

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September 13, 2017

IAB Tech Lab Announces Updated ads.txt Specification 1.0.1 With Clarity for File Variables, Subdomains, and Redirects

By Jennifer Derke and Dr. Neal Richter ads.txt has fast gained attention as an impactful tool in fighting fraud. Publishers can post a list of Authorized Digital Sellers to declare allowed sellers and resellers of the publisher’s inventory. Buyers can use ads.txt files to shift media spend to authorized supply […]

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August 13, 2017

New OpenMedia Specification Landscape Powers Effective Standards Development at IAB Tech Lab

By Dennis Buchheim and Jennifer Derke Digital advertising is converging. Industry growth and maturation are being slowed by silos of media formats and channels (video, display, programmatic bidding, direct, etc.). It is time to think cross-screen, cross-media, with interoperability as the ultimate goal. Enter OpenMedia. What is OpenMedia? OpenMedia is […]

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July 31, 2017

OpenRTB Native Version 1.2 Finalized

By Jennifer Derke OpenRTB Native version 1.2 has been finalized after the public comment period earlier this summer. Feedback was accepted from the industry and reviewed by the OpenRTB Native working group and the IAB Tech Lab Commit Group. The major feature updates in OpenRTB Native version 1.2 include; Dynamic […]

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July 5, 2017

MRAID 3.0: Ready to Play Rich and Flawless Ads In-App on Your Phone

By Aron Schatz View MRAID Version 3.0 Here Since 2011, the Mobile Rich Media Ad Interface Definitions (MRAID) specification has provided in-app advertising the means to create compelling rich media ad experiences at scale. The promise of MRAID allowed ad designers to write a creative once, and have it run […]

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June 27, 2017

Industry Aligns to Adopt ads.txt Specification

By Alanna Gombert The IAB Tech Lab has been working in partnership with the digital advertising industry to take in and process all of the feedback for ads.txt, the mechanism that allows publishers to list their Authorized Digital Sellers and is a frontline weapon against inventory spoofing and unauthorized sellers. […]

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May 30, 2017

Open Source Crawler Released to Support Adoption of ads.txt

By Dr. Neal Richter and Jennifer Derke Since announcing ads.txt to fight counterfeit inventory, we’ve received a number of comments, including from companies starting to build crawlers. To assist in accelerating the adoption of ads.txt, the IAB Tech Lab is releasing an open source implementation of a reference crawler written […]

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May 16, 2017

Helping the industry prevent the sale of counterfeit inventory with ads.txt

By Neal Richter Today, we’re announcing an important new standard as part of OpenRTB, called ads.txt. While its mission is simple, to increase transparency in the programmatic advertising ecosystem, we believe it will have an oversized impact in reducing ad fraud across the ecosystem. When an advertiser buys media programmatically, […]

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The IAB Dynamic Content Ad Standard – Ushering in a New Era of Content and Data-Driven Advertising

By Diaz Nesamoney Throughout its 20-year history, the IAB has been working with brands, agencies, publishers, and ad tech vendors to continue to innovate ad standards. Together, they have introduced new ad formats and standards that have allowed marketers and their agencies to continue to work to engage consumers. The […]

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May 10, 2017

Announcing the OTT Technical Working Group

By Amit Shetty As my IAB counterpart Eric John blogged about a few weeks ago, the Over-The-Top (OTT) video streaming revolution is already taking place. With it comes a number of business and technical opportunities as well as challenges for the advertising industry. While OTT brings the possibility of building […]

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April 19, 2017

Announcing the OTT Technical Working Group

By Amit Shetty As my IAB counterpart Eric John blogged about a few weeks ago, the Over-The-Top (OTT) video streaming revolution is already taking place. With it comes a number of business and technical opportunities as well as challenges for the advertising industry. While OTT brings the possibility of building […]

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April 14, 2017

OpenRTB Native 1.2 Adds Dynamic Creative/Third Party Ad Serving Support

By Curt Larson I’m happy to announce that the OpenRTB Native Subgroup has released version 1.2 of the OpenRTB Native Ads API Specification for a 30-day public review period ending May 17, 2017. Major enhancements include support for third party ad serving, privacy flags, and new event tracking options. The […]

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April 13, 2017

Ad Quality Issues Threaten Industry ROI, Not Just Publishers’

By Scott Moore Next time you’re waiting for a page to load on your favorite website, don’t curse the publisher. Blame the advertising industry. The content you’re waiting for is likely being held up by the ads that surround it. When banner ads are too large, or burdened with other […]

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March 6, 2017

IAB Tech Lab Expanding in Japan

By Alanna Gombert We are excited about the IAB Tech Lab’s expansion in Japan. Japan is such an important market because of their focus on technology innovation, brand, and user experience as well as their content dominance and focus on story telling. We are thrilled to be working and sharing […]

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January 31, 2017

Why A New Content Taxonomy?

By Alanna Gombert For a taxonomy to be useful to companies in the market, it must be standardized and industry-neutral so that any party can build on top of it if they want to get more granular or reference the IDs in order to map it to a different taxonomy. […]

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January 6, 2017

IAB Tech Lab to Assume Governance of Mobile Verification Open-Source SDK Initiative Initiated by IAS, Marking First Acquisition for Tech Lab Tool Repository

By Alanna Gombert The IAB Tech Lab is assuming governance of a new technical tool for mobile in-app viewability measurement – the Mobile Verification Open-Source Software Development Kit (SDK) – originally conceived by Integral Ad Science (IAS). This marks the first acquisition for the IAB Tech Lab Tool Repository, which […]

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December 22, 2016

Brand-Building in the Age of Programmatic Creative

By Ben Kartzman, CEO, Spongecell ● As someone who has been in the trenches of programmatic creative since the beginning, it is exciting to see how the industry has been pulling together to develop best practices that will make advertising more efficient, effective and engaging. As one of the authors […]

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December 21, 2016

Methbot, The Fight, The Future

By Alanna Gombert ● Yesterday IAB Tech Lab co-hosted a security briefing with the Trustworthy Accountability Group (TAG) after we were made aware of a new and potentially very significant fraud threat to the digital advertising supply chain. White Ops contacted us to discuss a hack which they dubbed “Methbot”, due […]

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December 6, 2016

Progress Update from IAB Tech Lab’s OpenData 1.0

By Jennifer Derke Since the launch of the OpenData Task Force at IAB Tech Lab earlier this year, we’ve gathered input for the technical needs of digital marketers for data management beyond the initial scope of the task force. Our primary mandate has been to make the process of merging […]

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December 2, 2016

OpenRTB Native subgroup resumes work to update specification

By Jennifer Derke   OpenRTB Native Sub-Group Begins Work on Version 1.2 of the Dynamic Native Ads API Specification After a brief hiatus, the OpenRTB Native sub-group has resumed biweekly meetings in order to work on the next iteration of the Dynamic Native Ads API specification. This spec describes the […]

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November 18, 2016

OpenVV Releases v2.5.5 with Intersection Observer Technology

    By James Reetzke At the Open Video Viewability project, we’re continually investigating new methods and APIs to make the library more robust and compatible in a variety of contexts. As browser vendors continue to move away from plugin based solutions for multimedia functionality that advertising technology has traditionally […]

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November 14, 2016

IAB Tech Lab Releases OpenRTB 2.5 with Feature Updates for Current Programmatic Technology

By Jennifer Derke Since its inception, the OpenRTB (real time bidding) standard has drawn in participation from a developer community invested in advancing programmatic technologies across the digital advertising industry. OpenRTB 2.5 has been released for a 30-day open review period from November 16 until December 16, 2016. Bill Simmons, […]

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September 6, 2016

How To Document.write a Better User Experience

    By Kenji Baheux Composability is one of the great powers of the web: imagine how hard it would be to build and run a website if it were not for the ability to easily integrate with services built by third parties! However, one of the downsides of composability, […]

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August 30, 2016

Evolution of Podcast Metrics

    By Rockie Thomas Like many new digital media formats, Podcasting is the marriage of old and new. It combines the strengths of traditional radio’s episodic spoken word, great creative narrative and effective advertising formats, with the strengths of digital media’s diverse distribution and consumption choices that can literally […]

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August 24, 2016

Launching the IAB Tech Lab OpenData Task Force

By Jennifer Derke The IAB has outlined a number of business problems around data management for marketers. Digital marketers and buy side platforms are experiencing inefficiencies in data flow for analytics, challenges with nomenclature in ETL (Extract, Transform, Load), and seeing friction in data merging processes. As partners to the IAB’s […]

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August 22, 2016

OpenDirect Delivers Simplicity Through Powerful Industry Standards

    By Vasil Remeniuk The traditional Insertion Order (IO) process has been exceedingly tedious, resulting in inordinate amounts of wasted time, back and forth, as well as efficiency issues with dropped orders and a lack of transparency. This has given way to Automated Guaranteed, which seeks to apply automation […]

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July 26, 2016

Taxonomy: The Most Important Industry Initiative You’ve Probably Never Heard Of

By Melissa Gallo   Taxonomy is not a word that draws mass excitement. When I was first assigned the task of working to update the current IAB taxonomy, I was sent immediately back to high school chemistry class – not my strongest nor most enjoyed subject. So one might ask, […]

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July 21, 2016

Taxonomy: The Most Important Industry Initiative You’ve Probably Never Heard Of

By Melissa Gallo Taxonomy is not a word that draws mass excitement. When I was first assigned the task of working to update the current IAB taxonomy, I was sent immediately back to high school chemistry class – not my strongest nor most enjoyed subject. So one might ask, if […]

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June 10, 2016

Ad Reinsertion: For Better or Worse?

      By Joe Barone “Ad reinsertion” happens when publishers use technology to serve ads to browsers that have an active ad blocking plug-in. It’s a new solution some publishers are considering to ensure delivery of ads to their sites’ visitors. GroupM is concerned by this opaque means of […]

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April 29, 2016

How LEAN Can You Get? A Scale and a Score Will Tell You

By Brendan Riordan-Butterworth Framing Six months ago, the IAB Tech Lab released the LEAN Principles.  These were a product of research and discussion with thought leaders who championed a clear path to better user experience in advertising-supported digital media – a must in a world where too many consumers were […]

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How LEAN Can You Get? A Scale and a Score Will Tell You

By Brendan Riordan-Butterworth Framing Six months ago, the IAB Tech Lab released the LEAN Principles.  These were a product of research and discussion with thought leaders who championed a clear path to better user experience in advertising-supported digital media – a must in a world where too many consumers were […]

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April 11, 2016

Spring Forward to HTML5

By Shailley Singh Last year, I wrote about the Age of HTML5 Ads where I outlined IAB Tech Lab’s initiatives to support the industry transition to HTML5 creative. Since then more announcements from ad networks and ad tech companies have made it necessary for us to move even quicker to […]

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April 5, 2016

Adopting Encryption: The Need for HTTPS

By Brendan Riordan-Butterworth It’s time to talk about security. In fact, last year was the time to talk about security. From The New York Times to Google, the call went out for websites to encrypt communications with their users, protecting the integrity and privacy of information exchanged in both directions. […]

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Adopting Encryption: The Need for HTTPS

By Brendan Riordan-Butterworth It’s time to talk about security. In fact, last year was the time to talk about security. From The New York Times to Google, the call went out for websites to encrypt communications with their users, protecting the integrity and privacy of information exchanged in both directions. […]

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March 22, 2016

The IAB Tech Lab Releases Updates To Three Programmatic Protocols

By Melissa Gallo The IAB Tech Lab is thrilled to announce updates to three industry shaping programmatic protocols. Programmatic has been the buzz word in the advertising industry and U.S. programmatic digital display ad spending alone is expected to reach $20 billion this year, according to eMarketer. The development of […]

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The IAB Tech Lab Releases Updates To Three Programmatic Protocols

By Melissa Gallo The IAB Tech Lab is thrilled to announce updates to three industry shaping programmatic protocols. Programmatic has been the buzz word in the advertising industry and U.S. programmatic digital display ad spending alone is expected to reach $20 billion this year, according to eMarketer. The development of […]

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January 21, 2016

VAST 4.0 Arrives, Championing the Technology Behind the Growth of Digital Video Advertising

By Amit Shetty Over the last few years, digital video has been in hyper growth mode, with a projected 80% of all internet traffic expected to be video by 2018. This is because of improvements in video technology, wider viewing device options, and an increase in content made available online […]

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January 12, 2016

IAB Tech Lab Releases Two Major Updates to OpenRTB

By Melissa Gallo Ensuring that technical standards keep up with the shifting programmatic buying landscape, the IAB Tech Lab is releasing two important updates for public comment: the OpenRTB 2.4 protocol and the OpenRTB Dynamic Native Ads 1.1 extension. The 2.4 version of OpenRTB offers a myriad of improvements including […]

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IAB Tech Lab Releases Two Major Updates to OpenRTB

By Melissa Gallo Ensuring that technical standards keep up with the shifting programmatic buying landscape, the IAB Tech Lab is releasing two important updates for public comment: the OpenRTB 2.4 protocol and the OpenRTB Dynamic Native Ads 1.1 extension. The 2.4 version of OpenRTB offers a myriad of improvements including […]

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VAST 4.0 Arrives, Championing the Technology Behind the Growth of Digital Video Advertising

By Amit Shetty Over the last few years, digital video has been in hyper growth mode, with a projected 80% of all internet traffic expected to be video by 2018. This is because of improvements in video technology, wider viewing device options, and an increase in content made available online […]

Read More

December 18, 2015

OpenDirect 1.5 Released for Public Comment

By Melissa Gallo Today the IAB Tech Lab is pleased to announce the release of OpenDirect 1.5 for public comment. OpenDirect 1.5 marks the first update to the 1.0 version which was released earlier this year. This revision offers a multitude of improvements to the open API for automated guaranteed […]

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OpenDirect 1.5 Released for Public Comment

By Melissa Gallo Today the IAB Tech Lab is pleased to announce the release of OpenDirect 1.5 for public comment. OpenDirect 1.5 marks the first update to the 1.0 version which was released earlier this year. This revision offers a multitude of improvements to the open API for automated guaranteed […]

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December 15, 2015

Mobile & User Experience: Driving Digital Media Trends in 2016

By Shailley Singh 2015 saw many new developments in digital media consumption and advertising industry that will set the stage for trends in 2016. Two areas that will drive these trends are Mobile and User Experience. Mobile is where users spend most of their time compared to any other screen […]

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December 11, 2015

OpenRTB Responds to Industry Security Threat

By Melissa Gallo Today’s world of technology has lead to amazing advancements in how brands are able to reach consumers through digital advertising. While publishers now have access to expanded sources of revenue and brands are able to use data to target users more precisely, criminal threats exist and the […]

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OpenRTB Responds to Industry Security Threat

By Melissa Gallo Today’s world of technology has lead to amazing advancements in how brands are able to reach consumers through digital advertising. While publishers now have access to expanded sources of revenue and brands are able to use data to target users more precisely, criminal threats exist and the […]

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October 15, 2015

Getting LEAN with Digital Ad UX

By Scott Cunningham We messed up. As technologists, tasked with delivering content and services to users, we lost track of the user experience. Twenty years ago we saw an explosion of websites, built by developers around the world, providing all forms of content. This was the beginning of an age […]

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Getting LEAN with Digital Ad UX

By Scott Cunningham We messed up. As technologists, tasked with delivering content and services to users, we lost track of the user experience. Twenty years ago we saw an explosion of websites, built by developers around the world, providing all forms of content. This was the beginning of an age […]

Read More

August 27, 2015

The Age of HTML5 Ads

By Shailley Singh As September approaches, Ad Tech world has one more thing to look forward to besides fall colors—HTML5. Just as the daylight hours shorten and veins that carry fluids to the leaves are blocked off, browsers are turning on power saver plugins that will further diminish the audience […]

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The Age of HTML5 Ads

By Shailley Singh As September approaches, Ad Tech world has one more thing to look forward to besides fall colors—HTML5. Just as the daylight hours shorten and veins that carry fluids to the leaves are blocked off, browsers are turning on power saver plugins that will further diminish the audience […]

Read More

June 3, 2015

Programmatic Upgrade: Why OpenRTB 2.3 is More than Just Native

By Melissa Gallo Programmatic is the way business is done today. 2014 was a momentous year for programmatic advertising with a large amount of advertisers shifting their budgets into programmatic, as well as continued growth in mobile and video automation. According to eMarketer, automated advertising is expect to reach $20.41 […]

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Programmatic Upgrade: Why OpenRTB 2.3 is More than Just Native

By Melissa Gallo Programmatic is the way business is done today. 2014 was a momentous year for programmatic advertising with a large amount of advertisers shifting their budgets into programmatic, as well as continued growth in mobile and video automation. According to eMarketer, automated advertising is expect to reach $20.41 […]

Read More