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New Global Standard Will Institute a Unified Technical Foundation to Allow for
Expansion and Innovation in the Dynamic Header Bidding Arena

NEW YORK, NY (June 15, 2017) – The IAB Technology Laboratory today released for public comment “Standard Header Container Integration with an Ad Server,” a standard for header bidding that establishes the foundational requirements needed to support the adoption of header bidding technology. The document provides insights into best practices that help standardize how header tags and containers interact with ad servers—laying the groundwork for the application of more advanced technologies as innovation spurs the industry forward in the header bidding field.

This standard marks the first-of-its-kind for the IAB Tech Lab in the header bidding landscape, and addresses the steps needed to integrate a yield management strategy with specifications related to line-item setup, employing header tag technology with an ad server, and reporting and discrepancy. Furthermore, the standard’s accessibility extends globally, and provides technical guidance that will prove helpful for the implementation of header bidding on a global scale.

“Header bidding is a rapidly developing area in ad tech, creating an immediate need for standardized technology practices,” said Alanna Gombert, Senior Vice President, Technology and Ad Operations, IAB, and General Manager, IAB Tech Lab. “This global standard is designed to put a concrete framework in place—allowing the industry to benefit from a consistent header bidding protocol that reaches across borders.”

The document was written by the IAB Tech Lab Header Tag Working Group under the direction of the IAB Tech Lab Board of Directors, and is available for review by the public until July 28, 2017.

To view the document, go to, and to submit feedback, please email

About IAB Technology Laboratory
The IAB Technology Laboratory is an independent, international, nonprofit research and development consortium charged with producing and helping companies implement global industry technical standards. Comprised of digital publishers and ad technology firms, as well as marketers, agencies, and other companies with interests in the interactive marketing arena, the IAB Tech Lab’s goal is to reduce friction associated with the digital advertising and marketing supply chain, while contributing to the safe and secure growth of the industry. The organization’s founding member companies include AppNexus, Google, GroupM, Hearst Magazines Digital Media, LinkedIn, PubMatic, Sonobi, Tremor Video, Yahoo, and Yahoo! JAPAN. Established in 2014, the IAB Tech Lab is headquartered in New York City with an office in San Francisco.

IAB Media Contact

Laura Goldberg