This page shows the status of the current IAB Tech Lab Initiatives that are on our 2025 Roadmap, as announced here. To participate in developing these initiatives to grow the industry you can join the listed Working Group for the initiative that interests you. To join a Working Group you must be an IAB Tech Lab Member.
Roadmap Status Last Updated: January 29, 2025
| Initiative | Pillar | Working Group Responsible | Description | Estimated Delivery | Status |
|---|---|---|---|---|---|
| Conversion API (CAPI) | Measurement | CAPI Workstream | Tech Lab will release technical standards supporting a standard Conversion API for the entire industry and provide technical guidance on how to deploy CAPI, reducing implementation friction for all publishers, brands, and ad tech companies. | Q3 2025 | Planned |
| Ad Format Hero | Advanced TV | Advanced TV Working Group and Programmatic Supply Chain Working Group | As CTV continues its torrent growth, the industry is testing a range of new ad experiences in CTV environments, including picture-in-picture ads, pause screen ads, shoppable ads, “QR-code ads,” and more. Standardization will be essential for efficiency and scalability in delivering these experiences. The “Ad Format Hero” initiative was launched to support this effort, as the Tech Lab will standardize the most used and effective ad format specifications, enabling growth in programmatic trading of CTV advertising. | Q2 2025 | In Progress |
| Privacy Lab | Addressability and Privacy Enhancing Technologies | Addressability and Privacy Enhancing Technologies (PETs) Working Group | Tech Lab is launching a Privacy Lab to educate the industry on Privacy Enhancing Technologies (PETs) applications in digital advertising and to experiment with what technologies work most effectively for each stakeholder’s business. By providing this test-bed, Tech Lab can reduce the costly implementation time for many companies to evaluate these new technologies. Test various PETs in the Tech Lab Privacy Lab, tune them to your optimal settings, and redeploy them in your environment, saving time and money. | Q2 2025 | Planned |
| Device Attestation in OM SDK | Measurement | Open Measurement Working Group | Using Privacy Pass, a cryptographic protocol, to power a new signal attesting that the device an ad is being served on is what it says it is. The Open Measurement SDK is already an industry standard for CTV measurement; integrating device attestation into the OM SDK will stop fraud in its tracks, as encrypted device attestation creates a difficult hurdle for fraudsters to overcome, further protecting CTV ad budgets against fraud. | Q3 2025 | Planned |
| Curated Audiences | Addressability & Privacy Enhancing Technologies | Curation Workstream Sub Group | Tech Lab will develop a standard framework and guidance on combining four of our existing standards to build a scalable curation framework: Curated Audiences (formerly Seller-Defined Audiences), Tech Lab Taxonomies (content and audience), the Data Transparency Standard (and certification program), and the Supply Chain Object. This will enable anyone to build, buy, and sell curated media in an open, standardized way. | Q2 2025 | Actively Recruiting |
| Single Privacy API | Privacy | Global Privacy Working Group | With 14 enforceable US state privacy laws to open 2025 and six more on the way throughout the year, coupled with several other global privacy regulations, the Global Privacy Platform (GPP) provides the most efficient mechanism to manage the signaling and distribution of user privacy permissions across multiple global jurisdictions. Tech Lab will provide guidance for migrating the Transparency and Consent Framework (TCF) API to the GPP API to transition the industry to one standard API supporting cross-regional privacy compliance. The TCF isn’t going anywhere; we’re merely consolidating the API for consent signaling across markets. | Q2 2025 | In Progress |
| Live Event Ad Serving | Supply Chain & Foundations | Live Event Sub Group | IAB Tech Lab is focused on developing the signaling in Open RTB and guidance for programmatic advertising to support live event streaming environments. Combined with CTV-specific attributes being developed for programmatic, these will become the foundations for scalable, efficient, and reliable buying and selling of live-streamed events. | Q2 2025 | In Progress |
| Content Ingest API | Supply Chain & Foundations | AI Workstream | IAB Tech Lab is researching a new set of open-source APIs by which LLMs would only gain access to publisher content under strict publisher controls in formats designed for easy LLM and other AI model consumption coupled with an advertising API, giving publishers greater control of AI crawlers, protecting their intellectual property and copyright and creating publisher owned advertising opportunities within AI environments. | TBD | Tech Lab is seeking publishers to work with on this initiative. |