IAB Tech Lab
Standards body behind OpenRTB, VAST, ads.txt and sellers.json.
New York, USA · founded 2014 · iabtechlab.com
What IAB Tech Lab does
The IAB Tech Lab writes the technical standards that make programmatic advertising work: OpenRTB for auctions, VAST for video ads, ads.txt and sellers.json for supply transparency, and the Open Measurement SDK.
It is funded by member companies and works globally.
How it makes money
Membership dues and compliance programmes.
Where it meets invalid traffic
Its transparency standards (ads.txt, sellers.json, SupplyChain object, ads.cert) are key tools against domain spoofing and unauthorised reselling.
Products
- OpenRTB
- VAST
- ads.txt
- sellers.json
- Open Measurement SDK
- ads.cert
Latest IAB Tech Lab news
Search allIAB Tech Lab Finalizes Version 2.3 of Podcast Counting Rules Including Video
The IAB Tech Lab has finalized version 2.3 of its podcast measurement guidelines, now covering video podcasts. No changes were made after the public comment period, and the current rules will remain in effect until version 3.0 is open for…
OpenRTB Protocol Sets Standards for Real-Time Ad Impression Trading
OpenRTB is a technical protocol developed by the IAB Tech Lab that defines how ad exchanges and bidders communicate to buy and sell ad impressions in real time. The protocol specifies the structure and rules for these rapid transactions…
IAB Tech Lab Finalizes Podcast Measurement Guidelines v2.3, Eyes Video Podcast Metrics
The IAB Tech Lab has finalized version 2.3 of its Podcast Technical Measurement Guidelines, setting updated standards for how podcast downloads are measured. Work is already underway on version 3, which will address measurement for video…
Why we’re bringing Agentic Advertising into Media Planning with OpenProposal
Learn about the value of OpenProposal extending agentic advertising into the RFP workflow, and creating a win for all stakeholders The post Why we’re bringing Agentic Advertising into Media Planning with OpenProposal appeared first on IAB…
Does the industry need Agentic Advertising?
IAB Tech Lab's new head of Agentic Technologies, Matthew Jacobs, explains how the industry can benefit from agentic advertising The post Does the industry need Agentic Advertising? appeared first on IAB Tech Lab .
Pixalate Launches OpenEPG DB™ 1.0 & Pre-Bid API for CTV Programmatic Advertising
Pre‑Bid API Enriches Open Programmatic CTV Bid Requests With a Standard Content Object in Real Time Across 6,192 U.S. Apps on Roku, Samsung Tizen, Amazon Fire TV, LG webOS, Vizio SmartCast, Apple tvOS, Android TV, Android and iOS…