IAB Tech Lab Highlights Issues With Universal Ad ID Handling in Ad Systems
· 1h ago · Originally reported by PPC Land
The IAB Tech Lab has identified eight ways in which ad servers, DSPs, SSPs, and agencies may limit or overwrite Universal Ad IDs. The organization is urging these parties to audit how creative IDs are managed and shared throughout the ad delivery process.
Why it matters
Universal Ad IDs are crucial for tracking and measuring ads across platforms. Inconsistent handling can disrupt campaign measurement, attribution, and transparency, impacting advertisers and publishers alike.
Explain it like I’m new here
It's like putting a name tag on your suitcase, but airport workers keep removing or changing it, making it hard to find your bag later.
Terms in this story
IAB (Interactive Advertising Bureau)
The IAB (Interactive Advertising Bureau) is the US-based trade association for the digital advertising and media industry, founded in 1996, which publishes research, guidelines and policy positions.
IAB Tech Lab
IAB Tech Lab is the non-profit standards body for digital advertising technology, founded in 2014, which develops specifications such as OpenRTB, VAST, ads.txt, sellers.json and the Open Measurement SDK.
Ad server
An ad server is the software that stores ads, decides which ad to show in each slot based on rules and priorities, delivers it, and counts impressions and clicks.
DSP (demand-side platform)
A DSP (demand-side platform) is software that advertisers and agencies use to buy ad impressions automatically across many exchanges and publishers, deciding which impressions to bid on and how much.
Go deeper
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