B2B Commerce

IAB Tech Lab Introduces Header Bidding Technology Standard

According to the new global standard, a Unified Technical Foundation will be formed to drive expansion and innovation in Dynamic Header Bidding Arena

The IAB Technology Laboratory announced the creation of “Standard Header Container Integration with an Ad Server,” a standard for header bidding establishing the foundational requirements to support the adoption of header bidding technology and put it across for public comment. The document produced by IAB Tech Lab inculcates insights about the best practices that help standardize the way header tags and containers interact with ad servers. It also lays the fundamentals for the more the application of more advanced technologies as the industry moves forward, powered by futuristic innovations in header bidding.

IAB Tech Lab has released this first-of-its-kind standard in the header bidding landscape to address the requirements for integrating the yield management strategy with specifications related to line-item setup, employing header tag technology with an ad server, and reporting and discrepancy. Moreover, the standard is globally accessible providing technical guidance that will prove helpful for the implementation of header bidding on a global scale.

Alanna Gombert

Alanna Gombert
MD/GM IAB Tech Lab

Alanna Gombert, Senior Vice President, Technology and Ad Operations, IAB, and General Manager, IAB Tech Lab, said, “Header bidding is a rapidly developing area in adtech, creating an immediate need for standardized technology practices. 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.”

Its founding member companies include AppNexus, Google, GroupM, Hearst Magazines Digital Media, LinkedIn, PubMatic, Sonobi, Tremor Video, Yahoo, and Yahoo! JAPAN. An independent, international, non-profit research and development consortium, IAB Technology Laboratory is responsible for producing and helping companies implement global technical standards. It comprises of digital publishers and ad technology firms, apart from marketers, agencies, and other companies with interests in the interactive marketing arena. IAB Tech Lab aims at reducing friction around digital advertising and marketing supply chain while contributing to the safe and secure growth of the industry.

Also Read: The Role of Video Header Bidding in AdTech Firms

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