Donates Code To IAB Tech Lab To Promote Open Transparent Marketplaces

 Code Donation Made at IAB Tech Lab Innovation Day: Transparency and a Secure Supply Chain, a contextual advertising company emerging as a leader in programmatic, made a donation of code to the IAB Tech Lab to further the IAB Tech Lab’s efforts to promote transparency and security in tech supply chains.  The donation was announced at the May 6th IAB Tech Lab Innovation Day: Transparency and a Secure Programmatic Supply Chain.

“Safety and Transparency are two core principles of the Marketplace,” said Vaibhav Arya, CEO.  “The IAB Tech Lab has been working hard to help the industry solve both challenges.  The release of OpenRTB 3.0 protocol was a step in the right direction.  We strongly believe that adoption of this protocol, along with the subsequent rollout of ads.cert will help the industry make collective progress towards safer and more transparent supply chain.  We are donating the code for our OpenRTB convertor and ads.cert verification tool in order to accelerate adoption of these important initiatives and support the IAB Tech Lab in pushing the entire industry forward.”

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Developed by’s team of more than 600 engineers, the code includes key features:

  • Transformation from OpenRTB 2.x protocol to 3.0 and vice versa; solves for lack of backward compatibility between the two versions of the protocol
  • More than 400 objects mapped between OpenRTB 2.x protocol to 3.0, ensuring partners can take advantage of the 3.0 protocol benefits
  • Solves for ads.cert Digital Signature Verification, in-memory caching for minimizing latency and sampling capabilities to reduce costs
  • Extendable code to support various business uses and reporting requirements

Sam Tingleff, Chief Technology Officer of the IAB Tech Lab, said, “Open source code and tool contributions from our members very tangibly help advance industry adoption of critical new technical standards.  We look forward to continued collaboration with and others to further the deployment of OpenRTB 3.0 and support its objectives around anti-fraud, transparency, and security.”

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