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IAB Tech Lab

TechBytes with Amit Shetty, Sr. Director, Product at IAB Tech Lab

Please tell us about your current role and the team/ technology you handle at IAB. I lead the programmatic, anti-fraud, and brand safety initiatives at IAB Tech Lab. What is ads.txt and app adds.txt solution that you recently announced? Could you elaborate on how these work in the CTV / OTT ecosystem? ads.txt (and app-ads.txt) is a transparency mechanism that enables publishers to state the “authorized digital sellers” of their inventory. The recent update IAB Tech Lab released is to better support the additional…

Mintegral Remains Compliant with IAB Tech Lab Open Measurement SDK Requirements

Mintegral announced that it has continued to meet the requirements set forth by the Interactive Advertising Bureau (IAB) Tech Lab Open Measurement SDK certification. The recertification will provide Mintegral partners continued transparency, third-party viewability and verification of ad traffic. The Open Measurement SDK (OM SDK) is a standard launched by the IAB Tech Lab in early 2018, with the purpose to facilitate the measurement of mobile in-app ads by third-party viewability and verification vendors. Compliance with…

ads.txt and app-ads.txt Now Available for Connected TV and Over-the-Top Inventory

IAB Tech Lab has released the authorized digital sellers list (ads.txt) specification and its mobile app counterpart (app-ads.txt) to address transparency and anti-fraud for Connected TV (CTV) and Over-the-Top (OTT) inventory, for a 30-day public comment period, which begins today and lasts until January 14, 2021. Through these enhancements, the IAB Tech Lab Programmatic Supply Chain Working Group intends to support CTV/OTT apps in which multiple entities may have ownership rights over ad slots, commonly referred to as…

IAB Tech Lab Releases Content Taxonomy 2.2

IAB Tech Lab released Content Taxonomy 2.2, a common language to help third-party verification vendors and publishers identify content so that the advertisers can make decisions about whether it's appropriate for their ads. Tech Lab worked closely with the Global Alliance for Responsible Media (GARM) to create the update, with the shared goal of creating a safer digital environment. Marketing Technology News: JetSense.ai Launches Textchat, the Only E-commerce Sales Tool The Content Taxonomy enables buyers to use a…

Eyeota Earns IAB Tech Lab Compliance Certification for Data Transparency

Eyeota, the leading audience technology platform enabling the intelligent use of data, announced it achieved certification from the IAB Tech Lab for its Data Transparency Standard Compliance Program. Eyeota is one of the first companies globally to be awarded the data transparency compliance seal. In 2019, IAB Tech Lab launched its Data Transparency Label initiative to bring baseline standards to the industry to help marketers better understand what is inside data segments. To earn the certification, data companies are…

IAB Tech Lab Releases SafeFrame 2.0 Secure Ad Container for Public Comment

API Specification Will Simplify Implementation and Support Latest Advances in Technology and Ad Formats for Easy, Secure, Scalable Adoption In Public Comment until September 28 IAB Tech Lab released SafeFrame 2.0 for public comment for a 60-day period until September 28. SafeFrame is an API specification for communication between a web page and an ad that is enclosed within an iframe on the page, enabling safe ad interactions (e.g., ad expansion) without direct access to the publisher’s page data. SafeFrame 2.0 is a…

Leading Contextual Advertising Company Media.net Joins IAB Tech Lab’s Board of Directors

Media.net will support the group’s contextual guidance and technology efforts, while providing global leadership and expertise Media.net, a leading contextual advertising company, today announced that it has joined IAB Tech Lab’s Board of Directors, with Karan Dalal, SVP Business Operations at Media.net, appointed to the board. As a board member, Media.net will play a key role in guiding Tech Lab’s work in support of contextual advertising and cookie-less identity standards, transparency and brand safety, among other…

IAB Tech Lab Increases Investment and Presence in Europe

Vonwerschpartner Digital Strategies Retained to Support Technical Standards in the Region and Engage Local Members IAB Tech Lab (Tech Lab), the digital media and marketing industry's global nonprofit research, development, and technical standards-setting consortium, announced that vonwerschpartner Digital Strategies (vonwerschpartner) has been hired to represent the organization in Europe. The Founder and CEO of vonwerschpartner, Oliver von Wersch, will oversee key aspects of Tech Lab operations in the EU and UK. The…

IAB Tech Lab Releases for Comment Common Ad Transport Standard (CATS) for Direct Buying and Selling of Digital Media

CATS Specification Complements OpenRTB, Standardizing Ad Requests for Direct Media Transactions In Public Comment until April 24 IAB Tech Lab released CATS (Common Ad Transport Standard) for public comment for a 30-day period until April 24. Designed to complement OpenRTB (Real-Time Bidding), CATS is a new standard to execute ad requests in non-biddable ad transactions, and aims to: Standardize server-to-server communications Solve for limitations in payload size in HTTP GET macro-based implementations, which…

IAB and IAB Tech Lab Create Vital New Role: Angelina Eng Joins as First-Ever VP of Measurement and Attribution

Experienced Agency Executive to Oversee Global Standards and Best Practices for Digital Marketing IAB and its sister organization IAB Tech Lab (Tech Lab), the digital media and marketing industry’s global nonprofit research, development, and standard-setting consortium, announced the appointment of advertising industry veteran Angelina Eng as Vice President of Measurement and Attribution. Eng, who has held senior positions at Morgan Stanley, Merkle, and Dentsu Aegis, is one of the first leaders at any major media and…

Beyond the Data Label: The Next Phase of Data Assessment

Data-driven Marketing is based on the idea that data provides marketers with a much clearer understanding of their consumer segments and thus, more efficient advertising when reaching these segments. While this remains the central concept, difficulties abound, including the fact that data sellers aren’t always aligned with marketer goals, and marketers aren’t always sure about what they’re buying. This past summer, the IAB Tech Lab launched a much-needed transparency initiative in the form of its Data Transparency…

Veritone Expands Content Classification Capabilities to Power Contextual Advertising at Scale for Podcasts

Veritone aiWARE Now Produces IAB Tech Lab Content Taxonomy-Compliant Metadata Output Veritone Inc., the creator of the world’s first operating system for artificial intelligence, aiWARE, announced the expansion of its content classification capabilities to support IAB Tech Lab Content Taxonomy-compliant metadata output via aiWARE APIs. The new offering will enable podcast distribution platforms to programmatically transcribe and tag audio streams with topical, descriptive, and time-correlated keyword metadata prior to…

Thinking Back and Looking Ahead at the Programmatic Ecosystem – Brand Safety is No Longer a Pipe Dream

Back in 2017, the programmatic marketplace was tainted by multiple controversies—all surrounding concerns around brand safety and the legitimacy of content where ads were being placed. Most notably, brands began pulling ads from YouTube due to instances where advertisements were being programmatically placed alongside various forms of controversial content (from extremist propaganda to hate videos and more). Google was quick to respond with more than just an apology—mapping out a plan for how they would continue to…

Centro Enforces App-Ads.txt to Automatically Target App Ads from Authorized and Validated Sellers

Centro’s Basis Prevents Buying from Fraudulent and Questionable Ad Sellers Representing Mobile Applications Centro, a global provider of advertising technology, announced the enforcement of app-ads.txt in Centro’s programmatic ad platform, Basis. Basis now automatically targets app ads from authorized and validated sellers. This prevents advertisers from buying ads from fraudulent and questionable sellers representing mobile applications. The IAB Tech Lab created the app-ads.txt standard for publishers to list and authorize…

How Sellers.json and OpenRTB Supply Chain Object Reinforces DSPs/Buy Side Confidence in Programmatic Advertising

What is Sellers.json and OpenRTB Supply Chain Object? IAB Tech Lab has come up with a new initiative to combat ad fraud in the digital supply chain. This new initiative comes as a package of two tools - Sellers.json and OpenRTB Supply Chain Object. The ads.txt initiative, which has seen rapid adoption in the last one year has helped to identify all direct sellers, a publisher has authorized to sell its inventory, however, it lacks transparency when multiple sellers – SSPs/Exchanges/Resellers are involved in selling the same…

MGID Adds Sellers.json and Support for OpenRTB SupplyChain Object to Drive Increased Trust and Transparency

MGID becomes one of the first platforms to adopt the new IAB Tech Lab solutions to provide greater confidence in its offering MGID, the global pioneer in native advertising, has announced it is starting work to become one of the first ad tech companies to start posting the sellers.json file on its supply platform domains, and will support the OpenRTB SupplyChain object, to give buyers a better understanding of the inventory they are bidding on. Released by the IAB Tech Lab in April 2019 for public comment, sellers.json…

SpotX Integrates IAB Tech Lab’s Open Measurement SDK

SpotX Clients Can Now Easily Access Third-Party Viewability and Verification for In-App Mobile Ads SpotX, the leading global video advertising and monetization platform, announced the certification for and support of the IAB Tech Lab's Open Measurement Software Development Kit (OM SDK). The new integration helps facilitate third-party viewability and verification measurement for ads served to mobile app environments without using multiple measurement provider SDKs. As content consumption on mobile continues to increase…

Why Sellers.json is a Major Leap Forward in Transparent Programmatic Advertising

On April 11, IAB Tech Lab released both sellers.json and the OpenRTB SupplyChain object for initial public comment about Programmatic Advertising. Once these are finalized and live - likely some time in June - they will be a major step forward in the programmatic industry. Alongside the recent live release of app-ads.txt, IAB Tech Lab is making a significant push to dramatically increase transparency and oversight throughout the mobile in-app ecosystem. How Sellers.json and the OpenRTB SupplyChain Object Work Together for…

Media.net 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 Media.net, 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 Media.net Marketplace,” said…

IAB Europe Launches Public Comment for its GDPR Transparency & Consent Framework Version 2.0

New Technical Specifications from IAB Tech Lab Released Alongside New Policies IAB Europe, the leading European-level industry association for the digital advertising ecosystem, in partnership with IAB Tech Lab, announced it is making the Policies and Technical Specifications for v2.0 of the Transparency & Consent Framework (TCF v2.0) available for public comment.  The public comment period will last 30 days, until 25th May 2019. The first iteration of the TCF was launched exactly one year ago, on 25th April 2018,…