IAB Technology Laboratory, Inc.

IAB Tech Lab is a non-profit consortium established in 2014, dedicated to developing foundational technology and standards for the global digital media ecosystem. Its core mission is to establish open technical standards across the ad-supported digital economy, fostering growth and trust, and enabling businesses and individuals to benefit from the internet's societal and economic advantages. The organization is headquartered in New York, New York, USA.

The organization focuses on creating solutions across several key areas, including brand safety, ad fraud, identity, data, consumer privacy, agentic advertising, ad experiences, measurement, and programmatic effectiveness. Key initiatives and standards developed by IAB Tech Lab include OpenRTB for real-time bidding, the Open Measurement SDK, the Global Privacy Protocol (GPP), the Ad Creative ID Framework (ACIF), and anti-fraud specifications like ads.txt/ads.cert. It also provides software, tools, and compliance programs to facilitate the adoption and implementation of these standards.

Anthony Katsur serves as the Chief Executive Officer, leading the organization's efforts to drive innovation and establish open protocols in the digital media economy. Neal Richter, from Amazon Advertising, chairs the Board of Directors. Recent activities include launching the "Ad Format Hero" initiative for Connected TV (CTV) ad formats, releasing "ID-Less Solutions Guidance," and developing Data Clean Room Standards. The IAB Tech Lab also recently updated OpenRTB to better define live content and announced the CoMP Framework to address commercial agreements for Large Language Models (LLMs) with publishers, reinforcing its role as a global technical standards-setting body for digital advertising.