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.

Latest updates

IAB Updates OpenRTB to Standardize Live Event Ad Transactions

Event summary

  • IAB Tech Lab is updating the OpenRTB protocol to include standardized attributes for live content, distinguishing between livestream, real-time, and first broadcast inventory.
  • The updates also introduce new substitution macros to improve price transparency and communication of discounts between supply and demand platforms.
  • The public comment period for these changes is open until May 28, 2026.
  • The work was developed through the Programmatic Supply Chain Commit Group.
  • The changes are driven by the increasing programmatic adoption of live events, requiring buyers to condense budgets and sellers to optimize pricing.

The big picture

The updates to OpenRTB reflect the growing importance of live event inventory within programmatic advertising, particularly as CTV continues to expand. Standardizing signals around live content addresses a critical need for buyers to accurately assess and value this inventory, which often requires rapid budget allocation and precise targeting. This move by IAB Tech Lab aims to reduce friction and improve efficiency in a market segment increasingly demanding real-time precision.

What we're watching

Adoption Rate
The speed of adoption across the programmatic ecosystem will determine the immediate impact of these changes on efficiency and transparency.
Pricing Dynamics
Whether the improved price signals lead to a significant shift in live event inventory valuation and bidding strategies remains to be seen.
Competitive Response
Other ad tech providers may develop competing standards or features, potentially fragmenting the market and limiting the overall benefit.

Programmatic Ad Market Forms Governance Council to Tackle Transparency

Event summary

  • IAB Tech Lab launched a Programmatic Governance Council on April 21, 2026.
  • The council includes major players like Dentsu, Omnicom, WPP, Disney, Magnite, and Amazon Ads.
  • The initiative aims to address transparency and governance issues within the $200 billion U.S. programmatic advertising market.
  • Initial focus areas include auction transparency, transaction signal consistency, and defining 'trustworthy' programmatic execution.
  • The council expects to deliver a charter, workstreams, and a governance framework within 6-12 months.

The big picture

The creation of the Programmatic Governance Council signals a recognition that the rapid growth and increasing automation of programmatic advertising have outpaced the development of necessary governance structures. This initiative represents an attempt to proactively address long-standing concerns about transparency and accountability within a market handling hundreds of billions of dollars annually. Success hinges on the willingness of major players to compromise and implement changes, potentially reshaping the power dynamics within the digital advertising ecosystem.

What we're watching

Governance Dynamics
The council's ability to achieve consensus and implement meaningful changes will be critical, given the diverse interests of participating stakeholders.
Regulatory Headwinds
Increased scrutiny of ad tech practices by regulators could accelerate the council's efforts or introduce conflicting mandates.
Execution Risk
Translating the council's recommendations into concrete technical standards and industry adoption will require significant effort and coordination.

IAB Tech Lab Gains Amazon Ads' Engine to Streamline Programmatic Bidding

Event summary

  • IAB Tech Lab received the Dynamic Traffic Engine (DTE) from Amazon Ads, a framework for optimizing bidstream efficiency.
  • The DTE will be integrated into IAB Tech Lab's Open Source Project and aims to reduce 'QPS waste' and infrastructure costs.
  • The framework uses a file-based approach allowing demand-side platforms to prioritize bid requests based on audience or inventory preferences.
  • Initial implementation will focus on integrating the DTE with the Agentic Real-Time Framework (ARTF).

The big picture

The donation of Amazon Ads' DTE signals a growing recognition within the digital advertising industry of the need for greater efficiency and transparency in the programmatic supply chain. The move towards agentic advertising, as highlighted by the integration with ARTF, represents a fundamental shift in how ad transactions are managed, moving away from reactive bidding towards more proactive and data-driven approaches. This initiative could significantly impact the economics of programmatic advertising, potentially benefiting both buyers and sellers by reducing waste and improving performance.

What we're watching

Implementation Speed
The success of this initiative hinges on the speed and effectiveness of integrating the DTE with ARTF and other existing protocols, which could reveal integration challenges.
Industry Adoption
Widespread adoption of the DTE will be crucial to realizing its potential benefits; resistance from entrenched players or concerns about data sharing could hinder its impact.
Agentic Shift
The move towards agentic advertising and real-time framework updates will likely accelerate, potentially reshaping the competitive landscape for ad tech vendors.

IAB Tech Lab Standardizes Agentic Media Buying with PMG Integration

Event summary

  • IAB Tech Lab integrated its AAMP Buyer Agent architecture and Agent Registry with PMG's Alli operating system.
  • The integration aims to standardize and scale agentic media buying workflows.
  • PMG's Alli now supports hierarchical agents tailored to specific client and channel needs.
  • The collaboration involved IAB Tech Lab's Agentic Task Force.
  • The move is positioned as a key step in broader industry efforts to standardize agent-based advertising.

The big picture

The integration represents a move towards standardized, AI-driven advertising workflows, addressing the growing complexity of programmatic media buying. By establishing a common framework for agentic buying, IAB Tech Lab aims to reduce fragmentation and improve transparency, which has been a long-standing challenge in the digital advertising ecosystem. This move signals a broader shift towards automation and specialized AI agents within media buying operations, potentially reshaping the roles of human media planners and buyers.

What we're watching

Adoption Rate
The pace at which other industry players adopt the AAMP standards will determine the true impact on agentic media buying interoperability.
Competitive Response
Competitors to IAB Tech Lab and PMG may accelerate their own standardization efforts or develop alternative agentic frameworks, potentially fragmenting the market.
Agent Specialization
How the tiered agent structure within Alli evolves and whether specialized agents become commoditized or retain premium value will influence PMG’s competitive advantage.

IAB Introduces Protocol to Standardize AI Content Licensing

Event summary

  • IAB Tech Lab released the Content Monetization Protocol (CoMP) Specification v1.0 on March 10, 2026, for public comment until April 9, 2026.
  • CoMP aims to establish a standardized framework for AI systems and content owners to agree on commercial terms before content crawling.
  • The protocol is designed to work across direct licensing and third-party marketplaces, reducing technical overhead and supporting scalability.
  • IAB Tech Lab cites declining publisher traffic (over 50% in some cases) as a driver for the initiative.

The big picture

The introduction of CoMP signals a growing recognition that the current AI development model, reliant on freely scraped content, is unsustainable for publishers. This initiative represents a move towards a more formalized and compensated information economy, potentially reshaping the relationship between AI and content creation. The framework's success is crucial for maintaining the quality and diversity of online information as AI's role expands.

What we're watching

Adoption Rate
The success of CoMP hinges on broad adoption by both AI developers and publishers, which will determine its impact on the information supply chain.
Legal Challenges
The framework’s effectiveness will be tested as it navigates potential legal challenges related to copyright and fair use in the context of AI training.
Market Dynamics
How the emergence of CoMP affects the rise of third-party marketplaces for content licensing will reveal the evolving power dynamics between publishers and AI providers.

IAB Standardizes Live Event Ad Forecasting to Streamline Programmatic Deals

Event summary

  • IAB Tech Lab released the Live Event Ad Playbook (LEAP) Forecasting API for public comment, closing March 20, 2026.
  • The API aims to standardize the discovery of upcoming live event programming, including schedules, ad breaks, and viewership forecasts.
  • The Forecasting API is Phase Two of the LEAP Initiative, building on the Concurrent Streams API.
  • Disney and The Trade Desk are actively participating in the initiative, highlighting the need for standardized interoperability in live event advertising.
  • The API seeks to address the lack of consistent mechanisms for surfacing future inventory in programmatic systems.

The big picture

The LEAP Forecasting API represents a significant shift towards proactive planning in the live event advertising space, moving beyond reactive bidding to enable advance deal creation and inventory reservation. This standardization effort addresses a critical pain point for both content owners and advertisers, who currently struggle with limited visibility into future live programming. The move underscores the growing importance of live and tentpole programming in the digital advertising ecosystem, as streaming platforms compete for audience engagement.

What we're watching

Adoption Rate
The success of the LEAP Forecasting API hinges on widespread adoption by content owners and ad tech platforms; slow uptake could limit its impact on programmatic live event advertising.
Integration
The API's alignment with existing OpenRTB and AdCOM standards will be crucial for seamless integration, and any deviations could create friction for buyers and sellers.
Competitive Response
Other industry bodies or companies may develop competing forecasting solutions, potentially fragmenting the live event advertising landscape and undermining the LEAP initiative.

GM Executive Joins IAB Tech Lab Board, Signaling Marketer Influence

Event summary

  • Shenan Reed, Global Chief Media Officer at General Motors, has joined the IAB Tech Lab Board of Directors.
  • Reed is the first brand marketer to ever serve on the IAB Tech Lab board.
  • IAB Tech Lab is a standards-setting body for digital advertising technology.
  • GM operates MediaOne, its internal global media agency of record, leveraging data and identity solutions.

The big picture

The appointment of Shenan Reed represents a notable change in the governance of IAB Tech Lab, traditionally dominated by technology providers and publishers. This move signals a growing recognition of the need for marketer perspectives in shaping the future of digital advertising standards, particularly as the industry transitions towards agentic models and faces increasing pressure for transparency and accountability. GM’s MediaOne, with its unified planning, buying, and measurement capabilities, provides Reed with a unique vantage point to influence these standards.

What we're watching

Governance Dynamics
The inclusion of a brand marketer on the IAB Tech Lab board suggests a shift towards greater advertiser influence in technical standards, potentially impacting the balance of power between publishers and platforms.
Agentic Impact
Reed's presence will likely accelerate the integration of agentic advertising principles into IAB Tech Lab’s standards, requiring publishers and ad tech providers to adapt to a more marketer-centric approach.
Transparency Focus
Expect increased scrutiny and demands for transparency in digital advertising practices, as Reed’s experience with GM’s MediaOne highlights the importance of data and measurement accountability.

IAB Standardizes Conversion API to Streamline Agentic Advertising

Event summary

  • IAB Tech Lab released the Event and Conversion API (ECAPI) for public comment, closing February 20, 2026.
  • ECAPI aims to standardize how marketing event data is shared between advertisers, platforms, and AI agents.
  • The specification addresses the current fragmentation of Conversion APIs, which often require custom integrations and hinder scalability.
  • ECAPI is designed to support IAB Tech Lab’s agentic advertising roadmap, enabling outcomes-based buying and selling.

The big picture

The introduction of ECAPI represents a significant effort to address the growing complexity of digital advertising, particularly as AI agents become more prevalent in campaign management. By standardizing event data sharing, IAB Tech Lab aims to reduce integration costs, improve measurement accuracy, and foster greater interoperability across the advertising ecosystem. This initiative could reshape how advertisers and platforms collaborate, potentially shifting power dynamics and accelerating the adoption of agentic buying models.

What we're watching

Adoption Rate
The level of industry participation in the public comment period and subsequent adoption of ECAPI will indicate its potential impact on the advertising ecosystem and the willingness of platforms to standardize.
Agentic Integration
The seamless integration of ECAPI into IAB Tech Lab’s agentic roadmap will be critical for realizing the vision of automated, outcomes-based advertising.
Competitive Response
Other advertising platforms may develop competing standards or proprietary solutions, potentially limiting the widespread adoption and benefits of ECAPI.
CID: 739