IAB (Interactive Advertising Bureau)

The dominant and most recognized trade association in the digital advertising industry, serving as the primary standards-setting and advocacy body for the global AdTech ecosystem.

The Interactive Advertising Bureau (IAB) is a nonprofit trade association that has served as the primary industry body for digital advertising since its founding in 1996. It brings together more than 700 leading media companies, brands, agencies, and technology firms to develop industry standards, conduct research, and provide legal support and public policy advocacy for the digital advertising ecosystem. IAB plays a central role in shaping how digital advertising operates globally, from defining ad formats and measurement standards to addressing privacy regulations and emerging technologies. IAB is perhaps best known for developing foundational standards such as the OpenRTB protocol (enabling real-time bidding), the IAB Tech Lab's technical specifications, and the Transparency and Consent Framework (TCF) used widely across Europe for GDPR compliance. The organization also publishes widely cited research including the annual Internet Advertising Revenue Report in partnership with PwC, which tracks digital ad spend across the industry. IAB's certification programs, including the Digital Media Sales Certification and others, help professionalize the workforce across the ecosystem. In the AdTech landscape, IAB occupies a unique and influential position as a neutral convener and standards body rather than a commercial competitor. Its working groups and task forces bring together publishers, advertisers, agencies, and technology vendors to solve shared challenges around measurement, identity, privacy, and emerging channels like connected TV and retail media. IAB Tech Lab, its technical arm spun out as a separate nonprofit in 2014, focuses specifically on developing and maintaining technical standards and solutions for the industry.