IAB (Interactive Advertising Bureau)

The preeminent trade association for the digital advertising industry in the United States, setting standards and policy frameworks adopted across the global ecosystem

IAB (Interactive Advertising Bureau) is a trade organization that establishes the technical, contractual, and policy standards underpinning programmatic digital advertising at scale.¹ Founded in 1996 and representing over 700 member companies in the United States — including publishers, ad agencies, technology vendors, and data companies — its guidelines span ad unit specifications, viewability measurement, consent management, and privacy signal transmission.¹ IAB operates alongside IAB Tech Lab, a separate but complementary body: IAB functions as the trade association, handling lobbying, policy positions, and contractual frameworks, while IAB Tech Lab builds and maintains the technical specifications that implement those frameworks in live ad systems.¹ Recent work includes the Redefining Media Types Standard, which aims to create standardized definitions for digital video environments — covering Connected TV, online video, social video, FAST, video podcasting, and retail video — to improve planning, execution, and measurement across the ecosystem.² IAB has also released the industry's first modular legal framework designed specifically for advertising measurement services, intended for use among advertisers, agencies, publishers, platforms, and measurement providers contracting for verification, attribution, and analytics services.³ Source 1: biscotti-cmp.com — The IAB's Role in Digital Advertising and Privacy Standards Source 2: iab.com — IAB Releases Redefining Media Types Standard for Public ... Source 3: iab.com — IAB