IAB Tech Lab

The preeminent global standards body for digital advertising technology, setting interoperability protocols and specifications adopted across the open internet supply chain

IAB Tech Lab is a non-profit consortium, established in 2014, that works with a global member community to develop foundational technology and standards supporting growth and trust in the digital media ecosystem.¹ Its membership spans digital publishers, ad technology firms, agencies, marketers, and other companies, with its work centered on brand safety and ad fraud prevention, identity, data and consumer privacy, ad experiences and measurement, and programmatic effectiveness.¹ The organization develops scalable technical standards, maintains a code library to support cost-effective implementation, and operates test platforms that allow companies to evaluate compatibility with its specifications — resources that have underpinned interoperability and growth across the digital advertising supply chain for over 20 years.¹ Its portfolio includes the OpenRTB real-time bidding protocol, the ads.txt anti-fraud specification, the Open Measurement SDK for viewability and verification, the VAST video specification, Trusted Server, and an Agentic Roadmap initiative for agentic advertising.² Its most recently announced specification, ECAPI, standardizes how full-funnel marketing events and conversions are communicated from advertiser systems to advertising platforms and partners, enabling campaign optimization toward specific business goals while improving measurement across the marketing funnel.² IAB Tech Lab is also moving to establish a Programmatic Governance Council — an industry-wide body bringing together agencies, DSPs, publishers, and SSPs — to set clearer rules around transparency, auction integrity, and the standardization of data, bidding signals, and identifiers across the open internet.³ Source 1: iabtechlab.com — About the IAB Tech Lab Source 2: iabtechlab.com — IAB Tech Lab Announces Standardized ECAPI For Public ... Source 3: digiday.com — Ad Tech Briefing: IAB Tech Lab plans a 'Programmatic ...