Alanna Gombert

Advisor

Architecting the ads.txt and sellers.json standards at IAB Tech Lab, which became the industry's primary mechanisms for combating ad fraud and ensuring programmatic supply chain transparency.

Standards SetterNew York, New York, United States18+ years in industry

Last updated May 30, 2026 by the ATDb Editorial Team

Bio

Alanna Gombert is one of the most consequential figures in programmatic advertising infrastructure, best known for leading the development of ads.txt, sellers.json, and supply chain transparency initiatives that now underpin trust across the global digital advertising ecosystem. As General Manager of IAB Tech Lab, she translated complex systemic problems — ad fraud, unauthorized reselling, opaque supply chains — into actionable technical standards adopted industry-wide. Her work fundamentally changed how buyers and sellers verify and authenticate their programmatic relationships. Before her role at IAB Tech Lab, Gombert held senior positions at major players in the AdTech space, including serving as SVP and General Manager at CJ Affiliate (Conversant) and earlier roles at Google, where she worked on large-scale programmatic and publisher monetization initiatives. Her career spans both the buy and sell sides of digital advertising, giving her a rare cross-functional perspective that informed her standards work. She has consistently operated at the intersection of technology, policy, and industry collaboration. Gombert is widely regarded as a standards-setter and industry convener who brought competing stakeholders together around shared technical solutions. She has been a frequent speaker at major industry conferences including Cannes Lions, Advertising Week, and IAB events, and has been recognized among the most influential women in AdTech. She currently serves in advisory capacities, continuing to shape the direction of the industry she helped modernize.

Previous Roles

General Manager

IAB Tech Lab (2017-2019)

SVP & General Manager

CJ Affiliate (Conversant) (2014-2017)

Head of Publisher Monetization

Google (2010-2014)

Expertise

Programmatic AdvertisingSupply Chain Transparencyads.txtsellers.jsonAd Fraud PreventionIndustry Standards DevelopmentPublisher MonetizationAffiliate Marketing

Education

Bachelor's Degree, University of Michigan

Notable Achievements

Led development and industry adoption of ads.txt (Authorized Digital Sellers) at IAB Tech Lab
Spearheaded sellers.json standard to bring transparency to programmatic supply chains
Drove IAB Tech Lab's supply chain object (schain) specification as part of OpenRTB
Recognized as one of the most influential women in AdTech by multiple industry publications

Awards

AdExchanger's Most Influential Women in AdTechBusiness Insider Digital Media Rising Stars

Speaking Topics

Programmatic supply chain transparencyAd fraud prevention and mitigationIndustry standards development and adoptionWomen in AdTech and leadershipThe future of digital advertising trust and accountability

Publications

Contributions to IAB Tech Lab technical specifications and white papers on ads.txt and sellers.json

Advisory Roles

Various AdTech and digital media companies (specific engagements not publicly confirmed)

Connections