Alex Cone
VP of Product at IAB Tech Lab
Architecting sellers.json and the SupplyChain object, which became the industry's primary mechanisms for programmatic supply chain transparency and fraud mitigation. Cone is widely regarded as a leading standards-setter at the intersection of AdTech infrastructure and privacy.
Last updated May 30, 2026 by the ATDb Editorial Team
Alex Cone is one of the AdTech industry's foremost architects of supply chain transparency and programmatic accountability standards. As VP of Product at IAB Tech Lab, he has led the development and stewardship of specifications that are now foundational infrastructure for the digital advertising ecosystem, including sellers.json, the SupplyChain object, and extensions to ads.txt and app-ads.txt. These standards have been widely adopted across the industry to combat ad fraud, reduce arbitrage opacity, and give buyers meaningful visibility into the programmatic supply chain. Cone has also been a central figure in the industry's evolving approach to privacy-preserving advertising technologies, contributing to frameworks that attempt to balance user privacy requirements with the operational needs of programmatic advertising. His work at IAB Tech Lab places him at the intersection of technical standards development, industry policy, and ecosystem governance — a rare combination that makes him a trusted voice across buy-side, sell-side, and platform stakeholders. A frequent presence at major AdTech conferences and industry working groups, Cone is recognized as a standards-setter who translates complex technical and regulatory challenges into actionable specifications. His contributions have helped establish IAB Tech Lab as the primary standards body for programmatic advertising infrastructure, and his ongoing work on privacy frameworks positions him as a key figure in shaping how the industry adapts to a post-third-party-cookie environment.
Senior Director of Product
IAB Tech Lab
Product Management / AdTech roles
Various
- Led development and industry adoption of sellers.json, a critical standard for programmatic supply chain transparency
- Architected the SupplyChain object specification, enabling end-to-end visibility into programmatic ad delivery paths
- Drove extensions to ads.txt and app-ads.txt to strengthen authorized seller verification across web and in-app environments
- Contributed to privacy-focused frameworks at IAB Tech Lab addressing post-third-party-cookie advertising infrastructure