Blog Posts
ID Generation Provenance and Clarification
Published: May 8, 2024 Recent discussions have revealed disagreement about the expected use and origination of `buyeruid` and `ifa` attributes, and questions about how to convey the method of ID creation and insertion outside of the scope of “traditional” approaches (e.g. user IDs originating from browser cookie syncs or advertising […]
Podcast Measurement v2.2 is Ready for Implementation
Tech Lab’s Podcast Technical Measurement Guidelines v2.2 public comment draft was released on February 22, 2024 and public comment period closed on March 23. We thank all those who provided public comment feedback and are pleased to announce that it has been reviewed and incorporated in the final release. Background […]
Embracing AI to Safely & Effectively Reach Audiences
We understand that effectively reaching target audiences remains a key concern for marketing leaders. In fact, over half (53%) of executives worldwide say their leading concern regarding their digital advertising strategy is being able to reach target audiences effectively at scale (source). Advancements in AI, particularly Large Language Models (LLMs), […]
VAST CTV Addendum for Public Comment: Includes Backwards Compatibility for Foundational Building Blocks for CTV Success
IAB Tech Lab is releasing VAST CTV Addendum 2024 for a 30-day public comment period. The addendum provides extensions and guidance to support vital features for improved video ad delivery and measurement. It is part of a more extensive Tech Lab Advanced TV initiative to support converging technology in all […]
Enhancing Transparency and Combatting Ad Fraud: Upgrade to Supply Chain Plus API
The IAB Tech Lab’s Supply Chain API has been a cornerstone for subscribers seeking accurate and up-to-date Ads.txt and App-ads.txt data for millions of domains, mobile apps, and CTV environments. In response to customer and member feedback, we are introducing the Supply Chain Plus API. The new service tier comes […]
IAB Tech Lab Launches Second Public Comment Period for Data Deletion Request Framework
The IAB Tech Lab has announced the commencement of the second public comment period for the Data Deletion Request Framework specification. Scheduled to conclude on April 22nd, 2024, feedback can be submitted to support@iabtechlab.com. The Data Deletion Request Framework is critical for digital advertising as the ‘right to delete’ emerges […]
Introducing Initial OpenRTB Support for the Protected Audience API
Google’s Privacy Sandbox introduces a number of APIs that impact how advertising is bought and sold. Some of them, like TOPICS, are relatively straightforward and were successfully mapped to existing programmatic constructs. Others, like the Protected Audience API, are significantly more complex and require the evolution of OpenRTB for clear […]
Introducing Provisional Attributes
The introduction of the OpenRTB Specification in 2012 created a lingua franca spoken by constituents of the Programmatic Supply Chain. By creating a shared language and removing the need for each party to have slightly different interpretations of widely used attributes, the programmatic ecosystem was able to expand exponentially, which […]
TCF Canada v1.1 & GPP String v1.1 Released for Public Comment
IAB Tech Lab released updates to the TCF Canada section string and GPP core string specifications for a 30-day public comment period. The TCF Canada section was first launched in October 2022 to help the industry comply with Canadian privacy laws. The TCF Canada section makes use of the Global […]
IAB Tech Lab Releases In-Depth Analysis Of Google’s Privacy Sandbox For Public Comment, Revealing Significant Challenges
Report Unveils Operational, Transactional, and Commercial Concerns, Measurement Metrics Challenges, and Scaling Obstacles in Early Analysis NEW YORK, Feb. 6, 2024 /PRNewswire/ — Today, IAB Tech Lab, the global digital advertising technical standards-setting body, released a comprehensive analysis shedding light on the challenges associated with the industry’s adoption of Google’s Privacy Sandbox. The […]