The IAB Europe and the IAB Tech Lab on Thursday released a second version of the Transparency and Consent Framework (TCF), which publishers and technology companies use to pass consent data for online advertising while still complying with Europe’s General Data Protection Regulation (GDPR). The TCF update will be in a public comment period for […]
On Tuesday, the IAB Tech Lab explained how it would start phasing out the decade-old Video Player Ad-Serving Interface (VPAID) spec in favor of a new specification – snappily dubbed Secure Interactive Media Interface Definition (SIMID) – that specifically supports interactive video ads. The IAB Tech Lab, which has been working on a VPAID replacement since 2017, […]
First there was Ads.txt, then there was App-ads.txt. Now there are Sellers.json and OpenRTB SupplyChain Object Specifications. The two new specs, released for public comment by the IAB Tech Lab on Thursday, are both meant to help advertisers get a better understanding of whether the inventory they’re buying is legit and where it’s coming from. […]
The IAB Tech Lab said Tuesday it has launched a compliance program for publishers and platforms that adhere to its podcast measurement guidelines. Podcast hosting service RawVoice/Blubrry and NPR are the first companies to be certified. The program is based on the IAB’s Podcast Measurement Technical Guidelines, which were released in December 2017 to provide […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Adapting Accenture Interactive will acquire Adaptly, an ad tech and programmatic services company. Terms of the deal were not disclosed, but Adaptly has 150 employees and has raised $13 million in funding. Adaptly should help Accenture Interactive “enable workflow, improve quality assurance and really […]
After a protracted, year-long alpha period, the IAB Tech Lab has released the specs in beta for the app version of its Ads.txt initiative to reduce counterfeit ad inventory. The App-ads.txt hold-up was caused by app stores dragging their heels on providing support for the Tech Lab’s preferred solution of using metadata tags – essentially […]
The revised OpenRTB 3.0 spec released Tuesday makes major changes to the programmatic standard to stamp out bad ads and fraud. The IAB Tech Lab’s new spec is now open for public comment for 60 days. The eight-year-old OpenRTB standard governs how demand-side platforms (DSPs) and supply-side platforms (SSPs) communicate with each other to buy […]
Ads.txt is headed to the app ecosystem. What form will it take? That’s still shaking out. The IAB Tech Lab released guidance on Wednesday with several proposals for how to implement Ads.txt within an app environment. Ads.txt is the Tech Lab’s initiative to reduce inventory spoofing and help advertisers distinguish legit supply sources from the […]
IAB Europe and the IAB Tech Lab released on Wednesday a commercial version of the Transparency and Consent Framework, a new publishing standard meant to reconcile ad tech with GDPR regulations. From a consumer point of view, the experience would be similar to the current standard for web browsing in Europe, where there’s already omnipresent […]
The IAB Tech Lab, the research and development arm affiliated with the trade group, has acquired the nonprofit online identity consortium DigiTrust. Terms of the deal are unknown, though a key feature is the acqui-hire of Jordan Mitchell, DigiTrust’s founder and CEO, as the Tech Lab’s senior VP of members and operations. The Tech Lab […]
The video player ad-serving interface definition (VPAID) standard, which was supposed to improve the delivery of digital video ads but struggled to hit its stride, will be sunsetted. The Interactive Advertising Bureau (IAB) Tech Lab revealed Thursday (read the blog post) that the unpopular nine-year-old video ad spec will be retired and replaced with two […]
Publishers are on the cusp of only needing one software development kit (SDK) to measure in-app viewability. On Wednesday, the IAB Tech Lab kicked off a limited beta to test an open-measurement SDK that would enable publishers to work with multiple viewability vendors without requiring multiple SDK integrations. The test will run for roughly two […]
The IAB Tech Lab launched a blockchain working group on Monday to explore how the digital ledger technology can benefit the advertising industry. Read the blog post. Richard Bush, chief product and tech officer at NYIAX, and Michael Palmer, mPlatform’s global director of product, co-chair the group – which is looking for members to join […]
The IAB Tech Lab wants to change its OpenRTB 3.0 programmatic auction standard so that it authenticates basic details of the transaction, like the identity of the seller. The current OpenRTB standard assumes buyers and sellers honestly identify themselves and their intentions – but some shady players took advantage of that honor system. One problem […]
A new IAB Tech Lab standard will help publishers and platforms make their header bidding container setups as efficient as possible. The lab will accept public comment on the standard through July 28. The lab decided to create a baseline standard because header bidding has started to mature. “We don’t create standards until something has […]
Programmatic buyers on the open exchange who think they’re purchasing inventory from ESPN or The New York Times often end up buying from imposter sites instead. At times, the amount of misrepresented inventory in the marketplace can dwarf the legitimate inventory sold by brand-name publishers. The practice, domain spoofing, will become much harder to carry […]
Viewability vendors, including Integral Ad Science, DoubleVerify and Moat, are banding together in an uneasy alliance to tackle in-app viewability using open-source software – but the problem is far from solved. “The spirit of the open-source initiative is a good thing,” said Moat CEO Jonah Goodhart. “It’s not comprehensive measurement, though.” Opening The Way In […]
In ad tech, even standards need standards. On Monday, the Interactive Advertising Bureau Tech Lab unveiled a compliance program for vendors to prove they’re adhering to the alphabet soup of ad delivery industry standards. Over the years, the IAB has developed a protocol for ad delivery: VAST for video ad serving; VPAID to allow video ads […]
The IAB unveiled a dynamic content ad standard that will move forward programmatic creative, which is open for public comment for the next month. Instead of churning out ads with dozens of different messages for different channels, advertisers simply define all the creative components and variations. Once served, the ads will dynamically assemble to adapt […]
