IAB Tech Lab

Primary technical standards body for digital advertising industry

IAB Tech Lab operates as a non-profit consortium within the Interactive Advertising Bureau (IAB) that develops technical standards, software, and services to support the digital advertising ecosystem. The organization brings together major technology companies, publishers, agencies, and platforms to create industry-wide technical standards that enable programmatic advertising, measurement, and data transparency. IAB Tech Lab is responsible for developing and maintaining critical industry standards including ads.txt, sellers.json, OpenRTB, VAST, VPAID, and the Transparency and Consent Framework (TCF) for GDPR compliance. The organization serves as the primary standards body for the digital advertising industry, working to reduce friction in programmatic advertising, combat fraud, improve measurement accuracy, and ensure privacy compliance. IAB Tech Lab's standards are implemented globally by thousands of companies across the advertising technology ecosystem, from demand-side platforms and supply-side platforms to publishers and advertisers. The organization operates through working groups and committees that include representatives from major industry players, ensuring that standards reflect real-world technical requirements and business needs. As a subsidiary of the IAB, Tech Lab maintains its focus on technical innovation and standardization while benefiting from the broader trade association's industry relationships and advocacy efforts. The organization regularly releases updates to existing standards, develops new technical specifications in response to evolving privacy regulations and market needs, and provides certification programs to ensure proper implementation of its standards across the industry.