IAB launches Tech Lab to focus on advertising R&D
| 30 September 2014
The Interactive Advertising Bureau (IAB) has formed the IAB Technical Laboratories, a non-profit research and development consortium.
Charged with producing and helping companies implement global industry technical standards and solutions, the goal of the consortium is to simplify and reduce the costs associated with the digital advertising and marketing supply chain – and for individual companies' businesses.
The IAB Tech Lab will spearhead the development of technical standards, create a code library to assist in rapid, cost-effective implementation of IAB standards, and establish a test platform for companies to evaluate the compatibility of their technology solutions with IAB standards.
The IAB Tech Lab will be governed by an independent board of directors and executive committee, which will oversee its agenda and funds allocation. Management of the Tech Lab will report to the senior leadership of IAB, to ensure alignment of the two associations. Companies that are already IAB General Members will automatically become members of the IAB Tech Lab, and in addition, marketers and agencies, as well as other companies with interests in the digital advertising and marketing supply chain, will be invited to join.
"The entire digital marketing and media world will benefit from better and more informed dialogue between business leadership and technical leadership," said Randall Rothenberg, president and CEO at IAB. "The IAB Tech Lab will guide the conversation and cooperation necessary for the emergence, implementation, adaptation and interoperability of global standards in our collective industry. In addition, we recognise the buy-side's major stake in the evolution and operations of the digital media and advertising supply chain, and welcome their partnership in this initiative."