IAB Tech Lab

IAB Tech Lab 3

The IAB Technology Laboratory (IAB Tech Lab) is a nonprofit research and development consortium charged with producing and helping companies implement global industry technical standards and solutions for the digital media and advertising industries. The goal of the IAB Tech Lab is to reduce friction associated with the digital advertising and marketing supply chain while contributing to the safe growth of the industry.

The IAB Tech Lab spearheads the development of innovative and scalable technical standards, creates and maintains a code library to assist in rapid, cost-effective implementation of IAB standards, and establishes test platforms for companies to evaluate the compatibility of their technology solutions with IAB standards, which for almost 20 years have been the foundation for interoperability and profitable growth in the digital advertising supply chain.

IAB Tech Lab The inaugural agenda and project commitments include:

  • Create a comprehensive code bank to assist in simplifying and reducing the costs associated with implementation of IAB standards
  • Collaborate with the Digital Advertising Alliance (DAA) in the creation of new AdChoices programs in digital video and mobile to strengthen consumer privacy options across the interactive landscape
  • Advance tools and protocols in alliance with the Trustworthy Accountability Group
  • Develop an IAB Standards Certification program to reduce friction with the interpretation of technical protocols
  • Produce updated specifications for VAST (Digital Video Ad Serving Template), VPAID (Digital Video Player Ad Interface Definition) and MRAID (Mobile Rich Media Ad Interface Definitions) that will allow for seamless use of all three in delivering digital video advertising cross platform


IAB Tech Lab in the News:

Newly Released:

Documents in Review from Public Comment

Soon to be released: HTML5 for Digital Advertising



IAB Tech Lab Membership & Governance

The IAB Tech Lab is governed by an independent Board of Directors, which oversees its agenda and funds allocation. David J. Moore, President of WPP Digital and Chairman of Xaxis, will lead the IAB Technology Lab as Chairman of the Board and Scott Cunningham, Senior Vice President, Technology and Ad Operations at IAB is the Tech Lab’s General Manager.

The Tech Lab’s governance structure will allow it to become a truly global body and accept member companies from outside the U.S. 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. Companies that are already IAB General Members are automatically members of the IAB Tech Lab, at no cost beyond their IAB dues.


Executive Committee and Founding Members

Jonathan Bellack, Director, Product Management, Google
Anand Das, Co-Founder and CTO, PubMatic
Kelly Petersen, Vice President, Product, Tremor Video
Tom Shields, Senior Vice President, Strategy, Publishers, AppNexus
Michael Smith, Vice President, Revenue Platforms and Operations, Hearst Magazines Digital Media
Toru Takata, Senior Vice President, CPO of Marketing Solutions Company, Yahoo! JAPAN
Srini Venkatesan, Vice President, Engineering, Ads and Data, Yahoo


IAB Tech Lab Board of Directors: Click here


  • David J. Moore, President of WPP Digital, Chairman of Xaxis, and Chairman of the Board, IAB Tech Lab
  • Scott Cunningham, Senior Vice President, IAB, and General Manager, IAB Tech Lab
  • Alanna Gombert, Deputy General Manager, IAB Tech Lab

Our work

“Open Video Viewability” Initiative

Originally founded by TubeMogul, BrightRoll, Innovid, LiveRail & SpotExchange, the IAB Tech Lab will now be managing the “Open Video Viewability” initiative, or OpenVV, a project focused on building single open source technology for measuring Video Ad Viewability that enables streamlined measurement of the Media Rating Council (MRC) viewable impression standard for video advertising.

About OpenVV: Overview, Code & Demo

Content Taxonomy

The IAB Tech Lab Content Taxonomy is currently in development and is expected to be the taxonomy of reference for industry protocols, best practice documents, and other standards-track documents. Existing dependencies include OpenRTB, DAAST, and QAG.

Content Taxonomy

IAB Tech Lab CodeBank

The IAB Tech Lab supports a code repository that contains the needed reference materials to implement the specifications and guidelines that the IAB currently produces.

Visit the CodeBank