IAB: Projects And Initiatives
Bhavin Gandecha
Program Management | OTT | Hustle Mindset | Student of Leadership | Development Speaker | Love Coaching & Mentoring | Hope Influencer
Industry bodies like IAB (Interactive Advertising Bureau) are working tirelessly to develop?industry standards, conduct?research, and provides legal support for the?online advertising?industry.?
IAB is working on couple of projects, I have taken liberty to compile them and provide links.
Here you go:
Open-Source Solutions
To increase cross-industry collaboration to build transparency and trust in advertising technologies, the Open-Source Initiative is a concerted industry effort to organize and maintain relevant open-source projects in one place.
CTV and Cross-Media Video
This incorporates ad pod features to support CTV buying.
This is to support contextual buying of CTV content with the introduction of entertainment genres to categorize TV content.
It helps support fraud mitigation in CTV buying.
This is to support safe and secure ad serving in CTV environments.
This is for CTV to inform the use of all the technology standards that are needed for preparing, delivering, and measuring video ads using the programmatic channel.
Responsible Addressability and Predictable Privacy
It's an initiative to get stakeholders across the digital advertising and media supply chain working together to make the internet a better place for consumers— marrying the value of privacy, personalization, and community.
As part of Project Rearc, Tech Lab launched the core standards for responsible addressability and predictable privacy including the Global Privacy Platform document that represents progress toward a Global Privacy Platform (GPP) architecture.
The Accountability Platform is designed to ensure that all digital advertising supply chain participants can consistently show that they are adhering to user preferences.
The Best Practices for User-Enabled Identity Tokens document establishes guidelines for the encryption and use of user-enabled IDs—notably email addresses and phone numbers—in scenarios when online publishers or marketers offer personalized content or services tied to a user-provided email or phone number.
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This proposes an approach to addressability that revolves around the use of anonymized taxonomy nodes—sourced from IAB Tech Lab’s Content Taxonomy 2.x or Audience Taxonomy 1.x—to signal publisher-defined context or audience attributes within OpenRTB.
The technology adds additional transparency to the supply chain by providing a standard way to identify which companies use and transmit which unique-to-user identifier sources.
Tech Lab also assumed management and governance of the UID 2.0 source code as part of the newly launched open-source initiative.
Global Measurement Infrastructure
The Tech Lab released the Podcast Measurement Guidelines 2.1 with new detailed recommendations for calculating IPv6 metrics, user agent structure, filtering guidance for Apple watchOS user agents, language edits such as typo corrections, and additional podcast player recommendations.
The OM SDK for Web Video Compliance program was also put in place to certify OM SDK for web video certification with over a dozen integrations certified for web browser viewability measurement.
Supply Chain Transparency and Security
To enhance security in the digital advertising ecosystem by using industry-standard cryptographic security protocols the Tech Lab released the ads.cert 2.0 standard.
The protocols?secure buying and selling of programmatic Connected TV (CTV) ad inventory. To help address the challenges around malvertising and nefarious ads by providing transparency around the entities that are involved with publishing such ads.
To provide a resource that makes it easy for digital advertising participants—buyers, sellers, and ad tech companies—to see which standards media partners have implemented, their level of compliance, certification program results, and more, Tech Lab announced the initial launch of the Transparency Center as a free resource.
The Transparency Center includes Supply Chain Validation that aggregates metadata about the supply chain, including ads.txt (authorized digital sellers), sellers.json, as well as other supply chain management tools
A Global Industry Compliance Registry, which provides detailed industry compliance and certification status of supply chain partners around the world;
Compliance Programs
The Next Generation of Privacy, Addressability & Safety which focused on how the pandemic lifestyle accelerated the already explosive growth of video streaming and CTV coupled with heightened brand safety challenges for advertisers, global privacy and new data protection regulations, and privacy-first design overhauls of major browsers and operating system platforms.
In case I have missed mentioning any initiative, please let me now.