By Sahil Patel
The Interactive Advertising Bureau will soon launch the IAB Technical Laboratories, a new nonprofit research and development arm for the betterment of technical standards and solutions in the digital advertising business.
Announced this morning as part of the IAB Mixx conference during New York Advertising Week, the new lab’s main focus is for the advancement of tech standards as put forth by the IAB. The lab will “spearhead the development of technical standards, create a code library to assist in rapid, cost-effect implementation of IAB standards, and establish a test platform for companies to evaluate the compatibility of their technology solutions with IAB standards,” the organization said in the announcement.
Other areas of focus include the continued development of standards around video, mobile, and other emerging areas, as well as the creation of certification for tech vendors, which will serve as a guide to help publishers decide which ad-tech companies they want to work with.
Overseeing the lab will be a new independent board of directors and executive committee, which will be responsible for both overall agenda and funds allocation. Management of the lab will report to the senior leadership team at the IAB.
Described as an “open consortium,” the lab will look to welcome companies in the larger digital advertising and marketing spaces, even if headquartered outside of the US. Companies that are already IAB general members will automatically become members with no additional costs.
“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 of IAB, in a statement. “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 recognize 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.”