Latest news with #IABTechLab
Yahoo
5 days ago
- Business
- Yahoo
IAB Tech Lab Launches the Containerization Project to Enable Next Generation Infrastructure in the Programmatic Supply Chain
New Initiative Calls on Industry to Standardize Containerization Technology in Open RTB for Efficient and Scalable Ad Tech Deployment NEW YORK, June 4, 2025 /PRNewswire/ -- IAB Tech Lab, the global digital advertising technical standards-setting body, announced the launch of its Containerization Project. The initiative addresses emerging challenges in the development and maintenance of programmatic infrastructure. Specialized bid enrichment and evaluation partners, mounting scaling challenges, especially for live events, fragmented systems, and uneven performance, have made the current foundation difficult to evolve. The standardization of Container technology for Open RTB aims to help the industry develop a more scalable, efficient, and sustainable programmatic ecosystem. "After more than a decade of incredible growth, the digital ad ecosystem has pushed the current framework upon which programmatic is built to its limits," said Anthony Katsur, CEO, IAB Tech Lab. "The way ad tech is built today is complex and has the potential to introduce inefficiency at integration points. The Containerization Project is not about incremental change. While Open RTB isn't going anywhere, we are taking a hard look at how programmatic architecture is deployed and the underlying protocols, such as HTTP/1.1, and proposing a more intentional, durable foundation to innovate the next generation of real-time bidding." The Tech Lab Containerization Project Working Group is responsible for leading this effort. The initial scope includes guidance on supported network protocols, instrumentation and metrics, baseline image standards, performance parameters, and security requirements. The initiative introduces guidelines for responsible data handling within containers for specific use cases, such as bid request/response enrichment, curation signaling, and fraud detection workflows. Standardization based on use cases will enable programmatic supply chain participants, such as SSPs and DSPs, to add and swap real-time bidding services partners without compromising efficiency and latency. "This gives engineers a shared technical foundation to build from," said Meera Choudhury, Head of Product at Chalice AI. "By establishing clarity on what is required, we can build in a way that respects those boundaries." "Consistency across teams and partners is key," said Leo Ramirez, Vice President of Engineering at Index Exchange. "The absence of shared technical expectations has been a challenge. This project starts to address that." IAB Tech Lab is calling on companies across the ecosystem — including publishers, platforms, buyers, and technology providers — to participate in the ongoing development of the framework. To learn more about how to contribute to the working group, please visit: LINK. About IAB Technology Laboratory Established in 2014, the IAB Technology Laboratory (Tech Lab) is a non-profit consortium that engages a member community globally to develop foundational technology and standards that enable growth and trust in the digital media ecosystem. Comprised of digital publishers, ad technology firms, agencies, marketers, and other member companies, IAB Tech Lab focuses on solutions for brand safety and ad fraud; identity, data, and consumer privacy; ad experiences and measurement; and programmatic effectiveness. Its work includes the OpenRTB real-time bidding protocol, anti-fraud specification, Open Measurement SDK for viewability and verification, VAST video specification, and Project Rearc initiative for privacy-centric addressability. Board members/companies are listed at For more information, please visit View original content to download multimedia: SOURCE IAB Tech Lab Sign in to access your portfolio
Yahoo
5 days ago
- Business
- Yahoo
IAB Tech Lab Addresses AI's Impact on Web Economics and Brand Reputation; Proposes Large Language Model (LLM) Content Ingest API Initiative
Proposed New Framework Will Support Publisher Monetization and Brand Controls in an AI-Driven Consumer Web NEW YORK, June 4, 2025 /PRNewswire/ -- The emergence of generative artificial intelligence has raised significant concerns within the publishing community, particularly regarding the growing use of AI agents, large language models (LLMs), and AI-driven search summaries that reduce publisher traffic. The growth of LLMs not only impacts publishers but also adversely affects how brand content is surfaced to consumers, threatening the growth and profitability of the open web and the broader digital media ecosystem. There is a clear need for fair compensation and attribution for publishers' content, as well as proper representation of brands in AI-driven search results and chat interfaces. To address this issue, the IAB Tech Lab, the global digital advertising technical standards-setting body, proposes a framework for publisher compensation for the use of their content by LLMs and AI agents through the LLM Content Ingest API Initiative. The framework incorporates mechanisms that enable brands to control how their content is integrated into LLMs and AI agent services. This effort focuses on developing a technical specification to help publishers respond to increased AI scraping and to support a fair value exchange between content owners and LLM developers. It also provides a structured approach for brands to manage how their information is accessed and interpreted by AI systems. "It is clear that AI agents powered by large language models are shifting how users engage with content," said Anthony Katsur, Chief Executive Officer, IAB Tech Lab. "While this is a promising new way for people to access information, we have also seen data showing publisher traffic decreases at 15% or higher, and revenue is down. Meanwhile, AI platforms are growing on the back of open web content, impacting publisher revenues and misrepresenting advertisers. This initiative is about giving publishers and brands a path forward that is fair, enforceable, and grounded in technical standards." The Tech Lab is initiating the project with an open invitation to publishers, brands, and AI system developers to participate in developing the future of the web economy. Tech Lab will soon organize a workshop to collaboratively explore solutions to the challenges posed by rogue AI content ingestion. The focus is on developing practical and enforceable tools that empower publishers to control how their content is accessed and monetized by AI systems, and to ensure brand information is accurately represented in machine-generated outputs. This includes exploring approaches such as understanding and controlling internet bots, LLM-friendly content discovery and delivery, managing bot access, and content monetization. "The LLM Content Ingest API is one part of the framework to address the challenges publishers and brands face from the growing use of AI-based tools by consumers," said Shailley Singh, Executive Vice President, Product and Chief Operating Officer, IAB Tech Lab. "The proposed technical framework is designed to foster better collaboration between LLMs/AI agents and content owners and to lay the foundations for fair value exchange for content, two of the biggest challenges that have emerged since the proliferation of generative AI and endanger the web economy as it works today." To learn more about the framework, visit: LINK. IAB Tech Lab is inviting publishers, brands, LLM platforms, and AI agent developers to provide feedback on the proposed framework and express interest in joining the workshop by emailing support@ About IAB Technology Laboratory Established in 2014, the IAB Technology Laboratory (Tech Lab) is a non-profit consortium that engages a member community globally to develop foundational technology and standards that enable growth and trust in the digital media ecosystem. Comprised of digital publishers, ad technology firms, agencies, marketers, and other member companies, IAB Tech Lab focuses on solutions for brand safety and ad fraud; identity, data, and consumer privacy; ad experiences and measurement; and programmatic effectiveness. Its work includes the OpenRTB real-time bidding protocol, anti-fraud specification, Open Measurement SDK for viewability and verification, VAST video specification, and Project Rearc initiative for privacy-centric addressability. Board members/companies are listed at For more information, please visit View original content to download multimedia: SOURCE IAB Tech Lab Error in retrieving data Sign in to access your portfolio Error in retrieving data Error in retrieving data Error in retrieving data Error in retrieving data
Korea Herald
10-04-2025
- Business
- Korea Herald
TopOn Achieves IAB Tech Lab Open Measurement SDK (OM SDK) Certification: Establishing Standardized Ad Measurement
GUANGZHOU, China, April 10, 2025 /PRNewswire/ -- TopOn Mediation has officially passed the IAB Tech Lab Open Measurement Software Development Kit (OM SDK) compliance certification, becoming an ad mediation platform enabling full-scenario standardized measurement of mobile advertising. This certification signifies TopOn's comprehensive technical ecosystem, establishing a transparent and trustworthy ad value assessment system for developers and advertisers. Why Does IAB Tech Lab OM SDK Certification Matter? Developed by IAB Tech Lab, the OM SDK aims to simplify third-party ad performance data collection and analysis through unified technical standards, covering core metrics such as viewability and fraud prevention. By achieving OM SDK certification, it reinforces TopOn's commitment to providing accurate measurement and is aligned with OM SDK core value propositions which includes: Authority Strict adherence to MRC (Media Rating Council) standards, eliminating data discrepancies in third-party measurement tools (IAB Tech Lab verified data), ensuring authentic verification of critical metrics like ad impressions and viewability. Universality Full compatibility with iOS, Android, CTV, and other platforms, achieving unified cross-platform measurement standards. Trustworthiness Automatic compatibility with global leaders like IAS DoubleVerify, and most other measurement vendors. Core Value of TopOn's OM SDK Certification For Publishers: Operational Efficiency: Streamlined integration and maintenance with a single-SDK architecture. App Performance: Reduced crash rates caused by multi-SDK conflicts. Value Realization: Transparent ad inventory data standardization drives CTR uplift. For Advertisers: Accuracy: MRC-aligned standards eliminate third-party SDK data deviations. Decision-Making: Improved cross-platform data comparability for optimized budget allocation. Transparency: Higher ad inventory quality verification rates enhance traffic monetization potential. Advanced Features: Through our white-label mobile SDK (OM SDK-certified version), enable: behavior event tracking data compliance collection (with user consent) analytics modules Empowering Partners to Build a Thriving Monetization Ecosystem TopOn serves over 15,000 global clients across 45,000+ apps, processing over 40 billion daily ad requests. With IAB Tech Lab OM SDK certification, we will deepen collaboration with global ad platforms to deliver more transparent and efficient monetization solutions for developers. All existing TopOn partners now automatically receive OM SDK upgrade support. New clients can apply for complimentary technical consultation—contact your TopOn account manager or visit [ ] to get started!
Yahoo
10-04-2025
- Business
- Yahoo
TopOn Achieves IAB Tech Lab Open Measurement SDK (OM SDK) Certification: Establishing Standardized Ad Measurement
GUANGZHOU, China, April 10, 2025 /PRNewswire/ -- TopOn Mediation has officially passed the IAB Tech Lab Open Measurement Software Development Kit (OM SDK) compliance certification, becoming an ad mediation platform enabling full-scenario standardized measurement of mobile advertising. This certification signifies TopOn's comprehensive technical ecosystem, establishing a transparent and trustworthy ad value assessment system for developers and advertisers. Why Does IAB Tech Lab OM SDK Certification Matter? Developed by IAB Tech Lab, the OM SDK aims to simplify third-party ad performance data collection and analysis through unified technical standards, covering core metrics such as viewability and fraud prevention. By achieving OM SDK certification, it reinforces TopOn's commitment to providing accurate measurement and is aligned with OM SDK core value propositions which includes: Authority Strict adherence to MRC (Media Rating Council) standards, eliminating data discrepancies in third-party measurement tools (IAB Tech Lab verified data), ensuring authentic verification of critical metrics like ad impressions and viewability. Universality Full compatibility with iOS, Android, CTV, and other platforms, achieving unified cross-platform measurement standards. Trustworthiness Automatic compatibility with global leaders like IAS DoubleVerify, and most other measurement vendors. Core Value of TopOn's OM SDK Certification For Publishers: Operational Efficiency: Streamlined integration and maintenance with a single-SDK architecture. App Performance: Reduced crash rates caused by multi-SDK conflicts. Value Realization: Transparent ad inventory data standardization drives CTR uplift. For Advertisers: Accuracy: MRC-aligned standards eliminate third-party SDK data deviations. Decision-Making: Improved cross-platform data comparability for optimized budget allocation. Transparency: Higher ad inventory quality verification rates enhance traffic monetization potential. Advanced Features: Through our white-label mobile SDK (OM SDK-certified version), enable: behavior event tracking data compliance collection (with user consent) analytics modules Empowering Partners to Build a Thriving Monetization Ecosystem TopOn serves over 15,000 global clients across 45,000+ apps, processing over 40 billion daily ad requests. With IAB Tech Lab OM SDK certification, we will deepen collaboration with global ad platforms to deliver more transparent and efficient monetization solutions for developers. All existing TopOn partners now automatically receive OM SDK upgrade support. New clients can apply for complimentary technical consultation—contact your TopOn account manager or visit [ to get started! About TopOn TopOn is a global leading mobile ad mediation platform, specialized in providing ad monetization operations management and optimization services to achieve maximum ad revenue for mobile developers worldwide. Contact:Lawrence, lawrence@ View original content to download multimedia: SOURCE TopOn Sign in to access your portfolio
Yahoo
12-03-2025
- Business
- Yahoo
IAS Chief Product Officer Srishti Gupta Named to IAB Tech Lab's Board of Directors
NEW YORK, March 12, 2025 /PRNewswire/ -- Integral Ad Science (Nasdaq: IAS), a leading global media measurement and optimization platform, today announced its Chief Product Officer (CPO), Srishti Gupta, has been appointed to IAB Tech Lab's Board of Directors. Aligned with IAS's mission to drive trust and transparency across the digital advertising landscape, Gupta will join other industry leaders to guide the strategic direction of Tech Lab's five pillars of innovation, including supply chain diligence. "I look forward to serving alongside the Tech Lab's esteemed Board of Directors to develop standards, initiatives, and products that enable a thriving and vibrant digital media and advertising industry," said Srishti Gupta, CPO at IAS. "Together, we're committed to developing new frameworks and championing their adoption to ensure advertisers can protect their investments through transparent and safe interactions across the supply chain while propelling brand equity and performance." Gupta joined IAS as CPO in September 2024 to lead the company's product strategy, product development, and go-to-market initiatives. Managing a global team of product and data science experts, Gupta is responsible for spearheading solutions that power business outcomes for advertisers. Under her leadership, IAS is building customer-centric products that leverage the company's wealth of data to maximize performance and ad effectiveness. "Srishti brings deep product expertise and a strong track record of collaboration, making her a valuable addition to the Board," said Anthony Katsur, CEO of IAB Tech Lab. "As the industry navigates increasing complexity, it's important that we work together to develop practical, effective solutions. We're glad to have IAS's perspective represented, and we look forward to Srishti's contributions in shaping standards that support a more transparent and efficient digital ecosystem." Previous to her role as CPO at IAS, Gupta served as the Chief Product Officer at Rokt, an e-commerce technology company, and was Director of Ads Measurement at Amazon. About Integral Ad ScienceIntegral Ad Science (IAS) is a leading global media measurement and optimization platform that delivers the industry's most actionable data to drive superior results for the world's largest advertisers, publishers, and media platforms. IAS's software provides comprehensive and enriched data that ensures ads are seen by real people in safe and suitable environments, while improving return on ad spend for advertisers and yield for publishers. Our mission is to be the global benchmark for trust and transparency in digital media quality. For more information, visit About IAB Tech LabEstablished in 2014, the IAB Technology Laboratory (Tech Lab) is a non-profit consortium that engages a member community globally to develop foundational technology and standards that enable growth and trust in the digital media ecosystem. Comprised of digital publishers, ad technology firms, agencies, marketers, and other member companies, IAB Tech Lab focuses on solutions for brand safety and ad fraud; identity, data, and consumer privacy; ad experiences and measurement; and programmatic effectiveness. Its work includes the OpenRTB real-time bidding protocol, anti-fraud specification, Open Measurement SDK for viewability and verification, VAST video specification, and Project Rearc initiative for privacy-centric addressability. Board members/companies are listed at For more information, please visit Media Contactpress@ View original content to download multimedia: SOURCE Integral Ad Science, Inc. Sign in to access your portfolio
