IAB Debuts Industry Standards Compliance Program

In the US, the IAB's Tech Lab has launched a compliance program, to audit and officially validate companies' use of industry standards for digital advertising, including its measurement.

The Lab is tasked with producing global technical standards and solutions for digital media, and helping companies to implement them. It also runs an initiative for building technology to measure video ad viewability in line with the Media Rating Council's viewable impression standard.

The new 'IAB Technology Compliance Program' will verify deployment of the OpenRTB (real-time bidding project, VAST (video ad serving template) and VPAID (video player ad-serving interface definition) standards. The MRAID (mobile rich media ad interface definitions) standard will be added in the coming months. Companies that pass inspection will be given a 'seal of approval' as proof to clients, partners, and the 'ecosystem' at large that they uphold global standards promoting transparency and compatibility. Organizations that receive this seal will be encouraged to feature it on marketing materials, web sites, and in terms and conditions language in proposals, while the IAB Tech Lab will feature compliant companies in a future public database.

Alanna Gombert (pictured), IAB Tech Lab General Manager, comments: 'Gaining compliance will serve as a testament to an organization's commitment to driving efficiencies for their customers, partners, and the entire digital landscape. Moreover, by ensuring a common framework and set of global standards, companies will be able to spend more time focusing on innovation rather than integration challenges'.

Web sites: www.iab.com and www.iabtechlab.com .