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{{Short description|American advertising business organization}}{{primary sources|date=May 2014}}{{Use mdy dates|date=November 2022}}

factoids

| language = | leader_title = www.iab.com/our-story/, | main_organ = | parent_organization = | affiliations = | num_staff = | num_volunteers = | budget = | website = www.iab.com| remarks = }}The Interactive Advertising Bureau (IAB) is an American advertising business organization that develops industry standards, conducts research, and provides legal support for the online advertising industry. The organization represents many of the most prominent media outlets globally, but mostly in the United States, Canada and Europe.

Structure

The IAB Global Network is made up of 42 international licensee organizations around the world. IAB Europe is a coalition of 27 national IABs across Europe, and over 500 companies. The IAB publishes Mediascope Europe annually, a media consumption study based on over 50,000 consumer interviews.WEB,www.iabeurope.eu/research/mediascope-europe/mediascope-key-findings-2012.aspx, 426.9m Europeans online across 28 markets … from Belgium to Bulgaria, UK to Ukraine - Europeans are more connected than ever before, Interactive Advertising Bureau Europe, 2012, 2012-08-01,www.iabeurope.eu/research/mediascope-europe/mediascope-key-findings-2012.aspx," title="web.archive.org/web/20120716235544www.iabeurope.eu/research/mediascope-europe/mediascope-key-findings-2012.aspx,">web.archive.org/web/20120716235544www.iabeurope.eu/research/mediascope-europe/mediascope-key-findings-2012.aspx, 2012-07-16, dead, The IAB’s organizational model includes four areas: IAB (New Membership Criteria), IAB Education Foundation, IAB Technology Lab and Trustworthy Accountability Group. The Trustworthy Accountability Group is industry-owned whereas the rest are owned by IAB. Display ads are subject to standards established by the IAB.Watkins, Elizabeth Anne WEB,www.cjr.org/tow_center_reports/the-guide-to-advertising-technology.php#citations, Guide to Advertising Technology,web.archive.org/web/20191224182111/https://www.cjr.org/tow_center_reports/the-guide-to-advertising-technology.php#citations, 2019-12-24, Columbia Journalism Review, December 4, 2018,

History

Founded in 1996, the IAB is based in New York City. David Cohen is the chief executive officer (CEO) of the organization.WEB, Our Story,www.iab.com/our-story/, 19 July 2022, iab.com, It has developed a number of interface formats for digital advertising metadata, including the Video Ad Serving Template and Video Player-Ad Interface Definition formats. On February 26, 2012, IAB released IAB Standard Ad Unit Portfolio,WEB,www.iab.net/guidelines/508676/508767/displayguidelines, IAB, IAB - Empowering the Marketing and Media Industries to Thrive in the Digital Economy, 23 March 2018, 9 March 2013,www.iab.net/guidelines/508676/508767/displayguidelines," title="web.archive.org/web/20130309135516www.iab.net/guidelines/508676/508767/displayguidelines,">web.archive.org/web/20130309135516www.iab.net/guidelines/508676/508767/displayguidelines, live, that included detailed information on all display advertising formats.In June 2011, the IAB, in partnership with the ANA Association of National Advertisers and the 4A’s American Association of Advertising Agencies released the Guiding Principles of Digital Measurement. These five principles became the foundation of “Making Measurement Make Sense” (3MS)WEB,www.iab.net/about_the_iab/recent_press_releases/press_release_archive/press_release/pr-061311, IAB, IAB - Empowering the Marketing and Media Industries to Thrive in the Digital Economy, 23 March 2018, 24 September 2015,www.iab.net/about_the_iab/recent_press_releases/press_release_archive/press_release/pr-061311," title="web.archive.org/web/20150924032134www.iab.net/about_the_iab/recent_press_releases/press_release_archive/press_release/pr-061311,">web.archive.org/web/20150924032134www.iab.net/about_the_iab/recent_press_releases/press_release_archive/press_release/pr-061311, live, and created a basis for the advance of viewability metric.WEB, Kate Kaye, provided by,adage.com/article/datadriven-marketing/ana-4as-iab-viewable-impression-data/296903/, ANA, 4As and IAB Declare Victory Over the Click-Through, Want Your Data, adage.com, January 30, 2015, August 6, 2015, August 16, 2015,adage.com/article/datadriven-marketing/ana-4as-iab-viewable-impression-data/296903/," title="web.archive.org/web/20150816094121adage.com/article/datadriven-marketing/ana-4as-iab-viewable-impression-data/296903/,">web.archive.org/web/20150816094121adage.com/article/datadriven-marketing/ana-4as-iab-viewable-impression-data/296903/, live, WEB, Peter Minnium, provided by,marketingland.com/7-principles-making-viewable-impression-work-111492/, 7 Principles For Making The Viewable Impression Work, marketingland.com, January 13, 2015, August 6, 2015, September 5, 2015,marketingland.com/7-principles-making-viewable-impression-work-111492," title="web.archive.org/web/20150905112329marketingland.com/7-principles-making-viewable-impression-work-111492,">web.archive.org/web/20150905112329marketingland.com/7-principles-making-viewable-impression-work-111492, live, The collaboration between ANA, 4A’s, and IAB also resulted in the creation of Trustworthy Accountability Group an initiative that includes members GroupM Interaction, AppNexus, engage:BDR, GumGum and OpenX.WEB,www.mediapost.com/publications/article/274043/bpa-worldwide-extends-tag-certification-to-appnexu.html, BPA Worldwide Extends TAG Certification To AppNexus, Engage:BDR, GumGum And OpenX, www.mediapost.com, 2016-05-22, 2016-05-25,www.mediapost.com/publications/article/274043/bpa-worldwide-extends-tag-certification-to-appnexu.html," title="web.archive.org/web/20160525002331www.mediapost.com/publications/article/274043/bpa-worldwide-extends-tag-certification-to-appnexu.html,">web.archive.org/web/20160525002331www.mediapost.com/publications/article/274043/bpa-worldwide-extends-tag-certification-to-appnexu.html, live, WEB, Harold Furchtgott-Roth, provided by,www.forbes.com/sites/haroldfurchtgottroth/2015/02/10/advertisers-have-a-new-tool-to-avoid-pirate-websites/, Advertisers Have A New Tool To Avoid Pirate Websites, forbes.com, February 10, 2015, August 6, 2015, August 19, 2015,www.forbes.com/sites/haroldfurchtgottroth/2015/02/10/advertisers-have-a-new-tool-to-avoid-pirate-websites/," title="web.archive.org/web/20150819220352www.forbes.com/sites/haroldfurchtgottroth/2015/02/10/advertisers-have-a-new-tool-to-avoid-pirate-websites/,">web.archive.org/web/20150819220352www.forbes.com/sites/haroldfurchtgottroth/2015/02/10/advertisers-have-a-new-tool-to-avoid-pirate-websites/, live, On May 31, 2012, IAB criticized Microsoft for enabling Do Not Track by default in Internet Explorer 10.WEB,www.iab.net/public_policy/InternetExplorer, IAB, May 31, 2012, “Do Not Track” Set to “On” By Default in Internet Explorer 10—IAB Response, March 27, 2013, March 9, 2013,www.iab.net/public_policy/InternetExplorer," title="web.archive.org/web/20130309141521www.iab.net/public_policy/InternetExplorer,">web.archive.org/web/20130309141521www.iab.net/public_policy/InternetExplorer, live, One of the main criticisms of IAB’s response is that tracking should be opt in, not opt out.WEB,adage.com/article/btob/iab-urges-members-ignore-microsoft-s-track-default-setting/287595/, IAB urges members to ignore Microsoft’s do not track default setting, adage.com, October 9, 2012, August 6, 2015, March 4, 2016,adage.com/article/btob/iab-urges-members-ignore-microsoft-s-track-default-setting/287595/," title="web.archive.org/web/20160304123054adage.com/article/btob/iab-urges-members-ignore-microsoft-s-track-default-setting/287595/,">web.archive.org/web/20160304123054adage.com/article/btob/iab-urges-members-ignore-microsoft-s-track-default-setting/287595/, live, On March 12, 2013,WEB,www.iab.net/about_the_iab/recent_press_releases/press_release_archive/press_release/pr-031213, IAB, March 12, 2013, IAB Accuses Mozilla of Undermining American Small Business & Consumers’ Control of Their Privacy with Proposed Changes to Firefox, March 27, 2013, March 15, 2013,www.iab.net/about_the_iab/recent_press_releases/press_release_archive/press_release/pr-031213," title="web.archive.org/web/20130315105653www.iab.net/about_the_iab/recent_press_releases/press_release_archive/press_release/pr-031213,">web.archive.org/web/20130315105653www.iab.net/about_the_iab/recent_press_releases/press_release_archive/press_release/pr-031213, live, IAB launched a campaign against Mozilla for planning to turn on blocking of third party HTTP cookies in version 22 of Firefox.WEB,www.iab.net/mozilla_petition/, IAB, March 12, 2013, an open letter to mozilla corporation, March 27, 2013, March 23, 2013,www.iab.net/mozilla_petition/," title="web.archive.org/web/20130323090638www.iab.net/mozilla_petition/,">web.archive.org/web/20130323090638www.iab.net/mozilla_petition/, live, In July 2013 IAB CEO Randall Rothenberg described Mozilla as “mob rule” and personally attacked specific Mozilla developers for their position on privacy.WEB, John, Ebbert, 2013-07-01, IAB Vs Mozilla: Randall Rothenberg Takes The Gloves Off,www.adexchanger.com/online-advertising/iab-mozilla/, 2021-03-25, AdExchanger, en-US, 2021-03-22,web.archive.org/web/20210322041125/https://www.adexchanger.com/online-advertising/iab-mozilla/, live, The campaign has received significant criticism from online privacy advocates.WEB,www.digiday.com/publishers/the-iabs-cookie-stance-riles-publishers/, Alex Kantrowitz, March 25, 2013, The IAB’s Cookie Stance Riles Publishers, March 27, 2013, March 27, 2013,www.digiday.com/publishers/the-iabs-cookie-stance-riles-publishers/," title="web.archive.org/web/20130327083050www.digiday.com/publishers/the-iabs-cookie-stance-riles-publishers/,">web.archive.org/web/20130327083050www.digiday.com/publishers/the-iabs-cookie-stance-riles-publishers/, live, WEB , WEB,www.phoronix.com/scan.php?page=news_item&px=MTMzNjM, Michael Larabel, March 26, 2013, GTK+ Is Becoming Very Usable With Wayland, September 14, 2016, October 22, 2016,web.archive.org/web/20161022140859/https://www.phoronix.com/scan.php?page=news_item&px=MTMzNjM, live, In January 2016, IAB did not allow the developers of Adblock Plus to attend their event, and refunded the money that Adblock Plus paid. The IAB did not disclose why they did not allow Adblock Plus to attend.WEB, ‘Pretending ad blocking will disappear is a mythology’ – AdBlock Plus on the IAB fallout,www.thedrum.com/opinion/2016/01/22/pretending-ad-blocking-will-disappear-mythology-adblock-plus-iab-fallout, The Drum, 2016-01-29, 2016-01-26,www.thedrum.com/opinion/2016/01/22/pretending-ad-blocking-will-disappear-mythology-adblock-plus-iab-fallout," title="web.archive.org/web/20160126022623www.thedrum.com/opinion/2016/01/22/pretending-ad-blocking-will-disappear-mythology-adblock-plus-iab-fallout,">web.archive.org/web/20160126022623www.thedrum.com/opinion/2016/01/22/pretending-ad-blocking-will-disappear-mythology-adblock-plus-iab-fallout, live, WEB, IAB un-invites Adblock Plus from its annual conference,www.thedrum.com/news/2016/01/15/iab-un-invites-adblock-plus-its-annual-conference, The Drum, 2016-01-29, 2016-01-25,www.thedrum.com/news/2016/01/15/iab-un-invites-adblock-plus-its-annual-conference," title="web.archive.org/web/20160125003508www.thedrum.com/news/2016/01/15/iab-un-invites-adblock-plus-its-annual-conference,">web.archive.org/web/20160125003508www.thedrum.com/news/2016/01/15/iab-un-invites-adblock-plus-its-annual-conference, live, WEB, Interactive Advertising Bureau ‘dis-invites’ Adblock Plus from annual conference,betanews.com/2016/01/15/interactive-advertising-bureau-dis-invites-adblock-plus-from-annual-conference/, BetaNews, 15 January 2016, 2016-01-29, 2016-02-04,betanews.com/2016/01/15/interactive-advertising-bureau-dis-invites-adblock-plus-from-annual-conference/," title="web.archive.org/web/20160204145928betanews.com/2016/01/15/interactive-advertising-bureau-dis-invites-adblock-plus-from-annual-conference/,">web.archive.org/web/20160204145928betanews.com/2016/01/15/interactive-advertising-bureau-dis-invites-adblock-plus-from-annual-conference/, live, WEB, IAB Dis-Invites Adblock Plus From Leadership Confab,www.mediapost.com/publications/article/266788/iab-dis-invites-adblock-plus-from-leadership-confa.html, www.mediapost.com, 2016-01-29, 2016-02-03,www.mediapost.com/publications/article/266788/iab-dis-invites-adblock-plus-from-leadership-confa.html," title="web.archive.org/web/20160203203302www.mediapost.com/publications/article/266788/iab-dis-invites-adblock-plus-from-leadership-confa.html,">web.archive.org/web/20160203203302www.mediapost.com/publications/article/266788/iab-dis-invites-adblock-plus-from-leadership-confa.html, live, In May 2016, Business Insider reported that the IAB leader had, in January, described Adblock Plus as an “unethical, immoral, mendacious coven of tech wannabes” and an “old-fashioned extortion racket.“O’Reilly, Lara “Adblock Plus and The Pirate Bay founder have launched a service to let people pay the online publishers they love the most” {{Webarchive|url=https://web.archive.org/web/20220301082211www.businessinsider.com/adblock-plus-launches-flattr-plus-2016-5 |date=2022-03-01 }} Business Insider; May 3, 2016.In June 2017, IAB finalized its specification for the initial version of an ads.txt standard for publishers to list authorized sellers.WEB,martechtoday.com/ads-txt-finalized-authenticate-verified-digital-advertising-sellers-200247, IAB Tech Lab issues final ads.TXT specs to authenticate verified digital ad sellers, 28 June 2017, 11 July 2018, 11 July 2018,web.archive.org/web/20180711064832/https://martechtoday.com/ads-txt-finalized-authenticate-verified-digital-advertising-sellers-200247, live, In February 2020, IAB formed an industry-wide consortium under ‘Project Rearc’ to find a solution to third-party cookies being blocked.WEB, IAB’s Project Rearc: A Possible Solution To Third-Party Cookie Apocalypse,www.adpushup.com/blog/iabs-project-rearc-a-possible-solution-to-third-party-cookie-apocalypse/, 2020-06-25, 2020-06-20,web.archive.org/web/20200620015438/https://www.adpushup.com/blog/iabs-project-rearc-a-possible-solution-to-third-party-cookie-apocalypse/, live,

Transparency and Consent Framework

In November 2017, IAB Europe announced {{Webarchive|url=https://web.archive.org/web/20180418161053advertisingconsent.eu/iab-europe-presents-industry-consent-mechanism-for-meeting-challenges-under-the-gdpr-and-calls-for-broad-industry-engagement-on-further-development-and-roll-out/ |date=April 18, 2018 }} a technical framework (IAB Europe Transparency and Consent framework, or TCF) intended to “enable websites, advertisers and their ad technology partners” to obtain, record and update consumer consent for their personal data to be processed in line with the upcoming General Data Protection Regulation (GDPR).WEB,advertisingconsent.eu/iab-europe-presents-industry-consent-mechanism-for-meeting-challenges-under-the-gdpr-and-calls-for-broad-industry-engagement-on-further-development-and-roll-out/, IAB Europe presents industry consent mechanism for meeting challenges under the GDPR and calls for broad industry engagement on further development and roll-out – Digital Advertising Consent, advertisingconsent.eu, en, 2018-04-17, 2018-04-18,advertisingconsent.eu/iab-europe-presents-industry-consent-mechanism-for-meeting-challenges-under-the-gdpr-and-calls-for-broad-industry-engagement-on-further-development-and-roll-out/," title="web.archive.org/web/20180418161053advertisingconsent.eu/iab-europe-presents-industry-consent-mechanism-for-meeting-challenges-under-the-gdpr-and-calls-for-broad-industry-engagement-on-further-development-and-roll-out/,">web.archive.org/web/20180418161053advertisingconsent.eu/iab-europe-presents-industry-consent-mechanism-for-meeting-challenges-under-the-gdpr-and-calls-for-broad-industry-engagement-on-further-development-and-roll-out/, live, BOOK, Skiera, Bernd,www.worldcat.org/oclc/1303894344, The impact of the GDPR on the online advertising market, 2022, Klaus Miller, Yuxi Jin, Lennart Kraft, René Laub, Julia Schmitt, 978-3-9824173-0-1, Frankfurt am Main, 1303894344, Actors can join the TCF through paying a membership fee to IAB Europe, and tailor their data usage purposes and organisational data processing policies to the wording and specifications in the framework laid out in the technical standards and the policy terms and conditions agreed with IAB Europe, initially made available to the public in March 2018. Actors who are members of the TCF are listed in the regularly-updated Global Vendor List published by IAB Europe, which is used by all vendors to know which other organisations are technically and contractually bound by the TCF, and to give vendors common ways to refer to each other the standardised Transparency and Consent String that is sent as metadata between actors in the online advertising industry.{{Citation|title=Transparency and Consent Framework|date=2022-02-06|url=https://github.com/InteractiveAdvertisingBureau/GDPR-Transparency-and-Consent-Framework/blob/841f7efaa901c0d6025d662451fc84aaebbb03b4/TCFv2/IAB%20Tech%20Lab%20-%20Consent%20string%20and%20vendor%20list%20formats%20v2.md|publisher=IAB Tech Lab|access-date=2022-02-12|archive-date=2022-02-12|archive-url=https://web.archive.org/web/20220212141302github.com/InteractiveAdvertisingBureau/GDPR-Transparency-and-Consent-Framework/blob/841f7efaa901c0d6025d662451fc84aaebbb03b4/TCFv2/IAB%20Tech%20Lab%20-%20Consent%20string%20and%20vendor%20list%20formats%20v2.md|url-status=live}}In 2019, 12 complaints were filed by NGOs across Europe, including the Panoptykon Foundation, Bits of Freedom, Ligue des droits de l’homme and the Irish Council for Civil Liberties, against IAB Europe in relation to a range of breaches of the GDPR concerning the Transparency and Consent Framework.JOURNAL, Herbrich, Tilman, Niekrenz, Elisabeth, 2021-10-01, Privacy Litigation Against Real-Time Bidding — Data-driven online marketing: Enforcing the GDPR by protecting the rights of individuals under civil law,www.degruyter.com/document/doi/10.9785/cri-2021-220502/html, Computer Law Review International, en, 22, 5, 129–141, 10.9785/cri-2021-220502, 239053710, 2194-4164, 2022-02-12, 2022-02-12,web.archive.org/web/20220212141302/https://www.degruyter.com/document/doi/10.9785/cri-2021-220502/html, live, In February 2022, the Belgian Data Protection Authority released a ruling, approved by the European Data Protection Board and triggered by the complaints above, relating to the data protection compliance of the Transparency and Consent Framework. It found multiple failings of the IAB Europe, fining it 250,000 EUR, and demanding it change a range of aspects of the system to ensure that, among other requirements, consent signals were valid and adhere to, and prohibiting the use of certain legal bases by its members.WEB, Belgian Data Protection Authority, 2 Feb 2022, Decision on the merits 21/2022 of 2 February 2022, Complaint relating to Transparency & Consent Framework (IAB Europe), DOS-2019-01377,www.autoriteprotectiondonnees.be/publications/decision-quant-au-fond-n-21-2022-english.pdf, 12 February 2022, 12 February 2022,web.archive.org/web/20220212141309/https://www.autoriteprotectiondonnees.be/publications/decision-quant-au-fond-n-21-2022-english.pdf, live, Academic commentators have argued that aspects of this decision point to aspects of online advertising that will be structurally difficult or impossible for the TCF alone to fix, even if it does alter, instead requiring fundamental changes in the underlying real-time bidding system.JOURNAL, Veale, Michael, Nouwens, Midas, Santos, Cristiana, 2022-02-09, Impossible Asks: Can the Transparency and Consent Framework Ever Authorise Real-Time Bidding After the Belgian DPA Decision?,techreg.org/article/view/11594, Technology and Regulation, 2022, en, 12–22 Pages, 10.26116/TECHREG.2022.002, 2022-02-12, 2022-02-12,web.archive.org/web/20220212141303/https://techreg.org/article/view/11594, live, IAB Europe states it intends to appeal this ruling.WEB, IAB Europe to Appeal Belgian Data Protection Authority Ruling – IAB Europe,iabeurope.eu/all-news/iab-europe-to-appeal-belgian-data-protection-authority-ruling/, 2022-02-12, en-GB, 2022-02-11,web.archive.org/web/20220211162814/https://iabeurope.eu/all-news/iab-europe-to-appeal-belgian-data-protection-authority-ruling/, live, The Dutch Data Protection Authority shortly after announced separately from the Belgian Data Protection Authority that Dutch agencies should stop using the system provided by IAB Europe.WEB, Toezichthouder: advertentiebranche moet direct stoppen met online volgen bezoeker,fd.nl/tech-en-innovatie/1429434/toezichthouder-advertentiebranche-moet-direct-stoppen-met-online-volgen-bezoeker, 2022-02-12, FD.nl, nl, 2022-02-12,web.archive.org/web/20220212141303/https://fd.nl/tech-en-innovatie/1429434/toezichthouder-advertentiebranche-moet-direct-stoppen-met-online-volgen-bezoeker, live,

See also

• Interactive advertising
• Online advertising
• Display advertising
• Behavioral targeting
• Contextual advertising

References

{{Reflist}}

External links

• IAB Official site
• IAB Europe Official site

{{Authority control}}