Advertising Industry Standards & Advocacy · Industry Association & Standards Body
IAB Tech Lab
Non-profit digital advertising standards and interoperability consortium.
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Profile record updated:
Company facts
- Official name
- IAB Technology Laboratory, Inc.
- Entity type
- COMPANY
- Founded
- 2014
- Headquarters
- New York City, United States
- Company size
- 10–49
- Market cluster / sector
- Advertising Industry Standards & Advocacy
- Market role
- Industry Association & Standards Body
- Official website
- iabtechlab.com
What IAB Tech Lab does
IAB Tech Lab convenes industry participants to define and maintain shared technical specifications, implementation frameworks and compliance programmes. It creates value by reducing interoperability friction across advertising systems and establishing common infrastructure rules. Revenue supports this mission through the consortium’s membership-linked funding model and standards-related programmes and services.
Category differentiation
IAB Tech Lab is an independent non-profit technical standards consortium, not the wider IAB trade association itself and not a commercial DSP, SSP or ad network.
Strategic context
AI-supported assessment from the existing company research; distinguish interpretation from sourced facts.
IAB Technology Laboratory, Inc., trading as IAB Tech Lab, is a United States non-profit consortium founded in 2014. It develops technical standards, specifications, software tools, compliance programmes and interoperability frameworks for the digital media and advertising ecosystem. It is governed by an independent board and is led by Chief Executive Officer Anthony Katsur. Its participants are digital advertising and media companies, including IAB General Members in the United States, which automatically receive IAB Tech Lab membership. The organisation generates funding through its membership-based industry model and related standards, programme and service activity; it reported $10.5 million of total revenue in 2025.
Company news briefing
Briefing updated:
IAB Tech Lab has advanced several key standardisation and infrastructure frameworks across the digital advertising ecosystem. Recent initiatives include introducing the AAMP 3.0 specification featuring OpenProposal to streamline agentic advertising workflows, alongside updates to its Privacy Standards Portfolio such as the Global Privacy Protocol and Data Deletion Request Framework v2.0. Additionally, the industry is increasingly rallying behind the organisation's Trusted Server Framework to support server-side infrastructure migrations in response to recent browser tracking restrictions.
Business model & monetisation
IAB Tech Lab uses a membership-linked non-profit funding model, supplemented by standards, compliance-programme and service-related income. United States IAB General Members automatically receive IAB Tech Lab membership. The organisation reported $10.5 million in total revenue for 2025.
- Membership-linked funding
- Service Fee
- Standards, compliance programmes and services
- Service Fee
Products & capabilities
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Nonprofit trade body setting AdCP standards for agentic advertising.
Digital advertising trade body for membership, events, education and standards.
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Recent recorded signals
Dates refer to the source publication. Older entries are historical context, not evidence of a new event.
Sigma Software CEO Joins IAB Tech Lab Board
Agentic Advertising & Standards · Recorded impact score: 2/5
Sigma Software announced on 27 August 2026 that its CEO, Katherine Tuluzova, has been appointed to the IAB Tech Lab Board of Directors. IAB Tech Lab is the industry standards body that maintains digital advertising specifications (e.g., OpenRTB, AdCOM, VAST, ads.txt). Tuluzova joins as the organisation expands into agentic advertising and the Agentic Advertising Management Protocols (AAMP). Tuluzova became CEO of Sigma Software in 2025 and also chairs Prebid's LLM & Publisher Monetisation Task Force. IAB Tech Lab CEO Anthony Katsur highlighted her engineering and implementation experience as valuable for standards that must be implementable by engineering teams.
- On 27 August 2026, Sigma Software announced Katherine Tuluzova was appointed to the IAB Tech Lab Board of Directors.
- IAB Tech Lab develops and maintains digital advertising specifications such as OpenRTB, AdCOM, VAST, ads.txt, sellers.json and the Global Privacy Platform.
OpenX CTO Joel Meyer Named Prebid.org Chairman
Header Bidding · Recorded impact score: 3/5
Prebid.org has appointed OpenX CTO Joel Meyer as its new chairman after he served as interim chair following recent leadership departures. In May, Prebid’s president Mike Racic, chairman Garett McGrath and product director Christian Janelli left the organization. Meyer, a board member since 2023 who also sits on the IAB Tech Lab board, said his immediate priority is hiring a new Prebid president ahead of the Prebid Summit on October 13. Prebid is focusing on helping publishers navigate revenue and traffic declines driven by AI search and new agentic ad-selling tools, while remaining protocol-agnostic and supporting standards such as AgenticAdvertising.org’s AdCP. Meyer emphasized maintaining Prebid’s open-source, neutral role to preserve transparency and collaboration across buyers and sellers as the programmatic ecosystem adapts to agentic and LLM-driven changes.
- Joel Meyer, OpenX CTO, was appointed chairman of Prebid.org after serving as interim chair.
- In May, Prebid’s president Mike Racic, chairman Garett McGrath, and director of product management Christian Janelli left the organization.
IAB developing framework for AI ad measurement
Measurement & Attribution · Recorded impact score: 4/5
The IAB is developing a framework to measure AI's influence on consumer conversions, set for release on November 12. The framework classifies how AI impacts purchase decisions and attributes conversions to AI touchpoints, including when ads weren't directly served to AI agents. Led by VP of AI Caroline Giegerich and informed by an undisclosed working group of tech companies, publishers, agencies, measurement vendors, and brands, the effort builds on IAB's August 'Measuring Visibility in the AI Era' guideline and complements IAB Tech Lab's Agentic Advertising Management Protocols (AAMP). Key challenges include data access from platforms like OpenAI, Google, and Anthropic, and debates over signal control. Industry data underscores urgency: Adobe reported a 393% year-over-year surge in AI-sourced traffic, while a Koddi study found 80% of German commerce media executives want better measurement tools for AI-agent shopping journeys.
- IAB to publish AI attribution framework on Nov 12, led by Caroline Giegerich with an undisclosed working group.
- The framework classifies AI influence on purchase decisions and attributes conversions to AI touchpoints, including cases where ads were not directly served to AI agents.
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Questions about IAB Tech Lab
What is IAB Tech Lab?
IAB Tech Lab is a non-profit consortium that develops technical standards, tools and frameworks for digital media and advertising.
Who uses IAB Tech Lab?
Its participants include publishers, platforms, advertisers, agencies, ad-tech vendors, data providers and United States IAB General Members.
How does IAB Tech Lab make money?
It is funded through a membership-linked model and income from standards, compliance programmes and related services.
Sources & coverage
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11 publicly documented primary sources and citations linked across the market graph.
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