IAB vs IAB Tech Lab

Just Released! Amplifying Audio's Impact in MMM

IAB has released a new guide titled 'Amplifying Audio's Impact in MMM' as part of its guidelines section.

IAB developing framework for AI ad measurement

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.
• It extends IAB's 'Measuring Visibility in the AI Era' guideline from August and complements IAB Tech Lab's AAMP.

Sigma Software CEO Joins IAB Tech Lab Board

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.
• IAB Tech Lab is expanding its standards work into agentic advertising via AAMP (Agentic Advertising Management Protocols).

OpenX CTO Joel Meyer Named Prebid.org Chairman

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.
• Prebid aims to hire a new president in time for the Prebid Summit in New York on October 13, 2026.