Today, IAB Tech Lab, the global digital advertising technical standards-setting body, announced new Attributes to describe live content and a new Substitution Macro in OpenRTB for public comment ...

The updates aim to provide better transparency for programmatic advertising on live and near-live CTV programming ...

A new IAB Tech Lab group is working on ground rules for the very unruly $200 billion programmatic ad market. Godspeed!

The Dynamic Traffic Engine, an open-source tool, is geared toward optimizing bid requests and reducing programmatic waste.

NEW YORK, Jan. 6, 2026 /PRNewswire/ -- IAB Tech Lab, the global digital advertising technical standard-setting body, today announced the release of its Agentic Roadmap, outlining how the industry can ...

IAB Tech Lab has created a new industry body designed to bring together media buyers, media owners, and ad-tech platforms to ...

NEW YORK, April 7, 2026 /PRNewswire/ -- Today, IAB Tech Lab, the global digital advertising technical standards-setting body, announced that PMG has integrated Alli, its proprietary operating system, ...

NEW YORK, March 10, 2026 /PRNewswire/ -- IAB Tech Lab, the global digital advertising technical standard-setting body, today announced the release of the CoMP (Content Monetization Protocol) ...

Today, IAB Tech Lab, the global digital advertising technical standards-setting body, spotlighted its Live Event Ad Playbook, which includes the new Concurrent Streams API specification aimed at ...

IAB Tech Lab has developed a Live Event Ad Playbook with leadership at Amazon, FreeWheel, Index Exchange, and NBCUniversal. The companies formed a working group to create standards and best practices ...