What's New

IAB on Ad Blocking

The digital marketing and media industry regularly confronts fresh adversaries eager to intercept the flow of ad dollars, often to the disadvantage of consumer choice. Ad blocking is the latest crisis du jour, a potentially existential threat to the industry. To combat it effectively, it's essential to distinguish ad blocking's two sources -- and their significance.

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IAB on Building Brands In Digital

IAB is engaged in a sustained effort to spur greater creativity in interactive advertising and speed adoption of new brand-friendly ad formats. Initiatives such as the IAB Ad Unit Portfolio and Brand New Ideas: IAB Content Studio Showcase are driving a creative transformation of the interactive advertising space to boost marketers’ confidence that they can successfully build brands online.

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IAB on Data

Data is essential to the evolution of digital advertising. Data allows the kind of dynamic, customized experiences that people expect online, and in an era of growing accountability, data allows publishers to create better experiences for their consumers, lets advertisers create stronger relationships with their customers, and permits all parties to better track progress.

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There is no question that digital video is garnering major consumer attention and that brands want to be a part of the experience. In order to fulfill digital video’s long-term promise of delivering powerful brand advertising at scale, IAB is devoted to the advancement of the digital video medium in the global marketplace. Together with its member companies and in cooperation with the IAB Technology Laboratory, the IAB Digital Video Center produces technical standards, research, and thought leadership critical to the field, while identifying emergent best practices in the fast growing arena of digital video.

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IAB Ad Revenue Report

The IAB Internet Advertising Revenue Report is the industry benchmark for the health of the digital advertising ecosystem. The results reported are considered the most accurate measurement of internet/online advertising revenues since the data is compiled directly from information supplied by companies selling advertising online.

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IAB on Measurement, Viewability and 3MS

The ground-breaking Making Measurement Make Sense (3MS) initiative has one goal—to provide better metrics in digital for brands, agencies, and publishers. Founded by the 4A’s, ANA, and IAB, and administered by the Media Rating Council (MRC), 3MS will revolutionize the way digital media is measured, planned, and transacted across the advertising industry in order to make it a more valuable medium for everyone involved in brand advertising.

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IAB on Mobile

The growth in the space has been dizzying—and IAB is best positioned to bring the same supply chain discipline to the mobile marketing sector that it has done for the broader digital advertising space for nearly 20 years. Through the IAB Mobile Marketing Center of Excellence, IAB devotes resources to market and consumer research, mobile advertising case studies, executive training and education, supply chain standardization, creative showcases and best practice identification.

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IAB on Native Advertising

Native has become a hot topic in the advertising marketplace, but for the practice to flourish further, it needs consensus on definitions and structure. Marketers are embracing native strategies and publishers are looking for a roadmap that will allow them to take full advantage of the trend. The IAB Native Advertising Task Force is focused on evaluating the value and potential of the emerging native advertising space.

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IAB on Programmatic

Over the last several years, publishers and advertisers have increasingly adopted programmatic buying and selling of digital inventory into their media strategies. Programmatic’s share of total internet advertising was $10.1 billion in 2014, comprising 20 percent of last year’s overall internet advertising revenues ($49.5 billion) according to the IAB Programmatic Revenue Report. Through its Programmatic Council, IAB aims to bring together all players in the programmatic space to discuss and advance the key business issues in the evolving programmatic marketplace.

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IAB on Traffic Fraud

Criminal activity threatens to erode trust in the digital ecosystem. Quality, original content is not sufficiently protected against the threats of fraudulent traffic, malware attacks, and IP piracy, and publishers, marketers and agencies stand together to combat these dangerous forces as a unified entity. In response, the 4A’s, ANA, and IAB created the Trustworthy Accountability Group (TAG). TAG is a first-of-its-kind cross-industry accountability program to create transparency in the business relationships and transactions that undergird the digital ad industry, while continuing to enable the astonishing levels of innovation that have propelled digital advertising into the largest ad medium in the United States.

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Our Organizations

To deliver on our mission to empower the media and marketing industries to thrive in the digital economy, IAB created the following organizations to focus on these growing areas:

The IAB Technology Laboratory (IAB Tech Lab) is a nonprofit research and development consortium charged with producing and helping companies implement global industry technical standards and solutions for the digital media and advertising industries. The goal of the IAB Tech Lab is to reduce friction associated with the digital advertising and marketing supply chain while contributing … Continued

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The IAB Education Foundation is dedicated to increasing racial, gender, economic, and cultural diversity as well as closing the skills gap in the digital media and advertising industries. The Foundation has launched a dedicated initiative, called iDiverse, to promote diversity in the workforce through training, mentoring, recruiting, interviewing and placement services. The iDiverse initiative is uniquely … Continued

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The IAB Global Network brings together 44 national IABs and one regional organization in Europe to share challenges, develop global solutions and advance the digital advertising industry worldwide. IABs are located in North America, South America, Africa, Asia Pacific and Europe. Each association is independently owned and operated, functioning under bylaws consonant with local market needs to further the best interests of … Continued

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The Mobile Marketing Center of Excellence, an independently funded and staffed unit inside the IAB, is charged with empowering the media and marketing industries to thrive in a “mobile-always” world and in an increasingly “direct brand economy,” where user experience and consumer relationships are at the heart of modern day marketing and a significant driver … Continued

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IAB Video Center is devoted to the advancement of the digital video medium in the global marketplace. Its mission is to simplify the video supply chain, provide best practices and education for brands, agencies, and media companies to drive continued growth through the evolving convergence of television and digital video across devices, from Advanced TV (including … Continued

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The IAB Data Center of Excellence is an independently funded and staffed unit within IAB, founded to enhance existing IAB resources and to drive the “data agenda” for the digital media, marketing, and advertising industry. IAB Data’s mission is to define boundaries, reduce friction, and increase value along the data chain, for consumers, marketers, and … Continued

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“ IAB empowers the media and marketing industries to thrive in the digital economy. ”

IAB Enduring Priorities:

  • Trustworthy Digital Supply Chain
  • Making Measurement Make Sense
  • Publisher Transformation
  • Building Brands Digitally
  • Putting Users First
Learn More about IAB Priorities