IAB Tech Lab launches Open Source Initiative

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 29, 2021, 6:01 PM UTC

This new initiative aims to improve transparency and collaboration across the advertising sector.

Unlike existing open source initiatives, IAB Tech Lab’s Open Source Initiative is an industry effort. IAB Tech Lab Architecture – composed of Extreme Reach, GroupM, GumGum, Oracle, Tapad and The Trade Desk – will govern this initiative.

IAB Tech Lab claims the initiative will provide actual standards and implementation, which can be directly integrated. Along with providing samples and references to help advertisers better understand practices for implementation, IAB Tech Lab will also provide tools that can be helpful in deploying standards.

The engineering teams at Google, The Trade Desk, Index Exchange and Zefr will contribute to the initial code of this initiative. IAB Tech Lab’s Chairperson Neal Richter said, “The Open Source Initiative provides an opportunity to enhance collaboration and increase more adoption of standards and software solutions to help support the advertising industry needs.”

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