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Interactive Advertising Bureau
TypeTrade Association
Legal statusNonprofit
HeadquartersNew York City, USA
Region served
LeaderRandall Rothenberg[2]

The Interactive Advertising Bureau (IAB) is an advertising business organization that develops industry standards, conducts research, and provides legal support for the online advertising industry. The organization represents many of the most prominent media outlets globally, but mostly in the United States, Canada and Europe.


The IAB Global Network is made up of 42 international licensee organizations around the world. IAB Europe is a coalition of 27 national IABs across Europe, and over 500 companies. The IAB publishes Mediascope Europe annually, a media consumption study based on over 50,000 consumer interviews.[3]

The IAB's organizational model includes four areas: IAB (New Membership Criteria), IAB Education Foundation, IAB Technology Lab and Trustworthy Accountability Group. The Trustworthy Accountability Group is industry-owned whereas the rest are owned by IAB. Display ads are subject to standards established by the IAB.[4]


Founded in 1996, the IAB is based in New York City. Randall Rothenberg is the Chief Executive Officer (CEO) of the organization, Patrick Dolan is the President.[5]

It has developed a number of interface formats for digital advertising metadata, including the Video Ad Serving Template and Video Player-Ad Interface Definition formats. On February 26, 2012, IAB released IAB Standard Ad Unit Portfolio,[6] that included detailed information on all display advertising formats.

In June 2011, the IAB, in partnership with the ANA Association of National Advertisers and the 4A's American Association of Advertising Agencies released the Guiding Principles of Digital Measurement. These five principles became the foundation of "Making Measurement Make Sense" (3MS)[7] and created a basis for the advance of viewability metric.[8] [9] The collaboration between ANA, 4A's, and IAB also resulted in the creation of Trustworthy Accountability Group an initiative that includes members GroupM Interaction, AppNexus, engage:BDR, GumGum and OpenX.[10][11]

On May 31, 2012, IAB criticized Microsoft for enabling Do Not Track by default in Internet Explorer 10.[12] One of the main criticisms of IAB's response is that tracking should be opt in, not opt out.[13]

On March 12, 2013,[14] IAB launched a campaign against Mozilla for planning to turn on blocking of third party HTTP cookies in version 22 of Firefox.[15] In July 2013 IAB CEO Randall Rothenberg described Mozilla as "mob rule" and personally attacked specific Mozilla developers for their position on privacy.[16] The campaign has received significant criticism from online privacy advocates.[17][18][19]

In January 2016, IAB did not allow the developers of Adblock Plus to attend their event, and refunded the money that Adblock Plus paid. The IAB did not disclose why they did not allow Adblock Plus to attend.[20][21][22][23] In May 2016, Business Insider reported that the IAB leader had, in January, described Adblock Plus as an "unethical, immoral, mendacious coven of tech wannabes" and an "old-fashioned extortion racket."[24]

In June 2017, IAB finalized its specification for the initial version of an ads.txt standard for publishers to list authorized sellers.[25]

In November 2017, IAB Europe announced an open-standard technical framework (IAB Europe Transparency and Consent framework) intended to “enable websites, advertisers and their ad technology partners” to obtain, record and update consumer consent for their personal data to be processed in line with the upcoming General Data Protection Regulation (GDPR).[26] Technical and policy details of the framework were made available for public content in March 2018.

In February 2020, IAB formed a industry-wide consortium under 'Project Rearc' to find a solution to third-party cookies being blocked.[27]

See also


  1. ^ Dengler, Brian (17 January 2012). "IAB Counsel: Push to Regulate Online Ads May Lose Traction". Street Fight. Retrieved 24 January 2012.
  2. ^ "Campaign launched to teach consumers about ad-stalking". The Register. 24 January 2012. Retrieved 24 January 2012.
  3. ^ "Archived copy". Archived from the original on 2012-07-16. Retrieved 2012-08-01.CS1 maint: archived copy as title (link)
  4. ^ Watkins, Elizabeth Anne "Guide to Advertising Technology" Columbia Journalism Review Dec. 4, 2018.
  5. ^ "IAB Names Patrick Dolan President & Appoints Anna Bager Executive Vice President of Industry Initiatives". Retrieved 23 March 2018.
  6. ^ "IAB". IAB - Empowering the Marketing and Media Industries to Thrive in the Digital Economy. Retrieved 23 March 2018.
  7. ^ "IAB". IAB - Empowering the Marketing and Media Industries to Thrive in the Digital Economy. Retrieved 23 March 2018.
  8. ^ Kate Kaye, provided by (January 30, 2015). "ANA, 4As and IAB Declare Victory Over the Click-Through, Want Your Data". Retrieved August 6, 2015.
  9. ^ Peter Minnium, provided by (January 13, 2015). "7 Principles For Making The Viewable Impression Work". Retrieved August 6, 2015.
  10. ^ "BPA Worldwide Extends TAG Certification To AppNexus, Engage:BDR, GumGum And OpenX". Retrieved 2016-05-22.
  11. ^ Harold Furchtgott-Roth, provided by (February 10, 2015). "Advertisers Have A New Tool To Avoid Pirate Websites". Retrieved August 6, 2015.
  12. ^ IAB (May 31, 2012). ""Do Not Track" Set to "On" By Default in Internet Explorer 10—IAB Response".
  13. ^ "IAB urges members to ignore Microsoft's do not track default setting". October 9, 2012. Retrieved August 6, 2015.
  14. ^ IAB (March 12, 2013). "IAB Accuses Mozilla of Undermining American Small Business & Consumers' Control of Their Privacy with Proposed Changes to Firefox".
  15. ^ IAB (March 12, 2013). "an open letter to mozilla corporation".
  16. ^ Monday, John Ebbert //; July 1st; Am, 2013-10:19 (2013-07-01). "IAB Vs Mozilla: Randall Rothenberg Takes The Gloves Off". AdExchanger. Retrieved 2021-03-25.CS1 maint: numeric names: authors list (link)
  17. ^ Alex Kantrowitz (March 25, 2013). "The IAB's Cookie Stance Riles Publishers".
  18. ^ Glyn Moody (March 6, 2013). "Is Mozilla "Undermining the Openness of the Internet"?". Archived from the original on March 10, 2013. Retrieved March 27, 2013.
  19. ^ Michael Larabel (March 26, 2013). "GTK+ Is Becoming Very Usable With Wayland".
  20. ^ "'Pretending ad blocking will disappear is a mythology' – AdBlock Plus on the IAB fallout". The Drum. Retrieved 2016-01-29.
  21. ^ "IAB un-invites Adblock Plus from its annual conference". The Drum. Retrieved 2016-01-29.
  22. ^ "Interactive Advertising Bureau 'dis-invites' Adblock Plus from annual conference". BetaNews. 15 January 2016. Retrieved 2016-01-29.
  23. ^ "IAB Dis-Invites Adblock Plus From Leadership Confab". Retrieved 2016-01-29.
  24. ^ O'Reilly, Lara "Adblock Plus and The Pirate Bay founder have launched a service to let people pay the online publishers they love the most" Business Insider; May 3, 2016.
  25. ^ "IAB Tech Lab issues final ads.TXT specs to authenticate verified digital ad sellers". 28 June 2017.
  26. ^ "IAB Europe presents industry consent mechanism for meeting challenges under the GDPR and calls for broad industry engagement on further development and roll-out – Digital Advertising Consent". Retrieved 2018-04-17.
  27. ^ "IAB's Project Rearc: A Possible Solution To Third-Party Cookie Apocalypse".