IAB Tech Lab

DSPs have been slow to adopt the Tech Lab’s new signal for classifying online video, causing confusion about which placement signal should be prioritized.

The first half of this decade has left publishers reeling from a pandemic jab and an AI uppercut that rearranged our reality and knocked us to our knees. Here’s how pubs and their ad tech partners can punch back in the years ahead.

A new storyline is emerging around curation, one in which publishers feel they’ve lost out to middlemen on yet another opportunity to monetize their audiences.

Starting on February 16, Google said it will no longer prohibit fingerprinting for companies that use its advertising products. Oh, how times have changed.

2024’s most popular guest columns offer a snapshot of an industry in flux – and one that’s grown cynical due to repeated promises of unrealized change.

The IAB Tech Lab is officially rebranding its Seller Defined Audiences spec as “Curated Audiences” to spur adoption in response to this year’s sell-side curation trend.

Curation is a reaction to programmatic’s worsening queries-per-second problem, says Permutive’s Joe Root. DSPs are biased toward impressions that have an identifier attached, so SSPs are using curated deal IDs as a stand-in for third-party cookies.

Forget cookieless. Now it’s time for ID-less solutions. No doubt you’ve heard someone drop that buzzword in a conversation recently. But what are they, exactly?

The Justice Department will ask Judge Amit Mehta, who ruled in August that Google operates a search monopoly, to require Google to sell Chrome. Plus, the ad tech wants the IAB Tech Lab to roll out curation standards.

Solutions that fundamentally address the issues curation attempts to solve already exist. The problem is that none of these solutions have been adopted by the buy side.