Interactive Advertising Bureau

Interactive Advertising Bureau
Formation 1996
Type Trade Association
Legal status Non-Profit
Headquarters New York, NY
Region served
Global
Membership
600+ [1]
Leader Randall Rothenberg [2]
Website www.iab.net

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 a large number of the most prominent media outlets globally, but mostly in the United States and in Europe.

Background

Founded in 1996, the IAB is based in New York City. Randall Rothenberg is the President and Chief Executive Officer (CEO) of the organization. Patrick Dolan, David Doty, and Dave Grimaldi [3] are the Executive Vice Presidents.[4]

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 5500 companies. They publish annually Mediascope Europe, a media consumption research to over 50,000 consumer interviews.[5]

To deliver on their 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: IAB Tech Lab, IAB Education Foundation, IAB Global Network, IAB Mobile Marketing Center of Excellence, IAB Digital Video Center of Excellence, and the IAB Data Center of Excellence.

The IAB 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.

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 [10] AppNexus, engage:BDR, GumGum and openX.[11]

Controversy

On the 31st of May 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 the 12th of March 2013[14] IAB launched a campaign against Mozilla for planning to turn on blocking of 3rd party HTTP cookies in version 22 of Firefox.[15] IAB felt this would have a very adverse effect on Small Publishers who depend on ad networks for revenue, harming the diversity of content choices on the web. The campaign has received significant criticism from online privacy advocates.[16] [17]

[18]

In January, 2016 the Interactive Advertising Bureau did not allow Adblock Plus to attend their event and refunded the money that Adblock plus paid. The IAB did not disclose directly to Adblock Plus why they did not allow them to attend their event[18][19][20][21] At the event, IAB President & CEO Randall Rothenberg stated that for-profit ad blockers who ask for payments from publishers to allow their ads to be served (also known as whitelisting) is a form of extortion.

See also

References

  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. ↑ Press Release. "Dave Grimaldi Appointed IAB Executive Vice President, Public Policy, to Lead Organization's Efforts in Washington". Reuters.
  4. ↑ http://www.iab.net/about_the_iab/iab_staff
  5. ↑ http://www.iabeurope.eu/research/mediascope-europe/mediascope-key-findings-2012.aspx
  6. ↑ http://www.iab.net/guidelines/508676/508767/displayguidelines
  7. ↑ http://www.iab.net/about_the_iab/recent_press_releases/press_release_archive/press_release/pr-061311
  8. ↑ Kate Kaye, provided by (January 30, 2015). "ANA, 4As and IAB Declare Victory Over the Click-Through, Want Your Data". adage.com. Retrieved August 6, 2015.
  9. ↑ Peter Minnium, provided by (January 13, 2015). "7 Principles For Making The Viewable Impression Work". marketingland.com. Retrieved August 6, 2015.
  10. ↑ Harold Furchtgott-Roth, provided by (February 10, 2015). "Advertisers Have A New Tool To Avoid Pirate Websites". forbes.com. Retrieved August 6, 2015.
  11. ↑ "BPA Worldwide Extends TAG Certification To AppNexus, Engage:BDR, GumGum And OpenX". www.mediapost.com. Retrieved 2016-05-22.
  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". adage.com. 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. ↑ Alex Kantrowitz (March 25, 2013). "The IAB's Cookie Stance Riles Publishers".
  17. ↑ Glyn Moody (March 6, 2013). "Is Mozilla "Undermining the Openness of the Internet"?".
  18. ↑ Michael Larabel (March 26, 2013). "GTK+ Is Becoming Very Usable With Wayland".
  19. ↑ "'Pretending ad blocking will disappear is a mythology' – AdBlock Plus on the IAB fallout". The Drum. Retrieved 2016-01-29.
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