Interactive Advertising Bureau

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Interactive Advertising Bureau
IAB - Interactive Advertising Bureau.gif
Formation 1996
Type Trade Association
Legal status Non-Profit
Headquarters New York, NY
Region served
600+ [1]
Leader Randall 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 a large number of the most prominent media outlets globally, but mostly in the United States and in Europe.


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 Mike Zaneis are the Executive Vice Presidents.[3]

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.[4]

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,[5] 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)[6] and created a basis for the advance of viewability metric.[7] [8] The collaboration between ANA, 4A’s, and IAB also resulted in the creation of Trustworthy Accountability Group — an initiative aimed to address the issue of advertising on pirate websites. GroupM Interaction is one more member of this initiative.[9]


IAB has six core objectives:

  • Fend off adverse legislation and regulation
  • Coalesce around market-making measurement guidelines and creative standards
  • Create common ground with customers to reduce costly friction in the supply chain
  • Share best practices that foster industry-wide growth
  • Generate industry-wide research and thought leadership that solidifies Interactive as a mainstream medium
  • Create countervailing force to balance power of other media, marketing, and agency trade groups


On the 31st of May 2012 IAB criticized Microsoft for enabling Do Not Track by default in Internet Explorer 10.[10] One of the main criticisms of IAB's response is that tracking should be opt in, not opt out.[11]

On the 12th of March 2013[12] IAB launched a campaign against Mozilla for planning to turn on blocking of 3rd party HTTP cookies in version 22 of Firefox.[13] The campaign has received significant criticism from online privacy advocates.[14] [15]


See also[edit]


  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. ^
  4. ^
  5. ^
  6. ^
  7. ^ Kate Kaye, provided by (January 30, 2015). "ANA, 4As and IAB Declare Victory Over the Click-Through, Want Your Data". Retrieved August 6, 2015. 
  8. ^ Peter Minnium, provided by (January 13, 2015). "7 Principles For Making The Viewable Impression Work". Retrieved August 6, 2015. 
  9. ^ Harold Furchtgott-Roth, provided by (February 10, 2015). "Advertisers Have A New Tool To Avoid Pirate Websites". Retrieved August 6, 2015. 
  10. ^ IAB (May 31, 2012). ""Do Not Track" Set to "On" By Default in Internet Explorer 10—IAB Response". 
  11. ^ "IAB urges members to ignore Microsoft's do not track default setting". October 9, 2012. Retrieved August 6, 2015. 
  12. ^ IAB (March 12, 2013). "IAB Accuses Mozilla of Undermining American Small Business & Consumers’ Control of Their Privacy with Proposed Changes to Firefox". 
  13. ^ IAB (March 12, 2013). "an open letter to mozilla corporation". 
  14. ^ Alex Kantrowitz (March 25, 2013). "The IAB’s Cookie Stance Riles Publishers". 
  15. ^ Glyn Moody (March 6, 2013). "Is Mozilla "Undermining the Openness of the Internet"?". 
  16. ^ Michael Larabel (March 26, 2013). "GTK+ Is Becoming Very Usable With Wayland". 

External links[edit]