IAB Tech Lab Launches Transparency Center to Combat Digital Ad Fraud, Enable Accountability & Compliance

IAB Tech Lab today introduced its Tech Lab Transparency Center (Transparency Center). Its goal is to provide a resource that makes it easy for digital advertising participants — buyers, sellers and ad tech companies — to see which standards media partners have implemented, their level of compliance, certification program results and more. This, it says, will help ensure a safe, privacy-centric ad experience for consumers.

Anthony Katsur, CEO, IAB Tech Lab, says: “The Transparency Center has been designed and built to provide a single source of truth that ensures a safe and reliable transaction between buyer and seller. This is the first iteration and it will continue to evolve and grow over time, and add more programs and resources to serve the entire advertising ecosystem.

“Ultimately we aim to have buyers and sellers leverage the Transparency Center to ensure that they are working with responsible partners that utilize standards to combat fraud and enable privacy-compliant ad targeting in a cookie-less ecosystem,” Katsur adds.

The IAB Tech Lab Transparency Center will initially include the following components:

  • Supply Chain Validationwill now reside within the Transparency Center. It aggregates metadata about the supply chain, including ads.txt (authorized digital sellers), sellers.json, as well as other supply chain management tools
  • Global Industry Compliance Registry,which provides detailed industry compliance and certification status of supply chain partners around the world
  • Advertising System Aggregation,which identifies information about supply chain partners across different advertising systems as well as their business classification

Tim Elkington, chief digital officer, IAB UK, says: “To improve transparency within our industry, we need a global and coordinated effort that complements how advertisers work — across different markets and continents. This is why we are providing information regarding companies that have qualified for the Gold Standard as part Tech Lab’s Global Compliance Registry. We look forward to working with Tech Lab and the Transparency Center to build on progress to date and create a more mutually-supportive, transparent, sustainable digital ecosystem.”

“Until now, it was nearly impossible to find comprehensive information about a seller or the companies they work with,” said Tara Ibach, lead technical solutions consultant, MoPub. “We believe the IAB Tech Lab Transparency Center will provide publishers with even more confidence in their partners and increase their ability to grow with confidence.”

BRAND CONNECTIONS

The IAB Tech Lab says its Transparency Center is part of an ongoing push to increase visibility and cross-industry collaboration and compliance within digital advertising. It will continue to expand over time to offer more programs and resources. The Transparency Center launched on the heels of the IAB Tech Lab’s Open Source Initiative, which makes all open source projects and code available in one place.


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