IAB Tech Lab Turns 10 Years Old; Unveils 2024 Priorities & Roadmap

IAB Tech Lab, the global digital advertising technical standard-setting body, unveiled its key priorities and roadmap for 2024. The roadmap addresses crucial pain points and challenges, ensuring the industry is aware and actively engaged in evolving digital advertising standards.

The 2024 roadmap identifies colossal shifts in digital advertising, happening simultaneously in the form of critical browser and platform changes, ongoing privacy regulation globally, accelerated growth in streaming (CTV), combined with the convergence of CTV and linear television, and cross-environment measurement challenges in an ever-expanding environment of signal loss.

“The digital advertising industry is standing on the precipice of profound change,” said Anthony Katsur, CEO of IAB Tech Lab. “The specifications we’ve outlined don’t just reflect anticipated shifts – they’re a clarion call for industry adaptation and resilience. We’re dedicated to championing collaboration and embrace this critical year as an opportunity to shape a more adaptive and ethically sound future for digital advertising.”

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IAB Tech Lab’s Product Roadmap showcases its top priorities as developed by its global members and approved by the Board of Directors, comprised of industry leaders from over thirty leading ad tech, media companies, and agencies:

• Advanced TV Creative ID Framework Spanning Digital and Linear: IAB Tech Lab is spearheading a crucial cross-television measurement and reconciliation framework. Collaborating with the industry, IAB Tech Lab will establish a comprehensive Creative ID Framework, giving all segments of television delivery a fundamental building block, answering what played where and when while helping buyers understand the value of ubiquitous use of a creative ID across all television environments. This framework will be supported by standardized labeling and retrieval of advertiser metadata, allowing the industry to support new currencies and reconciliation methods more rapidly.
• Ongoing Fragmentation of Privacy Laws: There are three new US states with privacy laws going into effect in 2024 (and two going into effect in early 2025). Accompanied by new privacy and personal data regulations in international markets such as India and Brazil, 2024 will bring legal and technical professionals together in IAB Tech Lab’s Global Privacy Working Group to enhance the Global Privacy Platform (GPP), ensuring compliance across all new jurisdictions.
• Addressability & Privacy Enhancing Technologies: Industries are actively developing innovative privacy-first addressability solutions in response to the uncertain fate of third-party cookies and other legacy identifiers. Whether it’s new synthetic identity solutions or Privacy Enhancing Technologies such as Secure Multi-Party Compute (SMPC), Differential Privacy, and Trusted Execution Environments (TEEs) at the forefront of this privacy-by-design addressable revolution, IAB Tech Lab is defining guidance regarding advertising use cases and new technical standards for addressing known and unknown audiences, supporting innovation in data-secure addressability solutions within the digital advertising ecosystem.

SOURCE: PRNewswire