The IAB Tech Lab has launched a new global initiative aimed at modernizing the infrastructure behind programmatic advertising. The Containerization Project is designed to tackle growing complexity in the supply chain and create a more efficient and scalable framework for real-time bidding (RTB).
After more than a decade of rapid growth, the underlying systems that support programmatic have reached their limits. Today’s ecosystem is fragmented, with inconsistent performance and rising challenges, especially when scaling for live events or integrating new partners. The Containerization Project will introduce a common technical foundation for how containers (self-contained components of programmatic systems) are built and deployed in Open RTB environments.
This is not an incremental change. It is a call to rethink and strengthen the way the industry operates under the hood. The initial framework will include:
- Guidance on network protocols and performance
- Standards for container image formats
- Metrics and instrumentation
- Security and data handling requirements
- Support for use cases such as bid enrichment, fraud detection, and curation
The goal is to give SSPs, DSPs, and partners the ability to deploy and manage services more easily and consistently, reducing latency and improving performance.
Invitation to Participate
IAB Tech Lab is inviting publishers, platforms, buyers and technology providers across the digital advertising ecosystem to take part in shaping this important work. Participation is open to all IAB Tech Lab members, and collaboration from Canadian companies is strongly encouraged.
This is an opportunity to ensure that Canadian voices help define global standards and contribute directly to building a more sustainable and efficient programmatic future.
“Canadian innovation has always punched above its weight in the global digital advertising landscape,” said Sonia Carreno, President of IAB Canada. “As we look to the next phase of programmatic, the Containerization Project offers a real chance for our community to help shape the future infrastructure of the industry. I encourage Canadian companies to get involved and contribute their expertise to this critical initiative.”
To learn more and to join the Containerization Project Working Group, click here.