IAB Tech Lab Unveils 2023 Priorities and Roadmap

Earlier this week the IAB Tech Lab, the global digital advertising technical standard-setting body, announced its key priorities and action plan for 2023  

The Tech Lab’s roadmap encompasses all five pillars of the body’s work: consumer privacy, addressability and privacy enhancing technologies (PETs), advanced TV, ad supply chain, and cross-media measurement – and outlines the establishment of:  

  1. Scalable, efficient, and consistent management of cross-jurisdictional privacy regulations and compliance
  1. Post cookie and privacy-first addressability for audience activation and measurement 
  1. Universal addressability, reconciliation, and interoperability for TV advertising across streaming AVOD/FAST services, addressable linear and traditional linear TV 
  1. Secure, flexible, and green programmatic supply chain for all digital advertising media 
  1. Cross-media, cross-channel, cross-environment consistent viewability verification and campaign measurement. 

You can find the full release and more details on each of these initiatives here. 

IAB Tech Lab CEO, Anthony Katsur said “We’re calling on industry professionals and experts to lean into specific initiatives and contribute to the industry standards being developed to push the entire ecosystem forward.”  

“The priorities outlined by the IAB Tech Lab are a clear reflection of where our member concerns lie in the coming months,” said Sonia Carreno, President, IAB Canada. “We continue to participate in working groups cracking on these solutions and encourage our members to lean in and contribute to these exciting initiatives as they will shape the future of online advertising”. 

To find out how to get involved with the Tech Lab reach out to memberships@iabcanada.com