The Interactive Advertising Bureau (IAB) Technology Laboratory on Monday launched the IAB Technology Compliance Program, a system for auditing and officially validating companies’ use of key industry standards.
The goal of the program is to verify accurate implementation of several standards: OpenRTB, VAST (Video Ad Serving Template), and VPAID (Video Player Ad-Serving Interface Definition) standards.
The program will add MRAID (Mobile Rich Media Ad Interface Definitions) in the coming months. Companies that pass inspection will be given a seal of approval: proof to clients, partners, and the ad-tech ecosystem that they uphold global standards that promote transparency and compatibility for integration.
LogoBar Enterprises is the first company to be validated by the IAB Technology Compliance Program for VPAID and VAST, having gone through the process during the initiative’s pilot phase.
There are four steps to achieving IAB Tech Lab compliance:
--Auditing Samples: Companies will receive a compliance on-boarding package with specific questions and requests respective to the protocol in question, and then will submit multiple samples
--Validating Data Queries: The submitted samples will be confirmed through various IAB Tech Lab tools
--Evaluating Business Processes: Business procedures will be assessed and given a grade by an IAB Tech Lab compliance officer
--Monitoring: Companies will submit a minimum of three sample validations annually in order to remain compliant
“Gaining compliance will serve as a testament to an organization’s commitment to driving efficiencies for their customers, partners, and the entire digital landscape,” stated Alanna Gombert, senior vice president, technology and ad operations, IAB, and General Manager, IAB Tech Lab.
Organizations that receive an IAB Technology Compliance Program seal will be encouraged to feature it on marketing materials, Web sites, and in terms and conditions language in proposals. In addition, the IAB Tech Lab will feature compliant companies in a future public database.