IAB Tech Lab Looks To Create New Ground Rules For Programmatic Ads.

The IAB Tech Lab is putting out to the public its proposed Programmatic Standard Practices as it seeks public comment on a document that looks to create a more common understanding between brands and media companies. The document is the first effort undertaken by the Programmatic Governance Council, as the IAB group aims to establish shared business rules, norms, and principles intended to improve market efficiency and advertising effectiveness, while also reducing transaction costs, and increasing trust and transparency between buyers and sellers of digital media.

“Programmatic advertising depends on buyers and sellers having a common understanding of how transactions should work,” says Anthony Katsur, CEO of IAB Tech Lab. “These practices are about making that understanding clearer and giving the industry a practical framework for using the standards that already exist.”

Programmatic StandardPractices v1 is the Programmatic Governance Council’s outlines how buyers and sellers should use existing standards in programmatic transactions to support a healthy digital media ecosystem. By establishing shared rules, norms, and principles for how buyers and sellers use existing standards in programmatic transactions, IAB says the work is intended to create greater consistency, mitigate risk, and strengthen trust and transparency across the ecosystem.

“Having shared practices gives buyers and sellers a clearer foundation for how we work together,” says Omnicom Executive VP Ben Hovaness. “Public comment gives the industry an opportunity to pressure-test that foundation and make sure the guidance reflects how programmatic transactions work in practice.”

Programmatic Standard Practices v1 is available for public comment until October 16. IAB Tech Lab and the Programmatic Governance Council say they intend to use industry feedback to inform the work as the Council continues its cross-industry collaboration on programmatic governance.

Read the Programmatic Standard Practices v1 HERE.