IAB Tech Lab Launches Program to Ensure Compliance With Ad Industry Standards

The IAB Technology Laboratory launched a compliance program to audit and validate companies' use of advertising industry standards. In a Monday news release, the independent R&D consortium, whose founding members include AppNexus, Google and Yahoo, said the compliance program accurately verifies deployment of OpenRTB (real-time bidding), VAST (video ad serving template) and VPAID (video player ad-serving interface definition) standards and will add MRAID (mobile rich media ad interface definition) in the coming months. Under the compliance process, companies will provide auditing samples, which will then be confirmed through various tools, and then their business procedures will be evaluated and graded, IAB said. Companies will submit at least three sample validations every year to stay compliant, it added.