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Internet Advertising Bureau

The Interactive Advertising Bureau (or IAB) is an advertising business organization that develops industry standards, conducts research, and provides legal support for the online advertising industry. The organization represents a large number of the most prominent media outlets in the United States.

Founded in 1996, the IAB is based in New York City. Patrick Dolan is the Executive Vice President & Chief Operating Officer (CEO) of the organization. The president of the IAB in the UK is Guy Phillipson.
It has developed a number of interface formats for digital advertising metadata, including the Video Ad Serving Template and Video Player-Ad Interface Definition formats.

As an example, IAB Australia’s board members include representatives from MySpace, ninemsn, Fairfax Digital, News Corp. Digital Media, Network Ten, Sensis MediaSmart, Yahoo!7, the Australian Interactive Media Industry Association, real estate classified advertising group REA and Alex Littlejohn from advertising network Adconion.


The Interactive Advertising Bureau (IAB) is comprised of more than 500 leading media and technology companies who are responsible for selling 86% of online advertising in the United States. On behalf of its members, the IAB is dedicated to the growth of the interactive advertising marketplace, of interactive’s share of total marketing spend, and of its members’ share of total marketing spend. The IAB educates marketers, agencies, media companies and the wider business community about the value of interactive advertising. Working with its member companies, the IAB evaluates and recommends standards and practices and fields critical research on interactive advertising. Founded in 1996, the IAB is headquartered in New York City with a Public Policy office in Washington, D.C. For more information, please visit

The IAB has six core objectives:

Fend off adverse legislation and regulation
Coalesce around market-making measurement guidelines and creative standards
Create common ground with customers to reduce costly friction in the supply chain
Share best practices that foster industry-wide growth
Generate industry-wide research and thought leadership that solidifies Interactive as a mainstream medium
Create countervailing force to balance power of other media, marketing, and agency trade groups
For a complete list of IAB Members as well as the Councils, Committees and Working Groups who are actively shaping the interactive industry, please visit the IAB Member Center

The IAB addresses major issues in supply chain, measurement and simplifying the processes associated with buying, planning and creating interactive media:

Ad Standards & Creative Guidelines
Data Usage & Control
Digital Video
Email & Lead Generation
Games Advertising
Interactive Television
Measurement Guidelines
Networks & Exchanges Quality Assurance Guidelines
Operational Efficiency Best Practices
Platform Overviews: Status Reports on Emerging Platforms
Social Media
Terms & Conditions

Source: Wikipedia /