The US trade association for digital advertising, with affiliates in many countries. The IAB publishes standard terms, ad formats, and research; its Tech Lab develops the technical standards (OpenRTB, VAST, ads.txt, GPP). It represents publishers and ad tech more than advertisers.
Related terms
Used in The Signal
Cite this entry:
Agency Echelon. "IAB." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/glossary/iab/