“With more than $200 billion in digital advertising now traded programmatically in the United States, automation is increasingly shaping how media is bought and sold.”
That’s from the IAB Tech Lab, whose founding mandate is to develop standards and solutions for the ecosystem of digital advertising. The Lab’s further point is that there should be transparency and governance, but those values have not kept pace with the market’s scale, transparency, and automation. It’s a call to action, to avoid “cementing these inefficiencies into the fabric of every transaction.”
Taking the initiative, IAB Tech Lab has created and launched an industry council to address challenges of programmatic advertising. It’s called the Programmatic Governance Council, “ designed to “bring together media buyers, media owners, and ad tech platforms to ensure that programmatic advertising’s automation and AI reshape digital advertising.”
“”Our clients expect clarity about where their money goes and how media is actually traded. Sitting down with publishers and platforms to work through these issues together is how you move from talking about transparency to actually creating it.” — Ben Hovaness, Chief Media Officer, Omnicom Media Group
Audio programmatic is part of this multi-format initiative, the IAB offers challenges and solutions in all formats of media and marketing. Initial participants in the Council include buy- and sell-side organizations including Dentsu, Omnicom Media Group, WPP, Disney, Magnite, PubMatic, Hearst, News Corp, Yahoo, Amazon Ads, The Trade Desk, Raptive, and Mediavine.
The aspiration is to create a structured forum for alignment of business expectations and technical standards.