Established in 2014, the IAB Technology Laboratory (Tech Lab) is a non-profit consortium that engages a member community globally to develop foundational technology and standards that enable growth and trust in the digital media ecosystem. Comprised of digital publishers, ad technology firms, agencies, marketers, and other member companies, IAB Tech Lab focuses on solutions for brand safety and ad fraud; identity, data, and consumer privacy; ad experiences and measurement; and programmatic effectiveness. Its work includes the OpenRTB real-time bidding protocol, ads.txt anti-fraud specification, Open Measurement SDK for viewability and verification, VAST video specification, and DigiTrust identity service. Board members/companies are listed at https://iabtechlab.com/about-the-iab-tech-lab/tech-lab-leadership/. For more information, please visit https://iabtechlab.com.

Developments from Barb and IAB will all help the industry solve the challenges of fragmentation and standardisation in CTV as marketers recognise its strength within the digital landscape.

Already flooded with competitors, entrenched and upstart alike, the TVOS business was further roiled last week when advanced advertising c | With 40 million smart TVs sold in the U.S. each year, the new TVOS "could offer a compelling value proposition" for OEMs, LightShed analysts say, but the ad tech company will need to find hardware partners.

Analysis: Together with the launch of a Trustmark, Barb appears to be reinforcing its status as a joint industry currency amid accusations that online platforms continue to 'mark their own homework'.

Partnership with TVision will leverage its advanced measurement panel for ShowHeroes clients.