IAB Tech Lab today announced the initial launch of its Tech Lab Transparency Center (Transparency Center). Its goal is to provide a resource that makes it easy for digital advertising participants — buyers, sellers, and ad tech companies — to see which standards media partners have implemented, their level of compliance, certification program results, and more. This will help ensure a safe, privacy-centric ad experience for consumers.
“The Transparency Center has been designed and built to provide a single source of truth that ensures a safe and reliable transaction between buyer and seller. This is the first iteration and it will continue to evolve and grow over time, and add more programs and resources to serve the entire advertising ecosystem,” said Anthony Katsur, CEO, IAB Tech Lab. “Ultimately we aim to have buyers and sellers leverage the Transparency Center to ensure that they are working with responsible partners that utilize standards to combat fraud and enable privacy-compliant ad targeting in a cookie-less ecosystem.”