Interactive Advertising Bureau (IAB) in the US has formed a new research and development facility for the digital media and marketing industries.

IAB Technical Laboratories will be a non-profit consortium that has been tasked with producing and helping companies implement global industry technical standards and solutions. The idea is that these will then reduce the costs often associated with the digital advertising supply chain.

It is hoped the Tech Lab will lead the way in developing technical standards and provide a test platform for companies looking to see how compatible IAB best practice and legislation is with their own technology solutions.

Tech Lab responsibility

Management of the Tech Lab will fall to senior IAB leadership, but responsibility for its governance will be taken on by an independent board of directors and executive committee that will oversee its agenda and budget.

Once everything is in place, president and CEO of the IAB, Randall Rothenberg, hopes the Tech Lab will eventually become a global body and accept member companies from outside of the US.

“The entire digital marketing and media world will benefit from better and more informed dialogue between business leadership and technical leadership,” Rothenberg said.

“The IAB Tech Lab will guide the conversation and cooperation necessary for the emergence, implementation, adaptation, and interoperability of global standards in our collective industry.”

Companies that are already IAB general members will automatically become members of the IAB Tech Lab, according to an announcement made by the IAB, at no extra cost.