IAB Technical Laboratories will create scalable industry standards and solutions for global digital media and marketing industries. The consortium’s goal, according to the press release, is to “simplify and reduce the costs associated with the digital advertising and marketing supply chain”.

The lab will lead the development of technical standards, create a code library to assist in implementation of IAB standards, and establish a test platform for companies to evaluate the compatibility of their technology solutions with IAB standards.

It will be governed by an independent board of directors and executive committee, and management of the Tech Lab will report to senior leadership of IAB. Companies that are already IAB general members will automatically become members of the IAB Tech Lab.

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

“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.”

For more information, visit the IAB website.