"We are embarking on this journey with a first meeting that could evolve into a formal council that regularly convenes... our immediate priority is to ensure that the ultimate parties to a transaction, agencies and publishers, are brought together in one forum to define how they wish to conduct programmatic business."
"The role of technical protocols and standards, such as those governed by the IAB Tech Lab, is to enable and operationalize the business frameworks agreed upon by these parties. However, they must be built on a clear, shared understanding of how the market wants to operate."
IAB Tech Lab plans a preliminary meeting next month to form a Programmatic Governance Council intended to address broader business challenges in programmatic advertising. The council is expected to include representatives from media-buying agencies, demand-side platforms, publishers, and supply-side platforms. The initiative aims to define standards for data, bidding signals, and identifiers and to reconcile competing interests within an $800-billion marketplace. The move follows months of tension after Prebid introduced its 10.9 update changing transaction-ID handling, which altered the previous practice of SSPs sharing a single global identifier per impression. Technical protocols are intended to operationalize agreed business frameworks built on a shared market understanding.
Read at Digiday
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