"After months of increasingly public friction over transaction IDs (TID), request duplication, and the broader transparency rift roiling in programmatic advertising, the IAB Tech Lab is preparing to corral the industry's most entrenched parties. The upcoming Programmatic Governance Council, debuting on Dec. 10, is being pitched as a reset point: a forum where agencies and publishers - not only the intermediaries between them - define the commercial rules that the tech layer must follow."
"Documentation reviewed by Digiday shows that the underlying business issues, especially around bid density, duplication, and sky-high operational costs, amount to billions in wasted spend annually. The council's formation marks the latest attempt to formally bridge these divides before yet another standards fight erupts. The council's first meeting will gather 25 to 30 companies, spanning agencies, publishers, demand- and supply-side platforms, and companies representing smaller publishers, although no brand representation is planned as yet."
"IAB Tech Lab CEO Anthony Katsur said the driving principle is straightforward: the industry has been trying to solve a business problem primarily through technical levers. "There are discussions that need to happen up here between buyers and sellers," he said, adding that tech should facilitate - not dictate - those requirements. This reflects a broader frustration that emerged during an October town hall held to facilitate the ongoing debate over GPID/TID, which took place after October's Prebid Summit."
The IAB Tech Lab is launching a Programmatic Governance Council on Dec. 10 to align commercial rules among agencies, publishers, and technology providers. The inaugural meeting will include 25 to 30 companies spanning agencies, publishers, demand- and supply-side platforms, and representatives for smaller publishers; brand representation is not planned. Underlying business issues such as bid density, request duplication, transaction ID conflicts, and high operational costs are creating billions in wasted ad spend annually. The council aims to move resolution of these problems into buyer-seller discussions rather than relying solely on technical specifications, with technology serving to facilitate commercial requirements rather than dictate them.
#programmatic-governance #transaction-ids-tidgpid #bid-density-and-duplication #ad-tech-operational-costs
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