The Interactive Advertising Bureau (IAB) has released a significant update to its General Terms for Digital Advertising Agreements, the first in 25 years. This overhaul aims to simplify digital ad deal execution, following extensive collaboration among 276 IAB member companies from various sectors. The new terms introduce a modular framework designed to address inefficiencies, reduce legal costs, and cater to the complexities of contemporary digital media transactions. Public comments will be accepted until July 21, 2025, ensuring industry feedback is incorporated into the final terms.
This initiative brought together brands, agencies, publishers, ad tech and legal experts to create something that truly reflects how the digital advertising business operates today - and prepares us for where it's headed next.
The revised terms are designed to reduce inefficiencies, lower legal costs and support faster execution of digital advertising deals.
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