The Interactive Advertising Bureau (IAB) has launched a 60-day public comment period for its updated General Terms for Digital Advertising Agreements, the first substantial update since 2010. The revised terms reflect the evolving landscape of digital advertising, acknowledging the complexities due to advancements in technology and transaction types. Michael Hahn, IAB's EVP, emphasizes the need for standardization in the diverse digital ad distribution chain to facilitate quicker transactions and improved vendor collaboration. The new terms are expected to streamline negotiation processes for further enhancement of digital ad practices.
"In light of that changing landscape, there are a lot more different parts of the distribution chain than previously existed."
"What we're trying to address is a more holistic and broader set of relationships that exists in the digital ad distribution chain."
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