Understanding IAB Compliance & Certification Programs

Consumer privacy legislation and regulation, measurement, brand safety, supply chain efficiency, and transparency and consistency in operation—these are just some of the significant industry issues addressed by IAB Compliance Programs.

Demonstrate your dedication to a bigger and better interactive advertising industry. Adopt the IAB Compliance Programs that apply to your business.

Programs for Publishers, Networks & Exchanges, and Other IAB Members
IAB Code of Conduct

Purpose: A set of best practices and guidelines members must adhere to in order to maintain membership or to join the organization. Currently, this is limited to the Self-Regulatory Principles for Online Behavioral Advertising. These principles establish a system that provides consumers notice about the use of data and choice about participating in behavioral advertising. The purpose is to enhance consumer confidence in online media.

Applies To: All IAB members as this is a condition of membership. Those member that engages in behavioral advertising need to abide by the Self-Regulatory Principles for Online Behavioral Advertising

IAB Measurement Guidelines

Standards: Click, Ad Impression Measurement Guidelines (US), Digital Video Ad Measurement Guidelines, Rich Media, Audience Reach, Mobile Web, In-GameMRC Viewable Impression Guidelines, Ad Campaign Measurement Process Guidelines, Ad Verification Guidelines, Mobile Application Advertising Measurement Guidelines, Rich Internet Application Guidelines

Purpose: To provide consistent and accurate measurement and count of key online advertising metrics in order to create efficiency, and to standardize the buying and selling of interactive advertising

Applies To: Businesses that engage in the buying and selling of interactive media

IAB Ad Formats & Standards

Standards: Universal Ad Package, Rich Media Creative, Digital Video Ad Format, Digital Video Ad Serving Template (VAST), Digital Video Player-Ad Interface Definitions (VPAID)

Purpose: To support consistency in ad formats and delivery methods so the marketplace can realize efficiencies and scale in ad buying and selling as well as ad creation

Applies To: Publishers and other media sellers

IAB Quality Assurance Guidelines

Purpose: Sets standards in ad sales to protect brand safety by increasing buyer control over ad placement and context

Applies To: Any company that sells inventory in the digital advertising supply chain can apply for certification. Other companies can apply to be supporting members of the Quality Assurance Guidelines