IAB Tech Lab

The IAB's technical standards body, which publishes specifications such as OpenRTB, VAST, ads.txt, sellers.json, and the Open Measurement SDK.

By Brandon MinaCEO, BrandPilot AIUpdated November 2026

Short answer

IAB Tech Lab is the technical standards body of the Interactive Advertising Bureau. It develops and publishes specifications used across digital advertising, including OpenRTB, VAST, ads.txt, sellers.json, and the Open Measurement SDK. Its standards give advertisers, publishers, and ad tech companies shared protocols for transacting, measuring, and securing ads.