The Interactive Advertising Bureau this week launched a nonprofit organization called the IAB Technical Laboratories to help grapple with viewability and other digital advertising issues. The research and development group will focus on creating technical standards for the industry and a code library to help companies adopt those rules and a testing platform for projects.
The move shows IAB's acknowledgement that viewability standards still have kinks that need to be ironed out. Adweek caught up with IAB president and CEO Randall Rothenberg during the 2014 IAB Mixx Conference in New York to learn more about the initiative, whether viewability standards will get easier and the broader definition of who qualifies as an advertiser.
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