What Are the Prospects of the IAB’s ‘Great Collab’?

The trade org's attempt to harmonize publishing and ad tech is met with willingness—and some dissent

Illustration showing people moving blocks
The IAB has called for a new set of industry standards. Getty Images

Last week, the IAB played host to the industry’s largest gathering since Google time-called on third-party cookies in its market-leading Chrome web browser.

@ronan_shields ronan.shields@adweek.com Ronan Shields is Adweek's programmatic editor.