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
@ronan_shields ronan.shields@adweek.com Ronan Shields is a programmatic reporter at Adweek, focusing on ad-tech.