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
The IAB has called for a new set of industry standards.
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Key insights:
- While Project Rearc has been announced, the way forward is unclear.
- There is universal agreement on the need for collaboration towards a post-cookie world.
- Global markets contain examples of collaborative efforts, but questions remain around scale.
- However, history and misaligned motives result in a mix of confusion and ongoing disagreement.
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.
