The Interactive Advertising Bureau’s Tech Lab is making the code and guidelines of several ad tech projects and industry standards, including parts of The Trade Desk’s Unified ID 2.0, available for anyone to view and modify, in order to foster better collaboration within the industry. The standards group hopes the transparency will accelerate the adoption and make implementation more consistent.
The Tech Lab will make these projects and standards available on GitHub, a software host mainly used by computer programmers to store code for modification and distribution. In this case, the information will be open sourced, which allows anyone to access, modify, distribute, and contribute to the code.
Today, the IAB Tech Lab will make several projects open source, including the open source ID framework behind Unified ID 2.0, the ad identifier spearheaded by The Trade Desk and now operated by the nonprofit organization Prebid. It is one of many solutions that have emerged as the ad world prepares for the demise of the cookie, which has long been used to track and serve ads to people across the internet.
Other projects getting the open source treatment include brand suitability test benchmarks and the secure ad buying standard Ads.cert. The IAB Tech Lab says more code contributions will come from engineering teams at Google, Index Exchange, The Trade Desk, and Zefr.