The Interactive Advertising Bureau (IAB) announced that it has formed a new nonprofit research and development consortium called IAB Technical Laboratories. The Bureau is currently hosting the IAB Mixx conference.

The consortium, the IAB says, will create “scalable, innovative industry standards and solutions for the global digital media and marketing industries.”

President and CEO Randall Rothenberg said, “The entire digital marketing and media world will benefit from better and more informed dialogue between business leadership and technical leadership. The IAB Tech Lab will guide the conversation and cooperation necessary for the emergence, implementation, adaptation, and interoperability of global standards in our collective industry. In addition, we recognize the buy-side’s major stake in the evolution and operations of the digital media and advertising supply chain, and welcome their partnership in this initiative.”

The Bureau says the goal of the Tech Lab is to reduce the costs associated with the digital advertising and marketing supply chain as well as for individual companies’ businesses.

The lab will create a code library aimed at assisting the implementation of ad standards. It will also offer a test platform for companies to evaluate the compatibility of their solutions with IAB standards.

Finally, the lab will seek to drive standards in video, mobile, the “Internet of Things,” and other emerging areas.

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