After months of increasingly public friction over transaction IDs (TID), request duplication, and the broader transparency rift roiling in programmatic advertising, the IAB Tech Lab is preparing to corral the industry’s most entrenched parties.
The upcoming Programmatic Governance Council, debuting on Dec. 10, is being pitched as a reset point: a forum where agencies and publishers — not only the intermediaries between them — define the commercial rules that the tech layer must follow.
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