# Definition

The acronym IAB stands for Interactive Advertising Bureau. As the name suggests, IAB is directly involved with digital media and advertising. They help to develop technical standards and solutions through the IAB Tech Lab, conduct research on interactive advertising, and provide legal and educational support to industry professionals.

While there are many facets to what the IAB does, they are relevant within the podcasting industry because of the IAB Tech Lab’s creation of the IAB Podcast Measurement Technical Guidelines. These guidelines provide a framework around how to properly measure podcast analytics. The metrics derived from these guidelines are used to help advertisers and marketers better understand the performance of a given podcast and to make better advertising decisions.

The IAB describes themselves this way:

The Interactive Advertising Bureau (IAB) empowers the media and marketing industries to thrive in the digital economy. Its membership comprises more than 700 leading media companies, brands, agencies, and the technology firms responsible for selling, delivering, and optimizing digital ad marketing campaigns. The trade group fields critical research on interactive advertising, while also educating brands, agencies, and the wider business community on the importance of digital marketing. In affiliation with the IAB Tech Lab, IAB develops technical standards and solutions. IAB is committed to professional development and elevating the knowledge, skills, expertise, and diversity of the workforce across the industry. Through the work of its public policy office in Washington, D.C., the trade association advocates for its members and promotes the value of the interactive advertising industry to legislators and policymakers. Founded in 1996, IAB is headquartered in New York City.

Source: Interactive Advertising Bureau