The IAB Tech Lab has formed a new standards group, the Programmatic Governance Council, to address infighting and solve complex issues in programmatic advertising. Led by OMD Worldwide's Ben Hovaness, the council's initial priority is to solve bid duplication, an issue estimated to cost the industry $5 billion annually. The group will also address measurement incrementality and ID bridging.
The council's formation is a direct response to public infighting and technical fragmentation that create widespread ad-tech inefficiencies. By targeting the $5B bid duplication problem first, the IAB is tackling an issue that erodes value for both the buy and sell sides. Standardizing a solution could strengthen programmatic's position against large, closed platforms that offer simpler measurement. The signal to watch is whether the council can secure broad agreement between DSPs and SSPs on a unified approach, moving the industry beyond disparate, company-specific solutions.
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