The current ad networks and ad exchanges marketplace is complex and confusing. Over 1 million web sites carry advertising, and there are reports of 300+ ad networks and ad exchanges. Web page content can change constantly and dynamically. The IAB Quality Assurance Guidelines are intended to demystify ad networks and ad exchanges. These guidelines are designed specifically for networks & exchanges who are principals in transactions with marketers and agencies. However, these guidelines do not apply to ad exchanges that are technology platforms only, providing tools to enable direct media buying and selling between participants.

IAB Networks & Exchanges Quality Assurance Guidelines address 2 key objectives for the buying community:

Provide detailed information for:

• Acquiring Inventory
• Contextual Taxonomy & Targeting
• Inventory Vetting
• Data Disclosure

Eliminate confusion through a common vocabulary for:

• Targeting
• Data

Networks & Exchanges that voluntarily agree to be certified against these guidelines are providing marketers & agencies with a standardized approach that is designed to make buying easier and to give increased control over where ads are placed. Marketers & Agencies will have greater brand safety assurances that ads will not appear next to content that they decide is inappropriate. For the first time, the US ad networks and ad exchanges market will be giving advertisers consistent and standardized information, serving to build greater marketplace trust.