Transparency in digital advertising

Increased transparency in the digital advertising supply chain is important as this makes it easier for buyers to understand where value is added and in turn reward those companies that add most value. This is an important element of our overall vision to build a sustainable future for digital advertising.


How does it work?

Transparency is a key element of our vision to build a sustainable future for digital advertising. Here's how it works.


Read the FAQs

Which companies have completed the Transparency FAQs? View the member profiles and see the responses.


Complete the FAQs

For more information on the Transparency FAQS you can get in touch here.

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ISBA Study Response

Read our statement in response to ISBA and PwC's ‘Supply Chain Study’ released 6 May 2020.

"ISBA welcomes the IAB’s new Transparency FAQs initiative. In a complex media environment, voluntary disclosure of this sort will help advertisers make comparisons and understand the differences between ad tech providers"

Phil Smith, Director General of ISBA - January 2019

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Transparency in the supply chain

Programmatic: the basics

Are you interested in learning more about transparency in the supply chain? We have developed a handy guide to understanding programmatic. Take a look at the different stages in the supply chain and what they do. 

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A Guide to the Connected TV Supply Chain

Building on our ‘Changing the Channel’ and  Programmatic Supply Chain work, this guide will help you understand the supply chain in one of the newest, most exciting and innovative sectors within digital advertising, Connected TV.

It provides practical insight into the fast-growing CTV sector by curating advice and guidance from the IAB’s CTV Advisory group. 

Cross-Industry Programmatic Supply Chain Transparency Taskforce

Set up to improve transparency within the digital advertising supply chain, the Cross-Industry Programmatic Supply Chain Transparency Taskforce includes IAB UK, ISBA, IPA, TAG and the AOP. Find out what the five key objectives of the taskforce are and catch up on the meeting notes from each of its working groups.

"The IPA supports initiatives that increase clarity in the advertising market and as such welcomes the IAB’s new Transparency FAQs as they help agencies understand the role of companies in the ad tech space."

Nigel Gwilliam, IPA - January 2019

Why digital advertising works

Discover why digital advertising is effective for reaching your customers and building brands.