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# IAB Tech Lab floats seven programmatic rules, do they matter?
- URL: https://www.medianexis.com/iab-tech-lab-floats-seven-programmatic-rules-do-they-matter/
- Published: 2026-09-21T18:07:57.000Z
- Updated: 2026-09-21T18:07:57.000Z
- Description: The IAB Tech Lab sets the standards for ads. But when it proposed seven ground rules meant to clean up programmatic ad buying practices across the supply chain, it was caveated as voluntary, with no enforcement mechanism to compel exchanges, SSPs, or DSPs to actually comply.
- Author: The Signals Desk
- Tags: Ad-tech, Lisa Haiss, IAB Tech Lab proposes programmatic ground rules

**Why it matters.** Buyers and sellers can point to the rules as an industry standard, but nothing stops holdouts from ignoring them since compliance carries no penalty.

*Signal from* [*emarketer.com*](https://emarketer.com/?ref=medianexis.com) *·* [*Lisa Haiss*](https://www.medianexis.com/tag/by-lisa-haiss/) *·* [*read the original*](https://www.emarketer.com/content/iab-tech-lab-proposes-seven-programmatic-ground-rules-has-no-way-enforce-them?ref=medianexis.com)*.*