"The industry will need to lock arms and take the necessary steps to solve bid duplication together. Hovaness estimates that bid duplication costs the industry $5 billion a year."
"At the top of the council's list is solving for bid duplication. Transaction IDs are one way to address this problem, but fully addressing it will likely include multiple solutions."
"Beyond solving for bid duplication, a few other goals have cropped up in the group's early meetings. One is solving for incrementality, as everyone needs better measurement."
The IAB Tech Lab's Programmatic Governance Council aims to resolve conflicts over standards in the ad tech industry. Led by Ben Hovaness, the council focuses on addressing bid duplication, which costs the industry $5 billion annually. Solutions may include multi-bidding and improved measurement practices. The council also seeks to tackle incrementality and ID bridging to enhance responsible ID matching. Collaboration across the industry is essential to effectively address these challenges and reduce inefficiencies.
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