What is a vendor in IAB?

Interactive Advertising Bureau (IAB) Europe defines vendors as :

“A company that participates in the delivery of digital advertising within a Publisher’s website, app, or other digital content, to the extent that company is not acting as a Publisher or CMP, and that either accesses an end user’s device or processes personal data about end users visiting the Publisher’s content and adheres to the Policies.”

Simply put, IAB vendors are third-party advertisers that publishers partner with to display third-party advertisements on their websites. Vendors offer a range of products and services such as ad-serving technology, data management platforms, ad verification tools, and audience measurement solutions. 

IAB approves vendors that are compliant with the Transparency and Consent Framework (TCF) and they are enlisted in the Global Vendor List (GVL). With this, IAB intends to standardise the cooperation among publishers, vendors, and consent management providers.