The Interactive Advertising Bureau (IAB) is a trade organization that represents the digital advertising industry. Founded in 1996, it aims to promote the growth of interactive advertising and ensure its effectiveness. The IAB provides guidelines, research, and best practices to help businesses navigate the digital landscape. The IAB also works to establish standards for online advertising formats and measurement. By collaborating with various stakeholders, including advertisers, publishers, and technology companies, the IAB seeks to enhance the overall quality and transparency of digital advertising, benefiting both consumers and businesses alike.