April 29, 2016 Last Updated 11:55 am

IAB Tech Lab releases LEAN Scoring product roadmap

LEAN scoring is meant to provide publishers, brands, and media buyers with the insights needed to support better ad experiences on digital screens

NEW YORK, NY – April 29, 2016 — The IAB Technology Laboratory today released a product roadmap for LEAN scoring, a vital tool for evaluating the user experience on digital properties. Once in place, this scoring system – based on the LEAN principles (Light, Encrypted, AdChoice supported, and Non-invasive ads) – will provide publishers, brands, and media buyers with the insights needed to support better ad experiences on digital screens, and combat the rise of ad blocking.

Through 2016, the Tech Lab’s goal is to build industry-wide consensus around individual criteria and for LEAN scoring by soliciting data, research, and input from subject matter experts – and making use of these insights to develop clear, market-wide guidance. By the end of the year, it expects to be evaluating a roster of criterion to establish the algorithms for a rating system that will provide a clear overview of which digital destinations and advertising campaigns offer the strongest user experiences.

“LEAN scoring will guide the digital media industry towards building better user experiences,” said Alanna Gombert, Deputy General Manager, IAB Tech Lab, and Vice President, Technology and Ad Operations, IAB. “There is no question that people want to have unfettered access to the high-quality news, information, and entertainment they have long enjoyed for free on the open web. With the scorecard serving as a new industry standard, consumer-friendly interactive advertising will take hold, allowing the ecosystem to thrive.”

The 2016 roadmap is as follows:


  • Formalizing the process of onboarding data and criteria
  • Starting the public discussion about initial guidance
  • Completing initial user experience testing


  • Onboarding data and criteria from publishers, marketers, and agencies
  • Iterative publishing of LEAN scoring criteria
  • Next phase of user experience testing


  • Create LEAN scoring algorithms
  • Publish initial findings and recommendations for rolling out LEAN scorecard
  • Present 2017 LEAN scoring roadmap

For more information about LEAN and the IAB Tech Lab’s work in halting ad blocking, please visit iab.com/leanscoring.

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