[8] [9] The collaboration between ANA, 4A's, and IAB also resulted in the creation of Trustworthy Accountability Group an initiative that includes members GroupM Interaction, AppNexus, engage:BDR, GumGum and OpenX.

[13] On March 12, 2013,[14] the IAB launched a campaign against Mozilla for planning to turn on blocking of third party HTTP cookies in version 22 of Firefox.

[20][21][22][23] In May 2016, Business Insider reported that the IAB leader had, in January, described Adblock Plus as an "unethical, immoral, mendacious coven of tech wannabes" and an "old-fashioned extortion racket.

[26] In October 2024, the IAB, along with the NCTA and the Electronic Security Association, sued to block the US Federal Trade Commission (FTC) from implementing its so-called "click to cancel" rule, a set of revisions to the FTC's Negative Option Rule that would require businesses to make the cancellation process for subscriptions, renewals, and free trials that convert to paid memberships as easy as the signup process as well as to obtain proof of consent before billing customers for such services.

[27][28] In November 2017, IAB Europe announced a technical framework (IAB Europe Transparency and Consent framework, or TCF) intended to “enable websites, advertisers and their ad technology partners” to obtain, record and update consumer consent for their personal data to be processed in line with the upcoming General Data Protection Regulation (GDPR).

[29][30] Actors can join the TCF through paying a membership fee to IAB Europe, and tailor their data usage purposes and organisational data processing policies to the wording and specifications in the framework laid out in the technical standards and the policy terms and conditions agreed with IAB Europe, initially made available to the public in March 2018.

It found multiple failings of the IAB Europe, fining it 250,000 EUR, and demanding it change a range of aspects of the system to ensure that, among other requirements, consent signals were valid and adhere to, and prohibiting the use of certain legal bases by its members.