Sigma Software Joins IAB Tech Lab Board of Directors, Represented by CEO Katherine Tuluzova

NEW YORK — August 27th, 2026 — Sigma Software Joins IAB Tech Lab Board of Directors, Represented by CEO Katherine Tuluzova. IAB Tech Lab develops and maintains the specifications the digital advertising ecosystem runs on, from OpenRTB, AdCOM and VAST to ads.txt, sellers.json and the Global Privacy Platform. Katherine joins the Board as the organization extends that work into agentic advertising.

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Sigma Software today announced that Katherine Tuluzova, CEO of Sigma Software, has been appointed to the Board of Directors of IAB Tech Lab, the global technical standards body for the digital advertising industry.

IAB Tech Lab develops and maintains the specifications the digital advertising ecosystem runs on, from OpenRTB, AdCOM and VAST to ads.txt, sellers.json and the Global Privacy Platform. Katherine joins the Board as the organization extends that work into agentic advertising.

The appointment comes as IAB Tech Lab expands its standards work into agentic advertising through AAMP, the Agentic Advertising Management Protocols. AAMP builds on established industry standards while introducing the foundations, protocols, tools and trust mechanisms required for agents to operate across the advertising ecosystem.

“Advertising works as a market because everyone agreed on how to describe an impression, a bid and a brand-safety signal. Agents change who is reading those definitions, not whether we need them. My interest in joining the Board is practical: the specifications must be implementable by real engineering teams, testable in production and legible to the humans still accountable for the outcome.”
— Katherine Tuluzova, CEO of Sigma Software.
Katherine brings an engineering and operating perspective to the Board. She began her career at Sigma Software as a Java developer before moving through technical and business leadership roles and becoming CEO in 2025. Alongside leading Sigma Software, she is active in open-industry initiatives, including serving as Chair of Prebid’s LLM & Publisher Monetization Task Force.

“Katherine has spent her career on the build side of this industry, which is exactly the perspective our standards work needs as we move into agentic advertising. Specifications only matter if they ship, and her engineering experience will help keep our roadmap grounded in what the ecosystem can implement.” — Anthony Katsur, CEO, IAB Tech Lab.

About IAB Tech Lab

Established in 2014, the IAB Technology Laboratory (Tech Lab) is a non-profit consortium that engages a member community globally to develop foundational technology and standards that enable growth and trust in the digital media ecosystem. Comprised of digital publishers, ad technology firms, agencies, brands, and other member companies, IAB Tech Lab focuses on solutions for brand safety and ad fraud; identity, data, and consumer privacy; cross-channel programmatic effectiveness and ad measurement; and the impact of LLMs and AI agents on advertising. Its work includes the OpenRTB real-time bidding protocol, ads.txt anti-fraud specification, Open Measurement SDK for viewability and verification, VAST video specification, Trusted Server, and the Agentic Roadmap initiative for agentic advertising. Board members and companies are listed at https://iabtechlab.com/about-the-iab-tech-lab/tech-lab-leadership/. For more information, please visit https://iabtechlab.com.