Sigma Software today (27th August, 2026) 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 organisation 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 Monetisation 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.

Sigma Software

Sigma Software is a global technology consulting and software engineering company with more than 24 years of experience building complex digital products and platforms. With 2,000+ specialists across 20+ countries, the company works with enterprises,...

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