There is both a need and opportunity driving the demand for Dynamic Ad Content specification that will enable efficient communication of all the permutations and combinations of different ad content components. A standard specification will enable dynamic content ad server platforms to render and optimize the creative ad components in real-time as well as effective post-campaign reporting and tracking.
These new standards will represent a win/win/win for the digital ecosystem. Viewers will get more relevant ads better integrated into their digital experience; marketers will benefit with greater effectiveness, and publishers and ad tech companies will see the resultant growth from delivering greater value.
Of perhaps equal importance to the ad ops and ad tech communities, robust standards will create a foundation for development and implementation that will lead to faster, easier adoption and the freeing up of resources for innovation
To enable the efficient scaling of content advertising, the IAB Tech Lab will create Dynamic Content Ad Standards Specification.