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IAB announces a thirty-day call for public comment where members of the industry (advertising agencies, advertisers, online publishers, and technology vendors) are encouraged to read the proposed guidelines and submit comments. After the 30-day comment period, the feedback will be reviewed and the guidelines will be finalized and publicly released.
IAB Tech Lab Releases Header Bidding Technology Standard. Public Comment Open Through July 28
The IAB Tech Lab released for public comment “Standard Header Container Integration with an Ad Server,” a standard for header bidding that establishes the foundational requirements needed to support the adoption of header bidding technology. The document provides insights into best practices that help standardize how header tags and containers interact with ad servers—laying the groundwork for the application of more advanced technologies as innovation spurs the industry forward in the header bidding field.
Real-Time Bidding (RTB) Project: OpenRTB Dynamic Native Ads V1.2 in Public Review
The new version 1.2 of the OpenRTB Dynamic Native Ads API Specification is in public review. Some of the added features include support for third-party ad serving, dynamic creative optimization (DCO), privacy flags, and new event tracking options.
MRAID 3.0 in Review for Public Comment
IAB Tech Lab released MRAID version 3.0 for public comment. The new MRAID enables the ad to measure viewability and audibility, detect MRAID environment, get location data to present user with the best possible experience. New features improve the user’s ad experience in mobile apps and the Video Player Ad Interface Definition (VPAID) addendum to MRAID is now fully included in the MRAID specification.
OpenRTB 2.5 has been released for public comment from November 16 until December 16, 2016. The latest version of OpenRTB includes updates that integrate current trends and allows for improvements in programmatic technology. Release highlights include:
IAB New Ad Portfolio Support – integrating flexible aspect-ratio based ads into the bid object
Video Placement Type Support – adding visibility into what type of placement a VAST (video ad serving template) tag is running in accordance to the IAB digital video glossary
Header Bidding Support – allowing for a signal when a bid request is originated from an upstream decisioning implementation like header bidding
Historic Metrics Support – whereby exchanges can pass historic metrics such as viewability or click through rate
OpenRTB 2.4 protocol and the OpenRTB Dynamic Native Ads 1.1 extension
Ensuring that technical standards keep up with the shifting programmatic buying landscape, the IAB Tech Lab has released two important updates to the OpenRTB 2.4 protocol and the OpenRTB Dynamic Native Ads 1.1 extension. The 2.4 version of OpenRTB offers a myriad of improvements including the ability to declare skippable video ads, new fields in the bid-response, and support for digital audio. The Dynamic Native Ads API 1.1 marks the first update to the OpenRTB native addendum since its introduction to the marketplace in early 2015. The protocols were developed by the OpenRTB Working Group and OpenRTB Native Subgroup, respectively.
The IAB Tech Lab has released OpenDirect 1.5, the protocol which supports automated guaranteed buying. This is the second iteration for the OpenDirect protocol, which was originally released in 2015. Developed by members of the OpenDirect Working Group, OpenDirect 1.5 main improvements include increased currency rules, publisher order creation, change request support, and the ability for publishers to finalize an order prior to the assigning of a creative.
Digital Video Ad Serving Template (VAST) 4.0
The IAB Tech Lab released VAST 4.0, marking the first update to the critical digital video ad serving template since 2008. Developed by members of the IAB Digital Video Technical Standards Working Group, the revision offers improvements for the delivery and measurement of video advertising, including sophisticated delivery and tracking options for clients, the ability to select ads dynamically for insertion, and a more seamless experience for the viewer.
IAB Digital Video In-Stream Ad Format Guidelines
In 2015, the digital video marketplace includes platforms that extend to mobile, television, and an array of other technologies and devices. The specifications have been updated to support cross-screen ad execution, provisions have been made for varied quality files that improve “intelligent” selection in vendor-served ads (3rd party) and server-side ad stitching practices. Supporting the need for high-quality video files has also been a key focus in this update.
Updated ‘IAB Display & Mobile Creative Guidelines – for HTML5’
The IAB Technology Laboratory has released the upgrade to the “IAB Display & Mobile Creative Guidelines”, an overhaul that fully embraces HTML5. The updates were developed by the IAB Display Creative Working Group, in response to ongoing IAB exploration of the benefits of HTML5 technology. The revised guidelines include major changes to key specs for the IAB Universal Ad Package (UAP) and IAB Display and Mobile Rising Stars, which address issues such as file weights and packaging for optimal load performance when HTLM5 is deployed. Other ad units, rich media guidance, and the display creative glossary of terminology have been reworked as well.
IAB OpenDirect Specification V1
IAB has released the final version of OpenDirect 1.0. The OpenDirect specification is a new automated, guaranteed API standard for the programmatic selling and buying of premium inventory that delivers greater efficiencies and reliability in the packaging, pricing, and delivering of reserved inventory for publishers. It also delivers benefits for agencies that want to access guaranteed inventory at scale.
IAB Digital Video In-Stream Metric Definitions
The IAB Digital Video In-Stream Metric Definitions were last updated in 2008. Released by IAB Digital Video Committee in early 2014, this document is a much-needed refresher to metric definitions that had gone stale with advancing technology. While most definitions have not been changed, other than to more clearly state the purpose for each, a few new metrics have been introduced, some minor changes made, and some outdated definitions deprecated.
MRAID/VPAID Video Addendum
This Version 1.0 was released in March 2015 and describes a standardized implementation of video in MRAID using VPAID. This document standardizes support for video within MRAID ads with a minimal need for changes to existing standards. This addendum extends the capabilities of MRAID with relevant aspects of VPAID according to the following principles: Avoid use of VPAID for any functionality that overlaps both specs – in these cases the existing MRAID functionality is used. Make minimal additions to MRAID to cover initialization of video ads and other required new
functionality. And maintain backwards compatibility with MRAID v2.
OpenRTB Dynamic Native Addendum
The Native Ads sub-group of the IAB OpenRTB Project assembled in May 2014 to develop a new supplementary API specification for companies interested in an open protocol for the automated trading of Native Ads enabled media across a broader range of platforms, devices, and advertising solutions. This document is the culmination of those efforts.
Final Best Practices For Reducing Risk Of Traffic Fraud
The IAB and its Traffic of Good Intent Task Force have issued the final version of “Best Practices – Traffic Fraud: Reducing Risk to Exposure.” The document explains and analyzes robotic traffic, or “bots,” and other forms of online traffic fraud that can derail marketers’ campaigns by producing illegitimate impressions and skewing audience data. It then gives concrete recommendations that publishers, networks and buyers can use to mitigate these risks.
Digital Audio Ad Serving Template
Created by the IAB’s Digital Audio Ad Serving Template Working Group, IAB released Digital Audio Ad Serving Template (DAAST), the organization’s first technical solution addressing the fragmented audio advertising market. DAAST provides a common set of specifications for audio ad delivery, execution, and reporting across a wide variety of devices and platforms.
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