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IAB Tech Lab Releases Dynamic Content Ad Standard to Deliver More Relevant Ads to Consumers & Greater Efficiency and Effectiveness to Marketers

In Public Comment, New Schema Allows Real-Time Assembly and Rendering of Creative Assets Based on Audience Data

NEW YORK, NY (October 19, 2016) — The IAB Technology Laboratory today released for public comment the “IAB Dynamic Content Ad Standard,” a schema that will increase the relevancy of ads delivered to consumers across desktop and mobile screens, ultimately providing marketers with greater digital advertising efficiency and effectiveness. The new standard will enable digital ads—whether display, video, audio, native, or social—to render differently depending on the viewer, allowing a varied set of assets to be deployed on the fly in response to predetermined data triggers and business rules.

The schema is designed for creative and technical professionals who build and deliver ads on a range of platforms, and is programming language agnostic. Media agencies and operations teams can also use the standard to track distinct creative assets and report on their performance.

“It’s time for marketers to fully reap the benefits of audience targeting,” said Alanna Gombert, Senior Vice President, Technology and Ad Operations, IAB, and General Manager, IAB Tech Lab. “This standard will allow brands to go beyond reaching consumers at the right place and time, offering the ideal creative to connect.”

“It’s been exciting to work with the IAB on evolving the standards of dynamic advertising,” said Cary Tilds, Chief Innovation Officer, GroupM, and Co-Chair of the IAB Tech Lab Dynamic Content Ad Standard Working Group. “In our quest to provide intelligence to find or create valuable audiences and outcomes, we believe this new standard for dynamic content ads could be a game-changer in the outcome game. Dynamic creative will help lay the critical foundation for a future where creative meets technology in a much more rigorous way, eventually supporting the emergence of artificial intelligence in digital advertising, allowing creativity to become even more relevant.”

“In the same way programmatic media platforms revolutionized media buying, the IAB’s groundbreaking new standard will fuel the growth of programmatic and dynamic creative, and advance the entire digital advertising ecosystem,” said Diaz Nesamoney, CEO, Jivox, and Co-Chair of the IAB Tech Lab Dynamic Content Ad Standard Working Group. “I’m very proud of our multi-year collaboration with the IAB and other industry leaders to develop this important standard, and believe it represents a breakthrough in making personalized digital advertising a mainstream reality.”

The public comment period will run through November 28, 2016, after which the IAB Tech Lab Dynamic Content Ad Standard Working Group will evaluate the comments received, make any necessary revisions, and release a final version. Comments are being accepted via email to [email protected].

To download more information and review the “IAB Dynamic Content Ad Standard” schema, please visit

About IAB Technology Laboratory
The IAB Technology Laboratory is an independent, international, nonprofit research and development consortium charged with producing and helping companies implement global industry technical standards. Comprised of digital publishers and ad technology firms, as well as marketers, agencies, and other companies with interests in the interactive marketing arena, the IAB Tech Lab’s goal is to reduce friction associated with the digital advertising and marketing supply chain, while contributing to the safe and secure growth of the industry. The organization’s founding member companies include AppNexus, Google, Hearst Magazines Digital Media, PubMatic, Tremor Video, Yahoo, and Yahoo! JAPAN. Established in 2014, the IAB Tech Lab is headquartered in New York City with an office in San Francisco.

IAB Media Contact
Laura Goldberg
[email protected]