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IAB Tech Lab Releases Guidance for Transitioning Video Ads From Flash to HTML5/JavaScript

Guidance Calls for Digital Video to Shift Completely to HTML5 & JavaScript by Q3 2017 and Addresses the Technical and Operational Challenges for Publishers, Brands & Agencies

NEW YORK, NY (December 20, 2016) – The IAB Technology Laboratory has released “Transitioning Video Ads from Flash to HTML5/JS,” practical guidance for migrating digital video advertisements to HTML5 and JavaScript, technologies which have emerged as the default media playback options in the majority of today’s browsers. In addition, the IAB Tech Lab recommends that all video ads in the market should be HTML5 based by July 2017. Recognizing that this creates technical and operational hurdles that require time and planning, the IAB Tech Lab suggests that publishers, brands, and agencies take steps to shift the mix of ads from Flash to HTML5 and JavaScript-based ads over the course of the first six months of 2017.

As a complement to this transition paper, the IAB Tech Lab provides two detailed checklists to ease the transition for different stakeholders—one is designed for publishers, and the other for brands and agencies. Both include such tailored suggestions as communications best practices and information regarding the technical components that need to be updated. The IAB Tech Lab will also release tools such as a VAST Validator and a JS VPAID tester by January 2017 to help with the transition.

“The move from Flash to HTML5 and JavaScript is vital to improving user experience in digital video advertising,” said Alanna Gombert, Senior Vice President, Technology and Ad Operations, IAB, and General Manager, IAB Tech Lab. “We recognize that it’s a complex transition—one that cannot happen overnight. This guidance provides practical insights and how-to’s that simplify and facilitate the process for publishers, brands, and media agencies, as we build a stronger foundation for video marketing.”

“Transitioning Video Ads from Flash to HTML5/JS” is available for download at iabtechlab.com/html5videotransition.

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, GroupM, Hearst Magazines Digital Media, LinkedIn, PubMatic, Sonobi, 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]