The IAB Technology Laboratory has just unveiled a new standard that lets digital adverts be rendered differently depending on the devices they are being viewed on – mobile, desktop, tablets etc.
The IAB Dynamic Content Ad Standard ultimately seeks to increase ad relevancy across display, video, audio, native and social ads.
IAB’s Tech Lab
It has been designed with creative and technical professionals in mind to help them launch campaigns on a variety of platforms through agnostic programming language. In addition, media agencies and operations teams can use the standard to track specific creative assets and their performance.
Alanna Gombert, Senior Vice President, Technology and Ad Operations, IAB, and General Manager, IAB Tech Lab, explains that marketers these days should be able to focus on the benefits of audience targeting.
“This standard will allow brands to go beyond reaching consumers at the right place and time, offering the ideal creative to connect.”
A new standard for dynamic content adverts could indeed provide a change in outcomes across a wide variety of campaigns. Cary Tilds, Chief Innovation Officer, GroupM, and Co-Chair of the IAB Tech Lab Dynamic Content Ad Standard Working Group believes that dynamic creative can set the “foundation for a future where creative meets technology in a much more rigorous way”. Eventually, artificial intelligence could factor into this.
The IAB Tech Lab Dynamic Content Ad Standard Working Group is now running a public comment period for relevant parties to test the standards and comment. The group will then evaluate all the feedback it receives and make the necessary changes. Comments are being accepted via email to firstname.lastname@example.org.
Diaz Nesamoney, CEO, Jivox, and Co-Chair of the IAB Tech Lab Dynamic Content Ad Standard Working Group, adds:
“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. 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.”