The Interactive Advertising Bureau (IAB) today announced that it has held its first meeting of the Re-Imagining Interactive Advertising Task Force, comprised of top online publishers, media agencies and, for the first time, creative officers from the nation’s leading advertising agencies. Their purpose is to examine the current standards and update them, taking into consideration the evolution of online advertising.
“We believe we can make interactive advertising far more hospitable to the craft and practice of persuasion by putting creativity front and center in the development of advertising standards,” said Randall Rothenberg, President and CEO of the IAB. “By bringing creative agency leaders into the discussion of the standards, we highlight our industry-wide mission to showcase brands and engaging consumers in meaningful ways.”
The IAB first established a set of standards for interactive advertising in 2002. These standards have become the golden rule in online advertising, be it traditional CPM or affiliate advertising. The board includes players from heavy hitters like Cars.com, Disney Interactive Media Group, Google, Platform-A, Microsoft Advertising, Yahoo, and Turner Broadcasting System, Inc.
Also coming out of the IAB today is their Impression Exchange Solution. This document sheds light on impression data and makes it easy to convert to a single standard that all publishers will recognize.
The document identifies the key functional requirements necessary for the automated exchange of impression data between publishers and third-party ad servers, which will allow publishers and agencies to detect and address discrepancies in near real-time.
Their goal is to minimize discrepancies in online data. Good luck to the IAB!
