The Interactive Advertising Bureau (IAB) wants to help advertisers manage their quality assurance testing for mobile rich media ads. On Monday, the IAB Tech Lab released the MRAID Ads SDK Tester app at its at Annual Leadership Meeting in Palm Desert, Calif. The app is a free open-source tool designed to validate the functionality of […]
The digital supply chain is a morass and is losing the advertising industry about $8.2 billion a year, according to a joint study released Tuesday by the Interactive Advertising Bureau and Ernst & Young. The price tag includes losses and waste due to piracy, malware and invalid traffic, a trifecta that comprises what EY partner […]
As feeds become the new standard for web design, there’s a greater need to develop ad units that accommodate them. Such was the thinking behind the IAB’s Wednesday release of specifications for three kinds of in-feed advertising channels: social feeds (notably sponsored Facebook or Twitter posts), product feeds (which encompass ecommerce sites like Amazon and […]
Open auctions generated 70% of total programmatic revenue in the US last year, according to the Interactive Advertising Bureau’s (IAB) first-ever Programmatic Revenue Report. Programmatic display advertising totaled $10.1 billion last year, the study found, and made up 20% of 2014’s $49.5 billion total Internet ad revenues. The report, prepared in partnership with PricewaterhouseCoopers US […]
A year before the Media Rating Council (MRC) released its baseline definition of video ad viewability (at least 50% in-view for two consecutive seconds), a group of video vendors and agencies had formed their own initiative dubbed Open Video View (OpenVV). Founding consortium member TubeMogul, along with Innovid, BrightRoll, SpotXchange and LiveRail, developed standards in […]
When the IAB set out to craft a set of standards for digital audio advertising seven months ago, it wanted to address the challenge of consumers shifting to mobile and to organize the fragmented digital audio landscape. The effort resulted in the Digital Audio Ad Serving Template (DAAST), and many in the industry welcomed the […]
The viewability standard may be better served by saying what it isn’t, rather than what it is. “Viewability does not guarantee that an ad will be looked at, or that an ad will be appealing, or have an impact or generate awareness or change brand perception,” said Sherrill Mane, SVP of research, analytics and measurement at […]
Microsoft has reversed its approach to Do Not Track (DNT) and will no longer make it the default setting on the Internet Explorer browser and IE’s eventual replacement, Spartan. In a Good Friday blog post, Microsoft Chief Privacy Officer Brendon Lynch said the decision was made in order to comply with the World Wide Web […]
“Limited opportunities for creativity” – 44% of marketers surveyed by the IAB and research firm Ovum cite it as one of the key challenges they face when it comes to mobile advertising. That may be the perception, but it’s not the reality, as Showtime demonstrated at the IAB’s Mobile Marketplace conference in New York City on Monday. […]
Advertisers’ demand for viewability is frustrating for publishers, who must contend with new contracts, new billing structures and new ways to value inventory, all while ensuring meeting viewability standards doesn’t erode ad revenue. During a town hall at the IAB Annual Leadership Meeting in Phoenix, about half the publishers in the packed room said they had […]
