IAB Releases Dynamic Ad Targeting Guide

The Interactive Advertising Bureau's Technology Lab has released a draft version of its 'Dynamic Content Ad Standard', designed to increase the relevancy of targeted ads delivered to consumers across desktop and mobile screens.

This standard should enable digital ads - whether display, video, audio, native, or social - to render differently depending on the viewer, while enabling a varied set of assets to be deployed in response to predetermined data triggers. It is programming language agnostic and has been designed for use by creative and technical professionals who build and deliver ads on a range of platforms. Media agencies and ops teams can also use the standard to track creative assets and report on their performance.

Alanna Gombert (pictured), IAB's SVP of Technology and Ad Operations, and General Manager of the Tech Lab, comments: 'It's time for marketers to fully reap 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'.

The schema can be viewed at: www.iab.com/dynamiccontentads , and comments should be sent to dynamiccontentads@iab.com for evaluation by the IAB Tech Lab Dynamic Content Ad Standard Working Group.

Web site: www.iab.com .