IAB Seeks Input on Draft Campaign Data Standards

Digital ad trade body the Interactive Advertising Bureau (IAB) has published a draft of its Campaign Data Standards, for public comment, Part of the association's Project Eidos initiative, the Standards propose a consistent, interoperable framework for structuring campaign data.

Project Eidos is a broad-ranging program looking to modernize and streamline key elements of the digital advertising ecosystem. This week's release is the first from the program, and aims to address 'long-standing inefficiencies that limit the industry's ability to measure, compare, and optimize performance at scale.'

The IAB says consistent and structured data is vital if approaches like attribution, incrementality and media mix modelling are to produce reliable, actionable insights. The document includes provision for standardized classifications for placements, formats and media types; consistent required data fields to support measurement and reporting; and greater alignment across platforms and partners to reduce reconciliation efforts.

Angelina Eng (pictured), Vice President of the organisation's Measurement Center, states: 'Campaign data is an important element of modern advertising, but too often it's fragmented and inconsistent across platforms, partners, and systems. Different naming conventions, misaligned classifications, and siloed datasets make it hard to reconcile data, slowing down reporting and pulling focus away from analysis and optimization. These standards are about creating a common language so the industry can move faster, reduce friction, and get to more meaningful insights.'

The draft is online here: www.iab.com/guidelines/campaign-data-standards-1-0-public-comment . It's open through June 14th for comment by stakeholders across the ad tech ecosystem, with a final version of the standards expected to be released by the fourth quarter of this year.

Web site: www.iab.com .