Knowledge Base

IAB US releases Native Advertising Playbook

|| by Patrick Marck

Native has become a hot topic in the advertising marketplace, but for the practice to flourish further, it needs consensus on definitions and structure. In response, the Interactive Advertising Bureau (IAB US) and its Native Advertising Task Force has released the “IAB Native Advertising Playbook” to serve as a consistent framework for the discussion surrounding… Read more »

IAB Belgium Whitepaper on Automated Trading – November 2013

|| by Patrick Marck

The evolution of the display advertising market over the past few years has been phenomenal. Among other technology advancements, the emergence of cloud computing and affordable automated technologies which allow efficient data management have created new possibilities to serve both advertisers and publishers needs. Automated trading and programmatic buying enables marketers to consolidate customer interactions… Read more »

Cookies for Mobile Whitepaper: limitations and impact

|| by Patrick Marck

Mobile advertising is essential for brands and advertisers to reach the millions of users who use smartphones and tablets in their everyday lives. However, there is a lot of confusion around using cookies to track and optimize mobile campaigns, especially in comparison in the desktop environment. The IAB US Whitepaper “Cookies on Mobile 101” details… Read more »

What’s the story behind the viewable impression? IAB’s update on the new digital metrics

|| by Patrick Marck

The absence of a consistent approach to measuring and assessing the effects of digital media has resulted in competing and contradictory measurement systems that contributed to a complex and costly supply chain for the industry. To help resolve this long-standing problem, and move digital measurement forward, Making Measurement Make Sense (3MS) was born. This project… Read more »

IAB US updated Quality Assurance Guidelines: open for public comment

|| by Patrick Marck

To foster brand safety and transparency in the digital advertising supply chain the Interactive Advertising Bureau (IAB) released a draft for public comment of its updated Quality Assurance Guidelines compliance program (QAG 2.0). The most significant change from the QAG 1.0 program is the structural shift from “networks and exchanges,” to a much broader “buyers… Read more »

IAB US and MMA issues Mobile Creative Guidelines in line with IAB Belgium’s Standards

|| by Patrick Marck

IAB US and the Mobile Marketing Association (MMA) issue ‘Mobile Phone Creative Guidelines’ to reduce industry fragmentation and empower creatives. In the rapidly evolving mobile marketplace, there is heightened demand for standards and guidelines that unify the advertising industry and expand on current industry accepted ad units. In order to maintain consistency, the “Mobile Phone… Read more »