IAB Tech Lab Releases Dynamic Content Ad Standard

Via MediaPost

The gist: The IAB Tech Lab released the IAB Dynamic Content Ad Standard for public comment.

More information:The standard aims to enable digital ads — whether display, video, audio, native, or social — to render differently depending on the viewer, allowing a varied set of assets to be implemented in real-time in response to pre-determined data triggers and business rules,” reported MediaPost.

“The standard was designed for creative and technical professionals who build and deliver ads on a variety of platforms,” the article added. “Media agencies and operations teams can also use the standard to track distinct creative assets and report on their performance.”

“It’s time for marketers to fully reap the benefits of audience targeting,” stated Alanna Gombert, senior vice president, technology and ad operations, IAB, and general manager, IAB Tech Lab, according to MediaPost. “This standard will allow brands to go beyond reaching consumers at the right place and time, offering the ideal creative to connect.”

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