Results tagged “Technology” from IABlog
- The IAB CodeBank: The advertising industry’s repository of Open Source code, tools and implementation solutions;
- An Open Source network of developers which collaborates with the Tech Lab, donating their time, development cycles and resources to issues of interest to the IAB community; and
- A platform of utilities and testing tools that allow members to work with the specifications the IAB produces in order to help solve their real-world implementation needs.
”Safeframe is a standard which enables publishers to include 3rd party advertisements, including advanced ad formats such as richmedia, while mitigating the risk of data leakage or broken page because of the ad and page content interferences. It also provides a standard way to measure viewability across cross-domain iFRAME. Most recently we have deployed SafeFrame on one of our largest properties - Outlook. This is laying the foundation for serving 3rd party ads while making sure that our user’s data is protected and privacy is maintained.”
“One of the largest benefits of digital advertising is how dynamic it is. The entire industry works toward delivering the most relevant and captivating advertisements to individual users. But being that dynamic comes with huge tradeoffs in terms of level off effort, safety, privacy, and consistent metrics. The whole idea with SafeFrame, is to have a foundation on the web for such advertising to reside, so that we can mitigate those tradeoffs, as well as move towards the future. Rolling out and developing SafeFrame and other standardizing technologies like it, is in of itself a large challenge. And that’s why it’s a very big win, for the IAB to take a leadership role creating and managing the technology required. Standards and specifications are the first step, but it’s critical to have open technology platforms that enforce and deliver on those standards.”
“The ‘Patcher’ is the first in a series of tools and services being offered by Streamwize to help accelerate and simplify SafeFrame adoption by both advertisers and publishers and raise the floor of ad capabilities for the industry. It is an enhanced, open source web-based tool that advertisers can use to inject, test and view their creatives on nearly any web site with both SafeFrame and Friendly iFrame simultaneous format support. Within the tool, you simply put your own creative code snippet or ad tag, the web site you wish to target for testing and either auto select or enter the CSS expression of where the creative will be rendered on the targeted web site page. The tool supports all IAB layout designs including floating lightboxes and expanded ads as well as the ability to define height and width. It then works by proxying any selected URL, injecting the SafeFrame publisher-side framework into the web site, and then loading the selected creative into the specified location. You also get a unique URL you can share with others so they can also see how your creative would look and operate, in context on the targeted website before certification or client review.Streamwize is further developing tools for publishers to ease the transition to SafeFrame by allowing them to simultaneously support SafeFrame with older standards until they are ready to make a full switch over to SafeFrame. Building tools for both publishers and advertisers on top of SafeFrame allows publisher and advertisers to leverage some of its advantageous features, including support for measurement and contextual advertising.Such is the critical importance of SafeFrame adoption across the industry in dealing with thorny issues such as mitigating publisher risk, consumer protection and viewability, that Streamwize will offer the “Patcher” tool free and will shortly be launching a dedicated web site to showcase why it is committed to the SafeFrame cause and it’s growing capabilities and benefits for advertisers and publishers.”
Alan Turransky is the Senior Director of Technology and Ad Operations at IAB.
Now that buyers and sellers have become more familiar with cookie-replacement technologies, and many are choosing to create their own proprietary solutions, a larger business and process discussion about audience engagement and the usage of audience data has emerged. Where the need was previously to understand the available technology choices, now many in the market are focused on gaining clarity around the new techniques, and best practices, for use and control of audience data in this developing cross-platform landscape. Including, but not limited to, the use of audience identifiers - the IAB’s Data Council will be home to continued discussions and guidance for how we can all be good data stewards. This will undoubtedly include timely issues such as data quality, protection, control and using data to inform an overall digital strategy.
- Jordan Mitchell, VP Product, Rubicon
- Amy Kuznicki, Associate Director, Verizon
- Susan Pierce, Engineering Manager, Google
- Matt Tengler, SVP Product, Millennial Media
- Phillip Smolin, SVP Market Solutions, TURN
About the Author
Scott Knoll is the CEO of Integral Ad Science.