Results tagged “ads” from IABlog
Rob Kramer is General Manager of Mobile at OpenX
Joe Laszlo is Senior Director, Mobile Marketing Center of Excellence, at the IAB.
- 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.
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- The evolving and dynamic gamer landscape and trends
- The two main categories of games that can be played across multiple devices
- The three main types of advertising formats available to marketers and agencies with examples
- The most common performance models
- The most common revenue models
- The future evolution of game advertising
On the importance of this guide, Sandro Camarao of MediaBrix, who led the Game Advertising Ecosystem Guide working group said: It is important for buyers to understand how to leverage gaming content for maximum brand impact. Gaming has grown exponentially, and with its growth, new opportunities for brands to forge emotional connections with key audiences. The IAB Games Ecosystem Guide comes at a critical time for buyers who are determining how best to integrate gaming into their media plan.
IAB Game Committee co-chairs added:
In looking forward to 2015, the IAB Games Committee will take deeper dives into each of the three main types of advertising formats to provide more guidance for marketers and agencies who seek to deploy game advertising in their content marketing strategy and media mix.
On a related note: Be sure to check out the IAB’s recent (11/14) research study “Mobile Gamers: Who They Are, How They Shop, and How to Reach Them.” This report examines the behaviors and economic outlook of mobile phone owners who use their smartphone for all of its functions as compared to the general US Adult 18 and over population.
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Kristina Sruoginis is the Research Director at IAB.
Kristina Sruoginis is the Research Director at IAB.
If you are familiar with the story of the Tower of Babel, you’re aware of the potential power behind a commonly understood language. When everyone accepts definitions in the same way, the chance of confusion is eliminated and time can be spent more efficiently in progressing forward rather than having to consistently translate various interpretations. Digital Video In-Stream Metrics serve this exact purpose for buyers and sellers of digital video in-stream advertising, and have played an important role in maturing the industry and supporting its evolution.
Digital video is a fast moving marketing channel undergoing a large amount of innovation and technical functionality, so the industry will need to periodically review and revise standards to reflect the needs of current practice. The last update to the metrics was in 2008, so IAB convened a working group to modernize the metrics but we found during comment periods that there were some prevailing questions that we chose to address outside of the document.
We hosted the webinar, Digital Video Metrics Modernized to provide an overview of the document and addressed those questions, and as an added layer of clarity we have outlined them in an FAQ. Ultimately, our goal is to enable growth in the industry. We do this by building and maintaining consensus around the use of these metrics and concepts so that buyers understand sellers and transparency is established.
FAQ Digital Video In-Stream Metric Definitions
Why not combine the metric definitions with the Impression Measurement Guidelines?
IAB Impression Measurement Guidelines, which have been developed for display, mobile and digital video, describe technical details for how an ad impression should be counted in each of the specified contexts. Each of the Impression Measurement Guidelines documents is used in the industry to establish sound measurement practices for ad impressions.
In contrast, the Digital Video In-Stream Metric Definition document, simply describe a baseline of interactive metrics that companies can voluntarily track in digital video. No technical guidelines are imposed for how each metric is measured, allowing companies make the best use of their technology while offering the Industry a common definition for select interactive digital video metrics.
Why isn’t viewability covered in the update to metric definitions for digital in-stream video?
Viewability in digital video is a more complex issue than simply defining a term. The 2014 Digital In-Stream Video Metric Definitions only defines a baseline set of interactive metrics that the industry can use as a common lexicon. However, establishing common measurement practices for determining whether an ad is in view requires a process that identifies and addresses technical and operational challenges. The Make Measurements Make Sense (3MS) initiative is leading the efforts toward more effective impression measurements. As a standard becomes adopted in the industry, these metric definitions may be updated to reflect relevant changes.
We serve video ads into 300x250 placements on websites. Why is this being excluded from the definition for digital video in-stream video ads?
The format of an ad does not make it a digital video in-stream video ad; the context into which the ad is served defines digital in-stream video ads. The technology for receiving and executing ads is different and requires different resources when the ad is served into a webpage and when served into a video player. Video ads that are served into a webpage are commonly known as in-banner video ads and are executed by the browser. Separately, ads served into a player are received and executed by the player—each of which may be built using proprietary code. Therefore, only ads served to a player (video or otherwise), constitute a digital in-stream video ad.
What constitutes a “player?”
In the context of digital in-stream video, a player is a browser-based computer program that executes videos, animation, or games that streams publisher content.
One advertising strategy we use is to stream short clips of content along with ads into a display placement on a publisher’s webpage. Our ads are played before, during, or after the content we serve, and they’re served into a player. Are our ads considered digital in-stream video ads?
If the content being streamed belongs to the same publisher that also owns the webpage content into which you are serving the clips and ads, then yes. For example, a news publisher may post several short news clips in the sidebar of their page. Ads served into these news clips are considered digital in-stream video ads.
However, if the content belongs to publishers other than the one who owns the page content, and especially if that content is served to a display ad placement on the page, the content is a form of advertising. In this case, the content, as well as the ads served with it, are being served to the webpage and classified as in-page, or in-banner video ads.
Is mobile covered in this metric definition update?
Ads served into browser-based players that stream publisher content are considered digital in-stream ads, regardless of the device in which they play. However, mobile devices present some challenges to tracking ad interactions. Native players in mobile devices are capable of playing content while offline and therefore lack the persistent connection required for communicating ad interactions in real time. For now, the 2014 Digital In-Stream Video Metric Definitions are restricted to the context of live streaming content. However, to the extent possible, these metric definitions may be applied to native digital players in mobile.
Are the ads we serve into games considered digital in-stream video ads?
Yes, game publishers may sell ad inventory that is served into their browser-based game players. Ads served into these players are considered digital in-stream video ads.
Jessica Anderson is Senior Manager of Advertising Technology at IAB.