Ad Technology Archives - IAB https://www.iab.com/iab_guideline_type/ad-technology/ Empowering the Media and Marketing Industries to Thrive in the Digital Economy Thu, 28 Jan 2021 15:56:25 +0000 en-US hourly 1 https://wordpress.org/?v=6.4.2 Sellers.json https://www.iab.com/guidelines/sellers-json/ Sun, 15 Sep 2019 20:35:03 +0000 https://www.iab.com/?post_type=iab_guideline&p=115744 sellers.json provides a mechanism to enable buyers to discover who the entities are that are either direct sellers of or intermediaries in the selling of digital advertising. A published and accessible sellers.json file allows the identity of the final seller of a bid request to be discovered (assuming that they are ads.txt authorized).  It also allows … Continued

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]]> sellers.json provides a mechanism to enable buyers to discover who the entities are that are either direct sellers of or intermediaries in the selling of digital advertising.

A published and accessible sellers.json file allows the identity of the final seller of a bid request to be discovered (assuming that they are ads.txt authorized).  It also allows the identities of all nodes (entities that participated in the bid request) in the SupplyChain object to also be discovered. Currently, it is possible for the final seller to be identified via the Publisher.name and Publisher.domain attributes, but in practice, these properties are inconsistently populated by various selling systems. sellers.json enables smaller bid request object sizes by allowing this information to be looked up and cached “offline” rather than supplied with every bid request. sellers.json also allows the identification of any and all intermediaries that participated in the selling of a bid request.

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]]> OpenData https://www.iab.com/guidelines/opendata/ Sun, 15 Sep 2019 20:32:33 +0000 https://www.iab.com/?post_type=iab_guideline&p=115741 The new OpenData standard impacts companies who receive data reports from sources such as ad tech vendors, data management platforms, and other partners. For example, an agency or a publisher may receive reports (delivered in excel format or via API connections) from partners that have varied header field names. The process of merging these reports … Continued

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]]> The new OpenData standard impacts companies who receive data reports from sources such as ad tech vendors, data management platforms, and other partners. For example, an agency or a publisher may receive reports (delivered in excel format or via API connections) from partners that have varied header field names. The process of merging these reports may be manual and tedious, due to the lack of common field names.

Members of the OpenData task force contribute to this standard, so that the standard is commonly owned, and not proprietary to one company.

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]]> Data Transparency Standard https://www.iab.com/guidelines/data-transparency-standard/ Sun, 15 Sep 2019 20:26:27 +0000 https://www.iab.com/?post_type=iab_guideline&p=115737 IAB Tech Lab has worked closely with data providers to develop an industry-first standard aimed at bringing transparency to the data marketplace. This work is ultimately intended to align with IAB Tech Lab’s Data Transparency Framework Proposal, published for public comment in May 2018 (see full details below). The announcement marks an exciting and long-overdue … Continued

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]]> IAB Tech Lab has worked closely with data providers to develop an industry-first standard aimed at bringing transparency to the data marketplace. This work is ultimately intended to align with IAB Tech Lab’s Data Transparency Framework Proposal, published for public comment in May 2018 (see full details below). The announcement marks an exciting and long-overdue advancement in the audience addressability space that strengthens digital marketing’s core role in supporting online content and services, and mutually benefits advertisers, consumers, and platforms alike.

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]]> Audience Taxonomy https://www.iab.com/guidelines/audience-taxonomy/ Sun, 15 Sep 2019 20:24:18 +0000 https://www.iab.com/?post_type=iab_guideline&p=115735 Historically, data vendors, DMPs and analytics providers have used custom taxonomies to describe and segment their audiences, with little or no standardization across vendors. This results in sometimes drastically different descriptions even for similar data, where vendor A could describe a segment as “Auto-intenders” and vendor B describes a similarly segmented audience as “In-market for … Continued

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]]> Historically, data vendors, DMPs and analytics providers have used custom taxonomies to describe and segment their audiences, with little or no standardization across vendors. This results in sometimes drastically different descriptions even for similar data, where vendor A could describe a segment as “Auto-intenders” and vendor B describes a similarly segmented audience as “In-market for cars”. Comparability is also made more difficult due to the fact that in house taxonomies reflect a wide range of audience segmentation approaches, including demographic (age, gender, household income, etc), interest-based, purchase-intent based, psychographic, and many more.

With the introduction of IAB Tech Lab’s Audience Taxonomy, the industry now has a common nomenclature for audience segment names to improve the comparability of data across different providers. It is a key element in IAB Tech Lab’s Data Transparency Standard (datalabel.org), which facilitates consistent labeling of audience data by first-party and third-party sources. The Audience Taxonomy also provides a mechanism to make segmentation approaches much clearer (categorically) by introducing Tier 1 level labeling that designates whether the segment describes attribution that is demographic, interest-based, or purchase-intent based.

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]]> Ads.txt https://www.iab.com/guidelines/ads-txt/ Sun, 15 Sep 2019 20:22:53 +0000 https://www.iab.com/?post_type=iab_guideline&p=115731 The mission of the ads.txt project is simple: Increase transparency in the programmatic advertising ecosystem. ads.txt stands for Authorized Digital Sellers and is a simple, flexible and secure method that publishers and distributors can use to publicly declare the companies they authorize to sell their digital inventory. By creating a public record of Authorized Digital … Continued

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]]> The mission of the ads.txt project is simple: Increase transparency in the programmatic advertising ecosystem. ads.txt stands for Authorized Digital Sellers and is a simple, flexible and secure method that publishers and distributors can use to publicly declare the companies they authorize to sell their digital inventory.

By creating a public record of Authorized Digital Sellers, ads.txt will create greater transparency in the inventory supply chain, and give publishers control over their inventory in the market, making it harder for bad actors to profit from selling counterfeit inventory across the ecosystem. As publishers adopt ads.txt, buyers will be able to more easily identify the Authorized Digital Sellers for a participating publisher, allowing brands to have confidence they are buying authentic publisher inventory.

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]]> Content Taxonomy https://www.iab.com/guidelines/content-taxonomy/ Thu, 30 Nov 2017 15:51:08 +0000 https://www.iab.com/?post_type=iab_guideline&p=42947 The Content Taxonomy has evolved over time to provide publishers with a consistent and easy way to organize their website content. For example, to differentiate “sports” vs. “news” vs. “wellness” material. IAB Tech Lab’s Content Taxonomy specification provides additional utility aimed at minimizing the risk that content categorization signals could be used to generate sensitive … Continued

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]]> The Content Taxonomy has evolved over time to provide publishers with a consistent and easy way to organize their website content. For example, to differentiate “sports” vs. “news” vs. “wellness” material. IAB Tech Lab’s Content Taxonomy specification provides additional utility aimed at minimizing the risk that content categorization signals could be used to generate sensitive data points about things like race, politics, religion, or other personal characteristics that could result in discrimination. While the Content Taxonomy itself doesn’t constitute sensitive data – it simply categorizes page content, and does not on its own reveal information about a user – there are few technical controls preventing taxonomy nodes being associated with individual IDs to build behavioral profiles over time based on content preferences.

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]]> SafeFrame Implementation Guidelines https://www.iab.com/guidelines/safeframe/ Tue, 19 Aug 2014 20:45:56 +0000 https://www.iab.com/?post_type=iab_guideline&p=15867 SafeFrame is a managed API-enabled iframe that opens a line of communication between the publisher page and the iframe-contained ad creative. While an iframe restricts any activity between the ad and the page, the communication protocol available with SafeFrame enables rich interaction without risking page security. Download via IAB Tech Lab

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]]> SafeFrame is a managed API-enabled iframe that opens a line of communication between the publisher page and the iframe-contained ad creative. While an iframe restricts any activity between the ad and the page, the communication protocol available with SafeFrame enables rich interaction without risking page security.

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]]> HTML5 for Digital Advertising https://www.iab.com/guidelines/html5/ Mon, 15 Jul 2013 16:50:49 +0000 http://iab.wpengine.com/guidelines/html5-for-digital-advertising-1-0-guidance-for-ad-designers-creative-technologists/ HTML5 Ads are like mini web pages and require multiple file types to create the ad display and ad features. These files need to be packaged in a way that optimizes load performance and reduces the time it takes to display the ad. However, ad developers may not know how they can produce a visually … Continued

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]]> HTML5 Ads are like mini web pages and require multiple file types to create the ad display and ad features. These files need to be packaged in a way that optimizes load performance and reduces the time it takes to display the ad. However, ad developers may not know how they can produce a visually appealing and interactive ad while making the ad easier to load. In addition, HTML5 opens up a diverse set of choices for designers. This guide is designed to help designers navigate the different choices in technologies like javascript, CSS, SVG, video formats, and codecs as well as understand how they are served and executed for maximum performance.

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