IAB introduces new standard to support adoption of dynamic ad creative

This week, the IAB Tech Lab introduced a standard schema for dynamic content ads. The schema is designed to improve ad relevancy and the adoption of personalized advertising.

“In the same way programmatic media platforms revolutionized media buying, the IAB’s groundbreaking new standard will fuel the growth of programmatic and dynamic creative, and advance the entire digital advertising ecosystem,” said Diaz Nesamoney, CEO, Jivox, and co-chair of the IAB Tech Lab Dynamic Content Ad Standard Working Group.

The standard is aimed at eliminating the need for designers to create dozens of ad variations for targeting specific audience segments. Using the schema, ads can automatically be tailored when served, based on user factors such as gender, location, weather and language, as well as page content.

Additionally, the new standard is designed to work across all devices and screen sizes, as well as ad types including display, video, audio, native or social.

The IAB site has a tool for developers to see and download JSON objects used in several examples of dynamic creative based on gender and weather and geography and language.

Cary Tilds, chief innovation officer, GroupM, and co-chair of the IAB Tech Lab Dynamic Content Ad Standard Working Group, said in a statement, “Dynamic creative will help lay the critical foundation for a future where creative meets technology in a much more rigorous way, eventually supporting the emergence of artificial intelligence in digital advertising, allowing creativity to become even more relevant.”

The standard is open for public comment through November 28, 2016, via email at dynamiccontentads@iab.com.  The IAB will then make any necessary changes before the final release.

About The Author

Ginny Marvin

As Third Door Media's paid media reporter, Ginny Marvin writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land and Marketing Land. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She provides search marketing and demand generation advice for ecommerce companies and can be found on Twitter as @ginnymarvin.