Standards for online media buying inch forward

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

eMedia Vitals, 3/23/11

The Interactive Advertising Bureau may finally be making some headway on a three-year-old initiative to standardize the online media buying process. It’s not quite a cure for the common cold, but creating common buying and selling protocols for online advertising could soothe many of the digital industry’s ills.

The IAB and its working group partners are preparing to expand the beta program for the IAB’s E-Business Interactive Standards initiative after making progress recently on a couple of key fronts. The project dates all the way back to 2008, when the IAB’s Ad Ops Council released a preliminary set of communication standards and system requirements for the electronic delivery and receipt of RFPs, proposals and insertion orders (IOs).

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