Recent conversations regarding the “Making Measurement Make Sense” (3MS) initiative indicate that advertisers recognize the shortcomings of campaigns focused on impressions or post-impression attribution, and with campaigns optimized for clicks. In explaining the genesis of the 3MS initiative, the Interactive Advertising Bureau’s (IAB) website states that “while consumers have embraced digital media and continue to adopt new media behaviors, the marketing and media businesses have yet to create the tools necessary to keep up with consumers’ behavioral changes.”
Survey of Nearly 200 Advertising and Marketing Industry Thought Leaders Showcases Emerging Data Approaches & Identifies Key Challenges to Widespread Adoption
NEW YORK, NY — Continuing to demystify the myriad of digital data now available to marketers and online publishers, the Interactive Advertising Bureau (IAB) teamed with strategic consulting firm Winterberry Group to create a new study titled “From Information to Audiences: The Emerging Marketing Data Use Cases.” The white paper reveals new practices in data aggregation, management and deployment and spotlights barriers to widespread adoption. Its findings are based on research results from a survey of nearly 200 industry thought leaders and influencers, as well as Winterberry Group’s own quantitative and qualitative research.
Research from the Internet Advertising Bureau (IAB) launched today suggests that consumers see tablets as the perfect device for late evening use when in front of the TV.
The study from research company Sparkler in partnership with panel providers On Device Research, found that 51% of all tablet uses occurred in front of the TV. In fact, tablet owners are 50% more likely to use their tablet in this situation than their mobile (35%) or PC (33%).
Future marketing plans will need to include mobile devices. That’s the view of an increasing number of marketers. At an IDG mobile marketing panel discussion in September 2011, Anna Bager, who leads mobile initiatives at the Internet Advertising Bureau (IAB), was asked by IDG Strategic Marketing Services Director, Howard Sholkin, where should mobile fit in a promotional campaign? Click to see her answer…
NEW YORK, NY — ADTECH, MediaMind, PointRoll and VINDICO have pledged to complete implementation of the IAB Impression Exchange Solution (IES) by the end of Q2 2012, the Interactive Advertising Bureau (IAB) announced today. These four member companies join Google’s DoubleClick ad serving solutions, which has already rolled out IES to its client base, in the industry-wide effort to improve efficiency and accuracy in the invoicing and payment processes.
NEW YORK, NY — With brand marketers more frequently and more broadly leveraging cutting-edge rich media for their interactive campaigns, the Interactive Advertising Bureau (IAB) has updated its Rich Media Creative Guidelines for the first time since 2008. The result of nine months of work by a cross-industry group that balanced the requirements of advertisers and publishers with the need for positive consumer experiences, the revised guidelines were released today at the IAB Ad Operations Summit in New York City.
The Interactive Advertising Bureau worked with the Media Rating Council to craft ad verification guidelines in the hopes of limiting discrepancies between ad measurement and ad verification reports.
As more agencies and advertisers employ ad verification technologies to ensure ads appear on intended sites and reach the targeted audience, the IAB wants to standardize verification reporting. The organization is looking for public comments on the guidelines to be submitted by December.
EW YORK, NY – The Interactive Advertising Bureau (IAB) has taken another step forward to increase marketplace efficiency with the release today of the “Data Segments & Techniques Lexicon,” a new practical tool that provides media planners with a framework for clearer communication with publishers and data partners. This initiative is one of many that the IAB is undertaking in order to make buying and selling more streamlined and consistent across the digital marketing arena, enhancing the potential for further revenue growth for all stakeholders.
New guidelines from the Interactive Advertising Bureau address the fragmentation in in-app advertising, with incompatible rich media ad formats in the marketplace from a variety of vendors.
The IAB has been working with the mobile industry to define a common application programming interface for mobile rich media advertisements and has just released the new guidelines. The goal is to establish a standard framework for these ads and help further growth in mobile advertising.