The Interactive Advertising Bureau (IAB)'s Tech Lab has officially released the Dynamic Content Ad Standard in a bid to “increase the fluidity of ad formats and in general allow for more of a content-driven model where an ad simply becomes a rendering of several pieces of content.”
“It will serve as a foundation to a new era of dynamic ads, which have quickly become a big game-changing innovation in the advertising and digital marketing world,” Diaz Nesamoney, co-chair of the IAB’s Tech Lab Dynamic Content Ad Standards Committee, and founder and CEO of Jivox, wrote in a blog post on the IAB’s Tech Lab Web site.
A draft of the guidelines was initially released in October 2016, when the IAB Tech Lab called on industry members to offer feedback, which has now been incorporated into the ratified standard.
The core of the standard defines the content of an ad using metadata to describe the various components of an ad (image, copy, animation, video etc.). In doing so, the various components can be individually selected for placement based on data triggers, offering marketers the ability to accurately target on a granular basis.
The new IAB Tech Lab standard can accommodate all current ad formats, and will likely be able to integrate those that have yet to be created. Nesamoney pointed to chatbot ad formats and VR ads potentially using this standard in the future.