IAB Issues Guidelines For Third-Party Ads

By: E&P Staff

The Interactive Advertising Bureau (IAB) has released new guidelines guidelines for public comment pertaining to third-party ad servers. The document supplements current measurement rules and provides definitions and guidance on the auditing process used in placement, trafficking, and reporting of interactive advertising.

“As an industry, we are providing marketers with the most powerful, accountable, and cost effective way to reach consumers,” Randall Rothenberg, president and CEO of IAB, said in a statement. “To continue to deliver on this promise, we must establish methods that reduce discrepancies in the buying process of interactive advertising — we’ve made great strides by bringing these guidelines to fruition.”

The document intends to “establish further transparency through certification by having all phases of ad serving put through a technology, process and data audit.” And there will also be a self-assessment questionnaire.

The comment period is for 30 days ending September 10.

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