Feeds

Online ads need standards

US body says time to raise the bar

Build a business case: developing custom apps

Online advertising methods and terminology should be standardised to help advertisers and publishers navigate the complex internet advertising process, US trade body the Interactive Advertising Bureau (IAB) has said.

The IAB has published a set of guidelines that it wants advertising networks and exchanges to follow to help businesses to conduct their advertising online.

"Over 1 million web sites carry advertising, and there are reports of [more than 300] ad networks and ad exchanges," said a new set of guidelines published by the IAB. "Web page content can change constantly and dynamically. The IAB Quality Assurance Guidelines are intended to demystify ad networks and ad exchanges.

Online advertising networks and exchanges are the organisations, such as DoubleClick, which match advertisers seeking to place ads as part of a campaign with the sites and publishers who want to sell their ad space.

The process can be more complicated than traditional advertising because payment is often dependent on results and results can be highly technical. The process is further complicated by the increasingly-common behavioural advertising technologies used to place ads in the first place.

The IAB's guidelines, produced by its Networks and Exchanges Committee, aim to clear up confusion about complex terms and processes as well as to help advertisers to ensure that their adverts do not appear on pages carrying copyright-infringing content, the IAB said.

"IAB Networks & Exchanges Quality Assurance Guidelines address two key objectives for the buying community: provide detailed information for acquiring inventory; contextual taxonomy and targeting; inventory vetting [and] data disclosure [and] eliminate confusion through a common vocabulary for targeting [and] data," said the guidelines.

The IAB said that companies which submitted to its guidelines will be better able to provide a standard, understandable service to companies.

"Networks & Exchanges that voluntarily agree to be certified against these guidelines are providing marketers and agencies with a standardized approach that is designed to make buying easier and to give increased control over where ads are placed," the guidelines said. "Marketers and agencies will have greater brand safety assurances that ads will not appear next to content that they decide is inappropriate."

"For the first time, the US ad networks and ad exchanges market will be giving advertisers consistent and standardized information, serving to build greater marketplace trust," the guidelines said.

“The definitions, standards and practices covered by ‘Networks & Exchanges Quality Assurance Guidelines’ afford advertisers the highest level of brand safety when they buy on networks and exchanges," said Sherrill Mane of the IAB.

The guidelines define some of the terms that ad networks might use, such as those indicating the levels and kinds of information provided to advertisers about where their ads run. It defines the kinds of relationships possible between networks and publishers and indicates what terms could define the categorisation of content on pages where ads will be displayed.

See: The guidelines (43-page/369kb pdf)

Copyright © 2010, OUT-LAW.com

OUT-LAW.COM is part of international law firm Pinsent Masons.

Gartner critical capabilities for enterprise endpoint backup

More from The Register

next story
Why has the web gone to hell? Market chaos and HUMAN NATURE
Tim Berners-Lee isn't happy, but we should be
Microsoft boots 1,500 dodgy apps from the Windows Store
DEVELOPERS! DEVELOPERS! DEVELOPERS! Naughty, misleading developers!
'Stop dissing Google or quit': OK, I quit, says Code Club co-founder
And now a message from our sponsors: 'STFU or else'
Apple promises to lift Curse of the Drained iPhone 5 Battery
Have you tried turning it off and...? Never mind, here's a replacement
Linux turns 23 and Linus Torvalds celebrates as only he can
No, not with swearing, but by controlling the release cycle
Scratched PC-dispatch patch patched, hatched in batch rematch
Windows security update fixed after triggering blue screens (and screams) of death
This is how I set about making a fortune with my own startup
Would you leave your well-paid job to chase your dream?
prev story

Whitepapers

Top 10 endpoint backup mistakes
Avoid the ten endpoint backup mistakes to ensure that your critical corporate data is protected and end user productivity is improved.
Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
Backing up distributed data
Eliminating the redundant use of bandwidth and storage capacity and application consolidation in the modern data center.
The essential guide to IT transformation
ServiceNow discusses three IT transformations that can help CIOs automate IT services to transform IT and the enterprise
Next gen security for virtualised datacentres
Legacy security solutions are inefficient due to the architectural differences between physical and virtual environments.