Rothenberg: Anunciantes están haciéndose cargo de su propio destino digital
The Interactive Advertising Bureau (IAB) published the final version of its Standard Ad Unit Portfolio, featuring ads that allow for creative to adjust to a variety of screen sizes and resolution capabilities. “This new ad portfolio puts user experience front and center—benefitting both consumers and the brands that want to reach them online” said Randall Rothenberg, President and CEO at IAB. This new portfolio, developed by the IAB Technology Laboratory, includes specifications for horizontal and vertical ad experiences, such as vertical video ads; support for out-stream advertising that adheres to the portfolio’s broader video guidance; standardized guidance on use of video in display ads, with a maximum limit of 15 seconds for all videos that are not user initiated; non-disruptive ad guidance has been aligned with the Coalition for Better Ads (CBA) initial Better Ads Standards, among others. The portfolio is based on HTML5 technology and also includes a guide for new digital content experiences such as augmented reality, virtual reality, social media, mobile video, emoji ad messaging, and 360 º video ads. “I believe that we’ve created a portfolio that hits all of the marks, enabling beautiful, scalable and respectful advertising that will resonate with today’s consumers across all of their devices I believe that we’ve created a portfolio that hits all of the marks, enabling beautiful, scalable and respectful advertising that will resonate with today’s consumers across all of their devices” said Anthony Yam, CPO at Spongecell and Co-President at the IAB Tech Lab Flex Ads work group.
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