IAB Networks & Exchanges Quality Assurance Guidelines
The US trade organisation Interactive Advertising Bureau (IAB) has released guidance for advert networks and advert exchanges to standardise methods to make buying easier and to give increased control over where adverts are placed.
Networks & Exchanges Quality Assurance Guidelines includes a detailed glossary of online advertising terms which provides a common vocabulary for advertisement targetting and data collection. The document provides detailed guidance on:
- transparency of inventory sources, publisher relationships, content types and placement details
- defined content categorisation based on 23 main "tier 1" taxonomy tiers
- vetting of the inventory based on a rating system and description of web page content
- data disclosure terms for off-site behavioral targeting and third-party data.
US advert networks and exchanges can voluntarily agree to be certified against these guidelines.
In case you missed it, the IAB and Network Advertising Initiative (NAI) jointly published the CLEAR Ad Notice Technical Specification which defines how to implement the cross-industry Self-Regulatory Principles for Online Behavioral Advertising. This provides a method for advertisers to provide additional information (meta data) with an advert which users can read, and choose whether to opt out. It will be interesting to see how the guidance is implemented in practice—there is an example demonstration advert on the Yahoo! Green web site.
The equivalent UK organisation in the IAB UK.
Posted on: 06 July 2010 at 08:15 hrs
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