IAB releases schema standard for dynamic content ads

The IAB Tech Lab released a standard for dynamic content ads this week for public comment. The standard is a schema (structured meta data) aimed at increasing the relevancy of ads — and eliminating the need for creating dozens of ad variations — by automatically tailoring ads based on user factors such as gender, location, weather and language.

The new standard is designed to function across devices and screen sizes, as well as ad types, including display, video, audio, native or social.

A tool powered by dynamic ad platform Jivox on the IAB site shows examples of dynamic creative based on gender and weather, as shown in the two versions below, and geography and language. The tool also shows the JSON objects corresponding to the dynamic elements that developers can download.

Cary Tilds, chief innovation officer of GroupM and co-chair of the IAB Tech Lab Dynamic Content Ad Standard Working Group, said in a statement, “Dynamic creative will help lay the critical foundation for a future where creative meets technology in a much more rigorous way, eventually supporting the emergence of artificial intelligence in digital advertising, allowing creativity to become even more relevant.”

“In the same way programmatic media platforms revolutionized media buying, the IAB’s groundbreaking new standard will fuel the growth of programmatic and dynamic creative, and advance the entire digital advertising ecosystem,” said Diaz Nesamoney, CEO, Jivox, and co-chair of the IAB Tech Lab Dynamic Content Ad Standard Working Group.

The public comments on the schema are welcome through November 28, 2016, via email at dynamiccontentads@iab.com. The IAB Tech Lab Dynamic Content Ad Standard Working Group will then make any necessary revisions and release the final version.

About The Author

Ginny Marvin

As Third Door Media’s paid media reporter, Ginny Marvin writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land and Marketing Land. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She provides search marketing and demand generation advice for ecommerce companies and can be found on Twitter as @ginnymarvin.