Alanna Gombert, gerente general de IAB Tech Lab
Eight leading associations of the advertising, marketing, and video technology industries are joining forces in an historic bid to create new guidelines for simplifying the distribution of digital video ads throughout digital video. The recommendations are aimed at advertisers, agencies, and production houses engaged in the production of digital video on computers, smartphones, tablets, and traditional television. Alanna Gombert, General Manager at the IAB Tech Lab, and SVP, Technology and Ad Operations at IAB, explained: “The time has come to chart a more efficient course that will support consumer consumption and ease navigation across multiple screens. These collective efforts will not only benefit our members, but the industry as a whole.” The groups that teamed up in this initiative are: The Association of National Advertisers (ANA), the Interactive Advetising Bureau (IAB) Technology Laboratory, the American Association of Advertising Agencies (4A’s), the North American post production industry trade association (AICE), the Digital Production Partnership Ltd (DPP), The North American Broadcasters Association (NABA), the Coalition for Innovative Media Measurement (CIMM), and the Society of Cable Telecommunications Engineers (SCTE). The organizations will establish three joint working groups. One will focus on file delivery specifications, a second on advertising metadata, and the third on audio specifications and best practices. A draft of recommendations could be completed by the end of the year.
