Iab standard

Since the release in 2002 of the “4A’s/IAB Standard Terms and Conditions v2.0,” interactive advertising platforms have evolved dramatically. Buyers and sellers of interactive advertising have often found themselves burdened with protracted, time-consuming negotiations and lengthy addendums. To remove these frictions and delays, the Interactive Advertising Bureau (IAB) and the Association of American Advertising Agencies (4A’s) today announced the release of the “4A’s/IAB Standard Terms and Conditions for Interactive Advertising Version 3.0” for public comment. This new version of the Terms & Conditions (Ts&Cs) now encompasses the breadth of advertising platforms and tools that are currently utilized in the creation of an interactive advertising campaign, including performance-based advertising and user-generated content platforms. This contract will become the standard by which media companies and agencies or advertisers expedite the most common types of interactive media buys. In addition to including new interactive platforms, the “4A’s/IAB Standard Terms and Conditions for Interactive Advertising Version 3.0” contains updates across the following key areas: Data usage Third-party ad-serving, tracking, and billing Billing and payment terms Cancellation terms Editorial adjacencies Late creative Indemnity “This is an enormous accomplishment on behalf of the advertising industry,” said Randall Rothenberg, President and CEO of the IAB. “Streamlining business processes in interactive has been one of our main objectives as an organization and with the contributions from both advertising agencies and media companies we believe that we have accomplished this goal.” “The revised Ts&Cs will have a dramatic—and positive—impact on the daily business practices in the advertising community,” said Nancy Hill, President and CEO of the 4A’s. “We brought agencies and media companies together with the idea of creating a document that will improve work flow and make it easier to buy interactive advertising and I think we’ve succeeded.” The need for new Ts&Cs was identified by the 4A’s/IAB joint Reinvention Task Force and the Version 3.0 initiative was launched in April 2009. More than 100 finance, legal, sales and buying leaders from a cross-section of media companies and media agencies volunteered to take part in updating the Version 2.0 document. “Updating the Ts&Cs is a perfect example of what the Reinvention Task Force was meant to accomplish. Instead of spending time negotiating the same things over and over again for each campaign, an industry-accepted Ts&Cs document will allow us to use our resources where they are needed most—ensuring campaigns maximize advertisers’ results,” said David Cohen, Executive Vice President,

TaxonomiesEasy access to IAB Tech Lab taxonomies, as listed belowContent TaxonomyThe Content Taxonomy provides a common language that can be used when describing content or the aboutness of a webpage, application, or video. Typical uses of the content taxonomy are contextual targeting and brand safety.Audience TaxonomyProvide common nomenclature for audience segment names to improve comparability of data across different providers. It is a key element in IAB Tech Lab’s Data Transparency Standard, which facilitates consistent labeling of audience data by first-party and third-party sources. The Audience Taxonomy also provides a mechanism to make segmentation approaches much clearer (categorically) by introducing Tier 1 level labeling that designates whether the segment describes attribution that are demographic, interest-based, or purchase-intent based.Ad Product TaxonomyThe Ad Product Taxonomy establishes a standardized nomenclature for describing the product or service being advertised within a creative unit. It aims to provide publishers with stronger signals to, 1) control the types of ads that are delivered via automated channels and, 2) measure the performance of those ads against internal KPIs.Versioning PolicyUpdates to IAB Tech Lab Taxonomies are considered by the Taxonomy and Mapping Working Group as new proposals are submitted. Errata, such as clarifications or corrections to descriptions not materially impacting the specification itself, are addressed in the release following when the error or inconsistency was found.The format for version numbering includes major and minor versions where major version numbers represent breaking changes and minor version numbers represent improvements such as new rows that do not change the taxonomy's hierarchical structure. For example, Audience Taxonomy 1.1 is a non-breaking update to Audience Taxonomy 1.0 whereas Content Taxonomy 3.0 may not be used alongside earlier versions (i.e. Content Taxonomy 1.0 through Content Taxonomy 2.2).Contributors and Technical GovernanceTaxonomy and Mapping Working Group members provide contributions to this repository, Slack and via participation in working group sessions. Participants in the Taxonomy and Mapping Working Group must be members of IAB Tech Lab.ContactFor more information, or to get involved, please email [email protected] IAB Tech LabThe IAB Technology Laboratory is a nonprofit research and development consortium charged with producing and helping companies implement global industry technical standards and solutions. The goal of the Tech Lab is to reduce friction associated with the digital advertising and marketing supply chain while contributing to the safe growth of an industry. The IAB Tech Lab spearheads the development of technical standards, creates and maintains a code library to assist in rapid, cost-effective implementation of IAB standards, and establishes a test platform for companies to evaluate the compatibility of their technology solutions with IAB standards, which for 18 years have been the foundation for interoperability and profitable growth in the digital advertising supply chain.Learn more about IAB Tech Lab here: Specification the IAB Tech Lab is licensed under a Creative Commons Attribution 3.0 License. To view a copy of this license, visit creativecommons.org/licenses/by/3.0/ or write to Creative Commons, 171 Second Street, Suite 300, San Francisco, CA 94105, USA.By submitting an idea, specification, software code, document, file, or other material

US Director of Digital Communications for UM, Chairperson of the 4A’s Digital Marketing Committee and the agency lead of the Interactive Reinvention Task Force. “We now want to make sure that Version 3.0 of the Ts&Cs is adopted throughout the industry.” One of the most important updates in Version 3.0 addresses the new challenges of data rights and usage. Media companies, agencies and advertisers want to utilize data to the benefit of brand advertisers while protecting consumers who use their sites. For the first time, the new document details a set of rules regarding the types of data at issue and how each side may use these types. “Advertising data use has emerged as a sensitive and complicated debate among agencies, advertisers and media companies. We are very happy that the new Ts&Cs represent an alignment around terminology and principles related to such a difficult issue,” said Jason Ryning, a Senior Attorney at Microsoft and Co-Chair of the IAB Legal Affairs Council. “Version 3.0 represents a significant industry effort to build a contract that preserves the best of the Version 2.0 language and add terms that contemplate the rapidly evolving digital advertising marketplace. Standardized language that accounts for a variety of operational scenarios allows the industry participants to focus on providing a fantastic customer experience while minimizing the friction associated with individual transactions.” As part of the process of educating the marketplace and encouraging adoption, the Task Force has released “An Educational Guide to the 4A’s/IAB Standard Terms and Conditions Version 3.0” that documents the rationale behind both the new and unchanged language. The 4A’s and IAB strongly urge all those who review the new version to read the Educational Guide first. To review the Educational Guide and the Version 3.0 document and provide your feedback, please go to www.iab.net/tscs3. The 4A’s and the IAB will also co-host two webinars that will take participants through the major changes and give them the opportunity to ask any questions they may have. To find out exact dates and to register for those webinars, please go to www.iab.net/TCwebinar. The public comment period will remain open until Friday, January 29, 2010. About the IAB The Interactive Advertising Bureau (IAB) is comprised of more than 375 leading media and technology companies who are responsible for selling 86% of online advertising in the United States. On behalf of its members, the IAB is dedicated to the

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