IAB Releases Dynamic Ad Targeting Guide

The Interactive Advertising Bureau's Technology Lab has released a draft version of its 'Dynamic Content Ad Standard', designed to increase the relevancy of targeted ads delivered to consumers across desktop and mobile screens. This standard should enable digital ads - whether display, video, audio, native, or social - to render differently depending on the viewer, while enabling a varied set of assets to be deployed in response to predetermined data triggers. It is programming language agnostic and has been designed for use by creative and technical professionals who build and deliver ads on a range of platforms. Media agencies and ops teams can also use the standard to track creative assets and report on their performance.