IAB Tech Lab Releases Dynamic Content Ad Standard to Deliver More Relevant Ads to Consumers & Greater Efficiency and Effectiveness to Marketers

The IAB Technology Laboratory today released for public comment the “IAB Dynamic Content Ad Standard,” a schema that will increase the relevancy of ads delivered to consumers across desktop and mobile screens, ultimately providing marketers with greater digital advertising efficiency and effectiveness. The new standard will enable digital ads—whether display, video, audio, native, or social—to render differently depending on the viewer, allowing a varied set of assets to be deployed on the fly in response to predetermined data triggers and business rules.