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Top Trade Groups Join Forces to Standardize Distribution Specs for Video Ads

Tuesday, November 1, 2016

Historic Effort Will Help Advertisers, Agencies, and Production Houses Streamline Cross-Platform Video Delivery

Leading trade associations serving the advertising, marketing, and video technology industries are joining forces in a historic bid to create new guidelines for simplifying the distribution of digital video ads throughout the ad production sector. Ad-ID is proud to have a seat at this table on behalf of its parent associations, the ANA and the 4A’s.

The recommendations to be developed are aimed at advertisers, agencies, and production houses engaged in the production of digital video on computers, smartphones, tablets, and traditional television, which is increasingly becoming a digital medium.

The trade groups taking part in the initiative include:

  • The Association of National Advertisers (ANA) and the American Association of Advertising Agencies (4A’s), represented by their joint venture, Ad-ID
  • The Interactive Advertising Bureau (IAB) Technology Laboratory
  • AICE (the North American post-production industry trade association)
  • The Digital Production Partnership Ltd. (DPP)
  • The North American Broadcasters Association (NABA)
  • The Coalition for Innovative Media Measurement (CIMM)
  • The Society of Cable Telecommunications Engineers (SCTE)

The trade groups will establish three joint working groups to address standards and make recommendations that will simplify digital video advertising distribution. Each group will address a specific area that the organizations have identified as critical for meeting the growing digital appetite of marketers and consumers:

  • File Delivery Specifications
  • Advertising Metadata
  • Audio Specifications and Best Practices

The three groups will commence work immediately, and their work will evolve according to the issues they are addressing. Depending on each group’s respective progress, an early draft of some recommendations could be completed by the end of the year.

“This is a momentous event in our industry whose time has come and is, in fact, overdue,” says Harold S. Geller, chief growth officer at Ad-ID. “Implementing common practices between digital assets will increase efficiency, profitability, and growth within our industry, and I’m proud to be working with this exceptionally distinguished lineup of industry groups to deliver meaningful standardization across the supply chain.”

Alanna Gombert, general manager at IAB Tech Lab and SVP of technology and ad operations at IAB, adds: “The time has come to chart a more efficient course that will support consumer consumption and ease navigation across multiple screens. These efforts will benefit not only our members but the industry as a whole.”

“AICE is proud to be taking an active role in determining the best digital advertising distribution practices for production and post,” says Ryan Schnizlein, chairman of AICE’s technical committee and chief technology officer at Cutters Studios. “We look forward to working with stakeholders in other top trade organizations to overcome current and future integration challenges for our members.”