May 2009
Discrepancies have long been a challenge for the media industry and interactive advertising poses particular problems due to the different ways campaign data is managed by third party ad servers and publisher ad servers.
To help the industry in this regard, the Interactive Advertising Bureau (IAB) has announced the release of its Impression Exchange Solution, which identifies key functional requirements necessary for the automated exchange of impression data between publishers and third party ad servers, consequently allowing publishers and agencies to detect and address discrepancies in near real-time.
This is part of the IAB’s ongoing initiative to enhance efficiencies in the buying and selling of interactive advertising. The announcement was made at the IAB’s Ad Ops Council Agency Day, where leaders from the publisher and agency ad operations community come together to develop solutions for improving ad operations in the online advertising industry.
The Impression Exchange Solution was developed by the IAB’s Ad Ops Council and is part of an ongoing joint initiative between the IAB and the American Association of Advertising Agencies (4A’s) called the Interactive Reinvention Task Force.
The Impression Exchange Solution:
“Discrepancies in interactive advertising are an enormous problem—costing, and wasting, a lot of time, money, and effort,” said Randall Rothenberg, president and CEO of the IAB.
“We’ve been working with our partners to create real-world solutions. Once all parts of the supply chain adopt these recommendations, everyone will benefit.”
“This is a game-changer for the online industry,” said Jeremy Fain, VP Industry Services of the IAB.
“The Impression Exchange Solution achieves system integration and standardization of key processes in the buying and selling of interactive advertising—and that will dramatically reduce discrepancies while giving publishers and agencies more time to make campaigns more effective and engaging.”
“The Impression Exchange Solution is a crucial step to improve efficiencies in interactive advertising,” said David Cohen, EVP US Director of Digital Communications for Universal McCann, Chairperson of the 4A’s Digital Marketing Committee, and the agency lead of the Interactive Reinvention Task Force.
“Now it becomes critical for publishers, agencies and third party ad servers to adopt these solutions as part of their business processes. Through adoption, we get one step closer to reducing inefficiencies and discrepancies–two of the most vexing challenges for our industry.”
To view the complete document, please go to www. iab.net/ies
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