Working Groups by Product Line
Display Creative Guidelines Working Group
Display creative guidelines group’s charter is to develop and maintain the guidelines for IAB recommended creative units that define the initial k – weight, ad functionality, ad features guidance and best practices. In 2015, the working group released a completely revised set of guidelines embracing HTML5 technology and standards.
Dynamic Content Ad Standards Working Group
A newly formed work group formed to develop the specifications for developing a standard language for ad creative layout that will enable easy assembly of creative elements in real time and also tracking for optimization and reporting.
Flex Ad Standards Working Group
The Flex Ads working group is focused on two major initiatives. One is to define new Ad portfolio recommendations based on responsive and flexible aspect ration based Ad units that can scale across multiple devices sizes as well as integrate much better with responsive designs being adopted by the publishers. Second is to implement LEAN principles in ad formats and ad functionality for a better and faster performing user experience.
HTML5 Best Practices Working Group
Evolving from the Display Creative Guidelines working group, the IAB recognizes the industry demand for best practice guidance in HTML5 ad creative design. As the digital advertising industry continues the push towards adopting open web standards through the use of HTML5, there are several hurdles that hinder scalable and consistent workflows, performance, and user experience across all platforms and devices. From perspectives in PC and mobile, the HTML5 working group will develop and release best practices and address top challenges in a series of phases. Based off of the HTML5 Best Practices draft initiated in the Display Creative Guidelines working group, the primary topics to be addressed are:
- Creative file size
- Inconsistent and fragmented performance
- Feature support
- Lack of content creation tools
Ad Blocking Working Group
The tactical group for efforts addressing the ad blocking issue. This group has provided input into Ad Format Guidelines Working Groups, and is actively developing a whitepaper on post-detection options for publishers. Going forward, the group may work to drive consensus on the post-detection options, and the establishment of practical applications of the LEAN principles. The group also serves as a clearinghouse for ad blocking status updates.
As this is an emerging group, it’s open to participants from all areas. The current efforts skew towards publisher concerns, and we would like more participation from representatives through the supply chain.
Blockchain Working Group
The goal of the Blockchain Working Group is to investigate the application of blockchain technology to address challenges in the digital advertising space and to develop standards and best practices for the utilization of blockchain technology.
OpenData Task Force
The goal of the OpenData Task Force is to develop technical solutions for data strategy challenges in the digital advertising industry; reducing friction by addressing data description, data structure, and data integrity. This task force will reduce friction in ETL processes for buy-side by addressing data field nomenclature normalization. Suggested participants in this Task Force have technical roles in product management, engineering, or software development and are coming together from agencies/advertisers, DSPs, programmatic exchanges, data infrastructure platforms, cross-infrastructure/analytics companies, billing/reconciliation tech, verification tech, DMPs, and other cross-industry technology companies
SafeFrame Implementation Working Group
The SafeFrame Implementation Working Group will focus on addressing operational challenges and hurdles related to SafeFrame adoption. The base technology is out there and some early adopters have it already working in production environments. Others are testing, and more than a few big companies have it firmly on their product road maps for release later this year. More work will be defined and undertaken in Q1-Q2 2016.
Taxonomy & Mapping Working Group
The IAB Taxonomy and Mapping Work Group will initially only work on updating IAB Tech Lab Content Taxonomy, and will address the need for future taxonomies under IAB as they are identified. This group seeks participants who are experts in content classification and standard id mapping technology. Examples of suggested participants fall within the following business units: Analytics and Reporting, Product Management, Business Operations, Systems Architecture.
Audio & Video
Digital Video Ad Format Guidelines Working Group
This working group is now in hiatus. The DV In-Stream Ad Format Guidelines were made available to the public on Jan 8 2016. We are no longer taking contributors to this group until we need to start it up again in the future. However we reach out to the group members from time to time when questions about video ad formats come up.
Digital Video Technical Standards Working Group
This working group owns the advancement of the IAB’s video-focused technical specs, which are VAST, VPAID, and VMAP. The current area of focus for the DV Technical Standards Working Group is an update to VPAID to match the changes in VAST4, as well as a minor update to VAST4.
Suggested participants should have a video focus, or interest in video technology and ad operations. CTOs, Heads of Product, Developers, Directors/VPs of Engineering, Directors/VPs of Product, Product Managers, Platform/Product Architects and Technical Leads are ideal titles.
OpenVV Working Group
OpenVV is an open-source technology for measuring ad viewability that is aligned with commonly agreed upon industry standards. OpenVV has been recently on-boarded by the IAB Tech Lab for continued maintenance and code hosting within its GitHub Repository. This group is a subgroup of the Digital Video Technical Standards Work Group, developments of this subgroup will either align or roll into the primary Digital Video Technical Standards Working Group process for finalization.
OTT Technical Working Group
This working group will focus on technical standards for advertising in the OTT space. This will include topics like an Identifier for Advertising (IFA), Interactivity standards, Verification standards etc., for OTT devices.
Podcast Technical Working Group
This working group is developing Podcast Measurement Guidelines that will address podcast content and advertising methods specific to both download and streaming podcasts. Current participants include Heads of Product, Directors/VPs of Engineering, Technical Leads, and Analytics and Reporting Leads.
Video Tools & Best Practices Subgroup
This is a subgroup of the Digital Video Technical Standards Working Group. Members contribute to tools (sample code, testing tools, etc) as well as develop best practices content that help use the technical video standards. Examples of the work this group is currently working on are a VAST & VPAID video player showcase, and a deeper analysis of the VAST error codes and their common root causes.
Mobile Rich Media Ad Interface Definitions (MRAID) Working Group
MRAID Ads SDK Tester Working Group
As more mobile trafficking moves to programmatic exchanges, qualifying inventory with different SDK will be critical.The MRAID Ads SDK Tester Working Group is responsible for developing and maintaining iOS and Android mobile apps that will enable testing of creative ad tag against multiple Ad SDKs in minutes. This will allow DSPs to qualify rich media supply, creative developer to quickly test their creative.
Open Measurement Working Group
The objective of this working group is to develop an Open Measurement SDK designed to facilitate third party viewability and verification measurement for ads served to mobile app environments without requiring multiple verification vendor SDKs
Data Quality Working Group
The Data Quality Working Group is focused on developing a point of view and practical guidance intended to make data quality consistently understandable among buyers, sellers, and vendors. Quality in this sense is defined as data that accurately assigns demographic, geographic, or behavioral attributes to an identified user.
Header Tag Task Force
The Header Tag Task Force is focused on evaluating the technical implications of header bidding. This is a highly technical working group and we are looking for one engineer per company to participate in this initiative.
Identity Standards Working Group
The Identity Standards Working Group is focused on developing best practices and formal standards related to user-level, cross-device mapping. Understanding the central role of identity in audience segmentation, measurement, attribution, and more, this group seeks to improve consistency and transparency of identity resolution and management, by addressing identity data currencies, data provenance, relationships between data sources and degrees of persistence, and consumer privacy.
OpenDirect Working Group
The OpenDirect effort is currently focused on continued updates to the OpenDirect API protocol. This is a highly technical working group. Suggested participants include Developers, Heads of Engineering, Product Owners, and other Technical Leads with automated guaranteed buying and selling experience.
OpenRTB Working Group
The OpenRTB effort is currently focused on continued updates to the OpenRTB protocol. This is a highly technical working group. Suggested participants include Developers, Heads of Engineering, Product Owners, and other Technical Leads.
OpenRTB Commit Group
The OpenRTB Commit Group is comprised of leaders in this working group who provide technical direction in the development of the OpenRTB specification.
OpenRTB Native Working Group
The OpenRTB Native Subgroup effort is currently focused on continued updates to the Dynamic Native Ads API and the OpenRTB protocol with a focus on Native.This is a highly technical working group. Suggested participants include Developers, Heads of Engineering, Product Owners, and other Technical Leads with expertise in native advertising.