There was an unexpected error authorizing you. Please try again.


Connected TV Working Group Icon

Announcing the Ad Creative ID Framework to Improve Connected TV Advertising Experience

IAB Tech Lab, the global digital advertising technical standards-setting body, announced today the Ad Creative ID Framework (ACIF). This framework supports the use of registered creative IDs that persist in cross-platform digital video delivery, in particular Connected TV (CTV) environments. IAB Tech Lab invites industry stakeholders to participate in public […]


IAB Tech Lab’s Advanced TV Working Group introduces an addendum to Video Ad Serving Template (VAST) to support cookieless attribution reporting for Google Chrome browser Attribution Reporting API. Moving Away from Cookies for Attribution Reporting One of the fundamental measurement features of digital advertising is the ability to link a […]

Guidance for Uniquely Identifying Creative Asset IDs in VAST (Deprecated)

This guidance is outdated as of June 11, 2024 with the release of the Ad Creative ID Framework which you can review here: Background: With the release of VAST 4.x, the latest versions of the digital video ad serving template, the Universal Ad-ID feature was introduced to address inconsistencies in […]

IAB Tech Lab Releases Final Version of VAST 4.1

By Amit Shetty The Digital Video Ad Serving Template Version 4.1 (VAST 4.1) was released for public comment on June 14th 2018, and received an unprecedented amount of feedback, reflecting the level of interest in this release of VAST. Following discussions in the Digital Video Working Group, we are now […]

VAST 4.0 Arrives, Championing the Technology Behind the Growth of Digital Video Advertising

By Amit Shetty Over the last few years, digital video has been in hyper growth mode, with a projected 80% of all internet traffic expected to be video by 2018. This is because of improvements in video technology, wider viewing device options, and an increase in content made available online […]