\On December 4, 2024, IAB Tech Lab announced the opening of a public comment period for the Ad Creative ID Framework (ACIF) Validation API. This API automates the validation of registered creative IDs, creating a simple workflow that scales ad operations with enhanced transparency and efficiency, representing a significant step toward standardizing processes across platforms in the TV and video supply chain. The public comment period will remain open until January 18, 2024.
“ACIF Validation API cuts through the noise and addresses a fundamental challenge in our industry,” said Anthony Katsur, CEO, IAB Tech Lab. “For too long, fragmented workflows have slowed us down and created inefficiencies. Now, publishers and platforms will have the tools they need to scale and simplify operations. But we need the industry to step up—review it, test it, and help us refine it during this comment period.”
The ACIF Validation API is part of a broader effort to normalize the tech stack across TV and video platforms. By requiring ad registration authorities to support it and encouraging ad tech platforms to integrate it, the API facilitates smoother decisioning, placement, and measurement processes for publishers and platforms alike. This standardization benefits key players across the ecosystem, from ad registration authorities to platforms that handle automated creative workflows.
You can read the whole press release here with comments from the ANA, NBCUniversal, Paramount, Extreme Reach, and AD-ID on this new development.
Katie Stroud
Sr Product Manager, Ad Experiences
IAB Tech Lab