The schema will enable developers, ad content management systems, ad servers and media platforms to efficiently create, serve and measure ads that are dynamically personalized based on user factors such as gender, location, weather and language.
A tool powered by dynamic ad platform Jivox on the IAB site shows examples of the standard in use to create a dynamic based on gender and weather, geography and language, as well as audio examples.
The standard is designed to meet the requirements of current ad formats, and Diaz Nesamoney, founder and CEO of Jivox and co-chair of the IAB Tech Lab Dynamic Content Ad Standards Committee, believes it could probably be used in future formats. “I am sure we will soon see Chatbot ad formats using this standard and, who knows, maybe even VR ads using this standard,” said Nesamoney in a statement.
The dynamic content ad standard is available for download here.
As Third Door Media’s paid media reporter, Ginny Marvin writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land and Marketing Land. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She provides search marketing and demand generation advice for ecommerce companies and can be found on Twitter as @ginnymarvin.