NEW YORK – 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. The Interactive Advertising Bureau (IAB) announced its latest resource to help the industry wage “War on Discrepancies” with the release of the Impression Exchange Solution. The document identifies the key functional requirements necessary for the automated exchange of impression data between publishers and third-party ad servers, which will allow publishers and agencies to detect and address discrepancies in near real-time. It 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:
* Saves publishers time by eliminating the need to manually pull campaign reports from third party ad servers.
* Significantly decreases the number of discrepancies in invoices by allowing for the early detection of discrepancies so the publisher and agency can address campaign delivery issues.
* Enables publishers and agencies to work together to improve processes and service quality.
“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, Vice President of 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, Executive Vice President, 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
About the IAB:
The Interactive Advertising Bureau (IAB) is comprised of more than 375 leading media and technology companies who are responsible for selling 86% of online advertising in the United States. On behalf of its members, the IAB is dedicated to the growth of the interactive advertising marketplace, of interactive’s share of total marketing spend, and of its members’ share of total marketing spend. The IAB educates marketers, agencies, media companies and the wider business community about the value of interactive advertising. Working with its member companies, the IAB evaluates and recommends standards and practices and fields critical research on interactive advertising. Founded in 1996, the IAB is headquartered in New York City with a Public Policy office in Washington, D.C. For more information, please visit www.iab.net