Interactive Advertising Bureau of Canada updates online ad standards
By Adnews Staff
The Toronto-based Interactive Advertising Bureau of Canada has updated its recommended online advertising standards for 2008. The changes include a new video ad standard providing recommended settings for ad duration, player aspect ratio, file size and other technical variables. The bureau has also released a set of recommended ad creative and ad tag naming conventions, as well as a new method of tagging and tracking Flash-based creative. The organization will also now maintain a new document called the "Ad Features By Publisher Database," which will be updated quarterly to reflect the online advertising capabilities of IAB member publishers. "The goal the committee was to understand how to best simplify and organize information for [agency] creative teams and outsourcing partners," said Paul Vincent, chair of the bureau's Ad Operations Committee. "We believe the resulting efficiencies will not only lower the over all costs associated with buying, selling, developing and distributing online advertising, but will also help drive creative innovation in the coming years."