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BREAKING NEWS & VIEWS

IAB Releases Digital Video Guidelines


Monday, April 20, 2009


To keep apace with the exponentially increasing demands of the hot digital video market, the Interactive Advertising Bureau has just released its Video Player–Ad Interface Definition Guidelines. The purpose of the guidelines is to simplify the buying and selling of digital video media. And according to IAB, it should help all stakeholders in the interactive advertising industry. For instance, by using the guidelines, marketers will profit from reduced costs of production, creative agencies will benefit from the decreased time it takes to execute a campaign and publishers will gain from the expansion of the marketplace to more interactive digital advertising.

According to IAB's 2008 Internet Advertising Revenue Report, digital video more than doubled its revenue with an increase to $734 million from $324 million in 2007. This uptick shows how both marketers and consumers are embracing this platform.

"Digital video is one of the most critical growth areas for interactive advertisign because it provides marketers with the power of sight, sound and motion," said Randall Rothenberg, president and CEO of the IAB, in a statement announcing the release of the guidelines. "The standards that the IAB has created have played a key role in paving the way for a greater breadth of marketers across vertical industries to tap its power and I have no doubt that we are only as the very beginning." 

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