IAB Releases Guidelines for Ad Networks and Exchanges

Linc Wonham — Wed, 30 Jun 2010 03:00:00 GMT

The Interactive Ad Bureau has released the latest version of its Networks & Exchanges Quality Assurance Guidelines, a free PDF intended to bring more transparency to online advertising. Specifically, the document is designed to standardize the information that ad networks and exchanges provide to advertisers and agencies.

The following guidelines are included in the new release:

•   Transparency should exist for inventory sources, publisher relationships, content types and ad placement details.
•   Advertisers should be presented with content categories that are universally defined in the industry.
•   Categories of illegal content should be defined or labeled.
•   Ad networks should rate content for audience segments.
•   Data disclosure terms should be outlined for off-site behavioral targeting and third-party data.
•   Companies should provide for IAB training of appointed compliance officers in each certified network or exchange.

The IAB is a trade association consisting of nearly 500 media and technology companies that sell online advertising in the U.S. The group periodically sets down specific voluntary terms to benefit advertisers and agencies that use ad networks and exchanges, the goal being to better serve the association’s clients but also to bring more revenue to the industry as a whole.

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IAB Releases Guidelines for Ad Networks and Exchanges