The Future of Leaner, Lighter Ads
Ad platform Jivox has introduced a number of new enhancements to its Jivox IQ Dynamic Canvas technology which should enabling publishers and agencies to produce and service digital ads aligned with technology guidelines provided by the Interactive Advertising Bureau (IAB).
Introduced last year by the IAB's Technology Laboratory, the L.E.A.N. Ads initiative (which stands for Light, Encrypted, Ad-choice supported and Non-invasive) presents a set of principles to address technical standards for the global digital advertising supply chain.
Jivox new features essentially aim to deliver lighter weight ads so they load more quickly for users. Jivox does this by reducing the ad layout framework size to under 50k, using a CMS system to handle most scripting needs server-side, loading viewable assets only, supporting compression profiles, enabling on-the-fly image and other asset compression and providing polite loads which delay asset loading until user interaction requires it. The platform is also hoping to accelerate personalized ads, processing all dynamic decision rules and data in the cloud instead of within the ad's creative.
“Many consumers like ads - they provide information on products they want to purchase. The problem is that for over a decade now the industry has been bombarding users with irrelevant and increasingly intrusive ads,” said Diaz Nesamoney, president and CEO, Jivox. “The IAB's L.E.A.N. Ads initiative is perhaps the best approach publishers and brands can take to combat consumers’ desire to block ads. Namely, give them what they want: more relevant, less annoying ads. Today we’ve released new features in the Jivox dynamic ad platform that directly support L.E.A.N. guidelines with this result in mind.”