IAB outlines core ad metrics, emphasizes HTML5 use

02/10/2014 | MediaPost Communications · MediaPost Communications

The Interactive Advertising Bureau has released an advertising engagement definition that includes the central benchmarks that should be used across all ad platforms, including a list of 30 core metrics. The IAB is also encouraging marketers to use HTML5, mobile-compatible development for mobile ads. "To guarantee the ads you pay for actually appear and look great on all screens, you should insist to your ad agencies that your advertising creative be developed in a mobile-compatible format," says an open letter from IAB and several publishers.

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MediaPost Communications · MediaPost Communications

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