|
The Interactive Advertising Bureau (IAB) is an advertising business organization that develops industry standards, conducts research, and provides legal support for the online advertising industry. The organization represents a large number of the most prominent media outlets globally, but mostly in the United States and in Europe. ==Background== Founded in 1996, the IAB is based in New York City. Randall Rothenberg is the President and Chief Executive Officer (CEO) of the organization. Patrick Dolan, David Doty, and Mike Zaneis are the Executive Vice Presidents.〔http://www.iab.net/about_the_iab/iab_staff〕 The IAB Global Network is made up of 42 international licensee organizations around the world. IAB Europe, is a coalition of 27 national IABs across Europe, and over 5500 companies. They publish annually Mediascope Europe, a media consumption research to over 50,000 consumer interviews.〔http://www.iabeurope.eu/research/mediascope-europe/mediascope-key-findings-2012.aspx〕 The IAB organizational model includes four areas: IAB (New Membership Criteria), IAB Education Foundation, IAB Technology Lab and Trustworthy Accountability Group. The Trustworthy Accountability Group is industry-owned whereas the rest are owned by IAB. It has developed a number of interface formats for digital advertising metadata, including the Video Ad Serving Template and Video Player-Ad Interface Definition formats. On February 26, 2012, IAB released IAB Standard Ad Unit Portfolio,〔http://www.iab.net/guidelines/508676/508767/displayguidelines〕 that included detailed information on all display advertising formats. In June 2011, the IAB, in partnership with the ANA Association of National Advertisers and the 4A’s American Association of Advertising Agencies released the Guiding Principles of Digital Measurement. These five principles became the foundation of Making Measurement Make Sense (3MS)〔http://www.iab.net/about_the_iab/recent_press_releases/press_release_archive/press_release/pr-061311〕 and created a basis for the advance of viewability metric. The collaboration between ANA, 4A’s, and IAB also resulted in the creation of Trustworthy Accountability Group — an initiative aimed to address the issue of advertising on pirate websites. GroupM Interaction is one more member of this initiative. 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「Interactive Advertising Bureau」の詳細全文を読む スポンサード リンク
|