For the first time since 2013, the Interactive Advertising Bureau is proposing a significant update to their in-app ad guidelines. This is long overdue given how much the in-app ad industry has changed over the past several years. The updated guidelines would cover things like viewability, location of the ads, measurement of the ads, and much more.
Another major update area is in regards to how much information ad servicers provide to marketers. Providing more granular information, such as whether the app user said yes or no to letting the app use geo location, should be given to the advertisers so they can make informed decisions about their ads in the future.
The proposal has been put forth for review, and is open to comments from those in the industry until January 20th.
Alanna Gombert, the general manager at the IAB Tech Lab, commented, “These revised guidelines will further enhance and improve the rich mobile ad experience for consumers, while also improving ad effectiveness for advertisers and publishers.” She went on to say, “We are definitely growing as an industry and that means we are getting more technical. This update is an example of that.”
While any updated guidelines won’t be out until at least early 2017, it is good to see that the IAB is finally taking steps forward in improving the existing in-app ad guidelines to help marketers in this area.