CTV Ads to get unique IDs for better measurement and consumer experience

The Interactive Advertising Bureau Tech Lab (IAB Tech Lab), a leading organization for digital advertising standards, yesterday announced the Ad Creative ID Framework (ACIF). This initiative aims to improve the Connected TV (CTV) advertising experience for both consumers and brands by introducing a system of unique identifiers for ad creatives.

What is the Problem with CTV Advertising?

CTV, which refers to video content delivered to internet-connected TVs, has become a rapidly growing advertising segment. However, measurement and reporting for CTV campaigns have been hampered by the lack of consistent identification for specific ad creatives (the actual video ads displayed). This inconsistency leads to several issues:

• Frequency Capping Challenges: The same ad might appear under different identifiers across platforms, making it difficult for advertisers to control how often viewers see it.
• Competitive Separation Issues: Ensuring adequate separation between ads from competing brands can be challenging without proper identification.
• Inaccurate Cross-Platform Reporting: Inconsistent IDs make it difficult to accurately measure campaign performance across different platforms.
• Campaign Reconciliation Difficulties: Reconciling where ads were placed and how they performed becomes a cumbersome task due to the lack of unique identifiers.

How Does ACIF Address These Issues?

ACIF establishes a standardized approach for using registered creative IDs across the CTV advertising ecosystem. These unique IDs will be assigned to individual ad creatives, allowing for consistent identification throughout the ad delivery process.

The framework offers several benefits:

• Improved Frequency Capping: Advertisers can gain better control over how often viewers see a specific ad by leveraging the unique ID for frequency capping purposes.
• Enhanced Competitive Separation: Ensuring appropriate separation between competing ads becomes easier with consistent identification.
• Streamlined Cross-Platform Reporting: Unique IDs simplify reporting by enabling accurate measurement of campaign performance across various platforms.
• Simplified Campaign Reconciliation: Advertisers can gain a clearer picture of where their ads were placed and how they performed, streamlining the reconciliation process.
• Boosted Campaign ROI: Understanding the performance of specific ad creatives allows for data-driven optimizations, potentially leading to a significant improvement in overall campaign return on investment (ROI).

Industry Collaboration for Wider Adoption

The IAB Tech Lab has collaborated with key industry players like the American Association of Advertising Agencies (4A's), AD-ID (a provider of creative identifiers), and the Association of National Advertisers (ANA) to develop ACIF. This collaboration signifies industry-wide support for establishing a standardized approach to creative ID management in CTV advertising.

Open for Public Comment

The IAB Tech Lab is inviting industry stakeholders to submit feedback and comments on the ACIF framework until July 12, 2024. This open comment period allows for further refinement and ensures the framework addresses the needs of various players within the CTV advertising ecosystem.

The Road Ahead

The implementation of ACIF has the potential to significantly improve the CTV advertising experience for both consumers and brands. Consistent ad identification will lead to more accurate measurement, better control over ad delivery, and ultimately, a more efficient and effective advertising environment for CTV. While the framework is still under development with the public comment period ongoing, its potential impact on the future of CTV advertising is undeniable.