IAB Europe unveils CreativeLi: New tool to optimize digital display ads

The Interactive Advertising Bureau (IAB) Europe this week announced the beta launch of CreativeLi, a new utility designed to optimize digital display advertising creatives. This tool, currently in beta, aims to help advertisers and marketers reduce the file size of their digital ad assets without compromising visual quality.

CreativeLi is the result of collaborative efforts between IAB Europe and Ad Net Zero within the Sustainable Creatives Task Force. The tool's development was driven by the growing interest from global brands in decarbonizing their digital campaigns, with a specific focus on ad serving processes.

According to Dimitri Beis, IAB Europe's data analyst and sustainability lead, the organization worked closely with brands, ad servers, Content Delivery Networks (CDNs), and specialist vendors to gain insights into current industry practices. This collaboration involved issuing a Request for Information (RFI) and examining methods to optimize image and video assets, as well as ad tags, to reduce the load on IT infrastructure.

The primary objective of CreativeLi is to minimize file sizes, thereby reducing the strain on storage and network resources while maintaining visual fidelity. The Sustainable Creatives Task Force is also keen on examining any potential impact on ad performance. The ideal scenario, as described by Dimitri, is to achieve compression settings that have a non-negative impact on performance, either by simply saving on carbon emissions or by improving user experience through reduced latency.

CreativeLi offers three distinct optimization modes:

1. Benchmark Mode: This mode allows users to set a specific file size or bits-per-pixel limit. The tool then optimizes the image to fall below this threshold across three formats: JPEG, WebP, and AVIF.
2. Lightweighting Mode: This mode focuses on maximizing compression without degrading visual quality. It utilizes the Structural Similarity Index Measure (SSIM) to analyze different regions of the image before and after compression. The default SSIM value is set at 0.95, but users can adjust this if the output is unsatisfactory.
3. Lean Mode: This mode incorporates guidelines from the IAB Lean framework, specifically the Flexible Ad Sizing Grid. It applies file size limits for static image files based on the dimensions of the asset, ensuring compliance with industry standards.

The tool's user interface allows for easy upload of uncompressed image assets. After selecting the desired optimization mode and parameters, CreativeLi processes the image and provides optimized versions in multiple formats. Users can preview the results directly in the tool and download the compressed files for further inspection.

Dimitri emphasized the importance of starting with uncompressed assets, as compression algorithms generally perform better when working with the full information of an image rather than compressing already compressed files.

The development of CreativeLi aligns with broader industry efforts to reduce the carbon footprint of digital advertising. By optimizing ad creatives, the tool aims to contribute to more sustainable digital marketing practices without sacrificing the effectiveness of visual communication.

IAB Europe is currently inviting member organizations to participate in the open beta of CreativeLi. Interested parties can reach out through a form attached to the announcement to gain access to the tool and provide feedback on the user experience.

It's worth noting that while the tool represents a significant step forward in ad optimization, it also highlights the rapid progress in compression technologies. Dimitri pointed out that some of the file size limits in the IAB Lean framework, which was released in 2017, may now be easily achievable due to advancements in compression techniques.

As digital advertising continues to evolve, tools like CreativeLi may play a crucial role in balancing the need for visually impactful ads with the imperative of reducing the environmental impact of online marketing activities.

Key facts about CreativeLi

• Launched in beta on September 13, 2024
• Developed by IAB Europe in collaboration with Ad Net Zero
• Offers three optimization modes: Benchmark, Lightweighting, and Lean
• Supports JPEG, WebP, and AVIF formats
• Uses Structural Similarity Index Measure (SSIM) for quality assessment
• Aims to reduce file sizes while maintaining visual fidelity
• Designed to help decarbonize digital advertising campaigns
• Open beta available to IAB Europe member organizations