IAB Tech Lab clarifies video placement definitions for digital advertising
Latest guidelines provide detailed explanations of video placement attributes to improve digital ad implementation.
In an update announced on February 4, 2025, the Interactive Advertising Bureau (IAB) Tech Lab published detailed clarifications regarding video placement definitions, addressing implementation questions that arose since March 2023.
According to the IAB Tech Lab documentation, the technical specification defines four distinct placement categories through the plcmt attribute: instream (plcmt=1), accompanying content (plcmt=2), interstitial (plcmt=3), and no content/standalone (plcmt=4). These definitions aim to eliminate ambiguity in video advertising implementations.
The clarification provides specific criteria for instream video placements. According to the technical documentation, publishers must meet multiple concurrent conditions for the instream designation, including default sound settings, user intent verification, and precise layout requirements for the video player's position.
Data from a recent Connatix report indicates significant user preferences regarding video consumption. According to the report, 54% of consumers watch videos with sound enabled most of the time or always, while only 6% consistently opt for silent playback. This usage pattern informs the specification's approach to sound settings.
The technical framework addresses browser limitations, particularly regarding autoplay functionalities. Google Chrome's automatic sound muting policies have necessitated alternative qualification methods for instream classification. Under the current guidelines, videos can qualify as instream through clear user intent, even without automatic sound activation.
Implementation partners have identified several technical scenarios requiring additional clarity. These include the handling of second autoroll videos within single page loads, expandable ad unit interactions, and players that initialize without sound. The specification addresses these edge cases through detailed technical parameters.
The accompanying content classification represents an important technical distinction in the framework. This designation applies to video players that load content before, between, or after text paragraphs, initiating playback upon entering the viewport. The specification permits these players to convert to floating or sticky positions during scroll events.
Interstitial placement specifications mandate that video advertisements must occupy the majority of the viewport and maintain focus during playback. This technical requirement differentiates interstitial placements from accompanying content implementations.
The standalone classification encompasses implementations without streaming video content, including slideshows, native feeds, and in-content placements. This technical designation provides clarity for non-traditional video advertising formats.
Industry implementation of these standards has progressed since their initial introduction in August 2022. The specification clarifications reflect feedback from a working group formed to address initial implementation questions and signal availability issues.
The technical documentation emphasizes the importance of accurate plcmt attribute implementation across the supply chain. Incorrect attribute assignments can impact campaign delivery and measurement accuracy. Supply sources risk default classification to accompanying content for all placements if signal accuracy cannot be verified.
Publishers implementing these specifications must maintain comprehensive technical documentation of their video player behaviors, including viewport management, sound settings, and user interaction handling. The framework requires continuous monitoring of placement classifications to ensure ongoing compliance with the technical requirements.
These specifications form part of the broader OpenRTB protocol, which facilitates programmatic advertising transactions. The attribute system aims to standardize video placement definitions across different platforms and implementation scenarios, addressing technical ambiguities in the previous framework.
As implementation continues across the digital advertising ecosystem, technical teams must validate their existing video player implementations against the clarified specifications. The documentation recommends detailed technical discussions between implementation partners to address specific deployment scenarios and edge cases.