Ad Product 2.0 Release Update September 2023
"Member-driven development for digital media ecosystem standards. Importance of technical standards for growth, innovation, and risk mitigation. Adoption of Ads.txt for transparency. Taxonomy management improvement via GitHub. Accessible resources and global community engagement."
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Presentation Transcript
Ad Product 2.0 Release Update September, 2023
1. What is TL/who we are 2. Problem Statement 3. Taxonomies have moved to GitHub 4. Announcing Ad Product 2.0 5. Questions 2
Member-driven, member-developed 750+ companies 20+ working groups 2500+ participants 40+ countries Shared resources & benefits Interoperable, efficient base for innovation neutral, collaborative, transparent, non- profit org Engage a global member community to develop foundational technology and standards that enable growth and trust in the digital media ecosystem
Why We Need Technical Standards To help advance and grow the digital media ecosystem by: Reducing product development efforts & costs Improving interoperability & quality Increasing speed to market As with other essential technologies, Tech Lab standards are indispensable for the growth and health of the digital media ecosystem Fueling market innovation Mitigating risks 4
Ads.txt has been adopted by millions of companies globally All data available in Transparency Center 220+ companies adopted sellers.json globally in <6 months. All data available in Transparency Center 100+ OM SDK certified integrations (1/2 non-US) ; on 2B+ devices All data available in Transparency Center
Issue - #ExcelAnyone? Previously IAB Tech Lab Taxonomies were hosted as Excel files on the dedicated page for that specific taxonomy on IAB Tech Lab s website. That creates a highly manual, time consuming, and error prone process simply to obtain a Taxonomy, much less do anything meaningful with one. Search and Find Appropriate Taxonomy Page Share, activate or reference on local versions Go to Locate latest Version of Taxonomy Download file locally IABTechLab.com Manual re-checking for Updates on Taxonomy Check out the IAB Tech Lab Taxonomy GitHub page 8
Moving to GitHub! #Scale Numerous benefits of moving Taxonomies into GitHub Old (IABTechLab.com) New (GitHub) Publicly Accessible X X Pages Needed 3 1 Automatic Update Notifications Machine Readable Human Readable Downloadable Release Notes 9
Introducing Ad Product 2.0! The introduction of the Ad Product Taxonomy in July of 2022 took a large step towards standardizing nomenclature for describing the product or service being advertised. However, adoption was unexpectedly low and feedback from the community was that updates were necessary to make it more fit for purpose. Ad Product 2.0 aims to address many of the concerns, namely: Better serve the advertisers to accurately represent their products Ability for publishers who do not look past Tier 1 to block sensitive categories Fewer rows Fewer tiers 11
New T1s Commonly blocked categories that moved to T1 Cannabis Durable Goods Non-Fiat Currency (Cryptocurrency) Dieting/Weight Loss Sexual Health Adult Content Alcohol Gambling Politics Religion & Spirituality Tobacco Weapons and Ammunition While the taxonomy features three tiers of granularity, we understand that not every demand partner is going to be able to populate data beyond Tier 1. In the new taxonomy s architecture we kept a focus on differentiating Tier 1 categories that could cause brand safety risks for publishers. Tiers 2 and 3 feature more in- depth nice to have information that can be used to better tailor ad content to fit the audience. 12
Simplified Taxonomy By removing ~200 rows and lowering the number of tiers in the hierarchy, Ad Product Taxonomy 2.0 aims to give necessary fidelity to publishers and advertisers without extraneous signal. For example, the previous Automotive Ownership category had 47 rows enumerating all manner of different vehicle types (e.g. SUV, Sedan, etc.) whereas the new category, Vehicles, needs only 3 to describe if the advertisement is for a new or used vehicle. 13
Whats next? Mappings, mappings, mappings! The goal is to have an official mapping between every permutation of the different Taxonomies available, starting with a mapping between Content Taxonomy 1.0 and Ad Product 2.0 The group will also be introducing Implementation Guidance around new taxonomies to clarify how to think about specific rows within the taxonomy that users might find confusing and an outline of the upgrade path. 14
Thank You Questions?
