IAB Releases Updated Video Ad Metric Definitions for Comment
The IAB (Interactive Advertising Bureau) has released an updated version of its online video in-stream ad metric definitions, and is seeking public comment on the changes. The definitions exist to provide a common language and meaning for in-stream video ads.
The purpose of these changes -- the IAB's first update since 2009 -- is to bring the language up-to-date with current practices in the online video industry, says Sherrill Mane, senior vice president for research, analytics, and measurement for the IAB.
With this update, the IAB has added metrics for ad expand/collapse (which refer to ad creative expansion, not player behavior), skip (when the viewer takes some action to skip a linear video ad), and other ad insertion (a catch-all term for any interactions not already defined).
The IAB has also removed the metrics non-overlay and nonlinear ads (which are rarely used) and view (removed because it's easily confused with the impressions metric).
Additionally, the IAB has made modifications to distinguish between player metrics and ad metrics. It has also changed the name expand/collapse to player expand and player collapse to make clear that it references player behavior.
Interested parties can download the full Digital Video In-Stream Ad Metric Definitions and send in their comments.
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