IAB Tech Lab Releases Updated ‘IAB HTML5 for Digital Advertising Guide’ for Public Comment


Monday, September 28, 2015
IAB Tech Lab Releases Updated ‘IAB HTML5 for Digital Advertising Guide’ for Public Comment
Provides Actionable Insights & Recommendations for Using HTML5 Effectively in Display Ad Creative

Serves as Critical Support to Newly Revised ‘IAB Display Creative Guidelines’

NEW YORK, NY (September 28, 2015) — Kicking off the 2015 IAB MIXX Conference, the IAB Technology Laboratory today released an update to the “IAB HTML5 For Digital Advertising Guide,” providing counsel for ad designers on how to effectively leverage HTML5 technology. Transitioning to HTML5 presents a choice of technologies and tools to build ad creative, and new guide material was developed to help navigate these options. Key HTML5 considerations are addressed, including:

  • Asset optimization
  • Use of shared libraries
  • Text and fonts
  • Video details and recommendations
  • Expanded and detailed animation recommendations

The entire guide has been streamlined for ad designers. It also features additions to the guide’s resource wiki where more technical details can be found, such as:

  • A list of potential tools that can be used in aiding HTML5 ads development
  • Information on the browser compatibility of various components used in ads
  • A list of shared libraries in common use
  • Helpful website links in evaluating the compatibility of specific ad creative components

The upgrade to the “IAB HTML5 For Digital Advertising Guide” is meant to serve as a companion to the new “IAB Display Creative Guidelines,” which were just finalized after their own public comment period. The creative guidelines now include major changes to key specs for the IAB Universal Ad Package (UAP) and IAB Display and Mobile Rising Stars, which address issues such as file weights and packaging for optimal load performance when HTML5 is deployed.

“The transition to HTML5 is paramount for improving user-experience online,” said Scott Cunningham, Senior Vice President, Technology and Ad Operations, IAB, and General Manager of the IAB Tech Lab. “The one-two punch of an overhaul to the ‘IAB Display Creative Guidelines,’ followed by this update to the ‘IAB HTML5 For Digital Advertising Guide,’ represents just the beginning of the IAB Tech Lab’s planned output on consumer experience solutions and standards – all designed to create an ad-supported digital landscape that people can enjoy without lengthy ad load times and clutter.”

“There is a reason that HTML5 has rapidly become the industry standard: It enables deeply immersive and responsive consumer marketing experiences that render gorgeously and easily across screens,” said Cory Hudson, Senior Director, Creative Technology, AOL, and Co-Chair of the IAB HTML5 for Digital Advertising Guidance Working Group. “Still, HTML5 is fairly new to a number of key stakeholders in the space, and this revision to the ‘IAB HTML5 For Digital Advertising Guide’ will be an important resource in providing best practices and helpful information, as ad designers and creative technologists maneuver their way and learn to take advantage of this powerful technology.”

To review the updated “HTML5 For Digital Advertising Guide,” please visit http://www.iab.com/html5.

The public comment period will run through October 30, 2015, after which the IAB HTML5 for Digital Advertising Guidance Working Group will evaluate the comments received, make any necessary revisions, and release a final version. Feedback is being accepted via Google Doc “Comments,” available at https://goo.gl/gSjIaC and email by Shailley Singh, IAB lead on this initiative, at shailley@iab.com.

About the IAB Technology Laboratory

The IAB Technology Laboratory is an independent, international, nonprofit research and development consortium charged with producing and helping companies implement global industry technical standards. Comprised of digital publishers and ad technology firms, as well as marketers, agencies, and other companies with interests in the interactive marketing arena, the IAB Tech Lab’s goal is to reduce friction associated with the digital advertising and marketing supply chain, while contributing to the safe and secure growth of the industry. The organization’s founding member companies include AppNexus, Google, Hearst Magazines Digital Media, PubMatic, Tremor Video, and Yahoo. Established in 2014, the IAB Tech Lab is headquartered in New York City with an office in San Francisco.

IAB Media Contact
Laura Goldberg