HTML5 Advertising Get Boost From IAB Guidelines

The IAB Technology Laboratory has released an update to the “IAB HTML5 For Digital Advertising Guide,” which providing guidelines on how to effectively leverage HTML5 technology for advertising. As HTML5 grows as choice of technologies and tools to build ad creative, and new guide material was developed to help navigate these options.

- Asset optimization

- Use of shared libraries

- Text and fonts

- Video details and recommendations

- Expanded and detailed animation recommendations

The entire guide has been streamlined to focus on ad design and 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 guide is meant to serve as a companion to the new “IAB Display Creative Guidelines,” which now include major changes to key specifications 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.

“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.”

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.