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Radio ITVT: Exclusive: IAB Tech Lab Releases "Guidelines for Identifier"

--IAB OTT Technical Working Group's J. Allen Dove Explains the New Guidelines to ITVT
The IAB Tech Lab today released for public comment new "Guidelines for Identifier for Advertising on OTT Platforms." The guidelines--which are designed to provide a technical framework for improving consumers' video-advertising experiences across smart TV's and other OTT devices and systems--will be available for public comment through May 3rd. They provide instructions on best practices for delivering targeted ads, as well as for controlling ad frequency and rotation across a broad range of OTT platforms, and propose that stakeholders manage advertising-related activities via an identifier for advertising (IFA).
According to the IAB, in order to be compliant with the new guidelines, devices and apps must store and send the following parameters as part of any ad request:
  • An identifier for advertising (IFA): this is required, unless the user has opted in to limit ad tracking. An IFA must be a unique value that is completely disconnected from a hardware ID, MAC address, IMEI, or IP address.
  • An associated IFA type: this identifies the source of the IFA, whether device-generated, publisher-provided, or temporary.
  • Limit ad tracking (LAT): an opt-out mechanism to respect users' privacy choices.
In addition, the IAB Tech Lab says, the new guidelines provide specific advice and intelligence for consumer electronics manufacturers, OTT app publishers and advertising/measurement platforms.
Once the public-comment period is over, the IAB Tech Lab says that its OTT Technical Working Group will evaluate and incorporate the feedback it receives and release a final version of the guidelines.
ITVT Editor-in-Chief, Tracy Swedlow, recently spoke about the new guidelines to SpotX CTO and OTT Technical Working Group member, J. Allen Dove. In their recorded interview, Dove explains each of the guidelines in depth, why the IAB is releasing them, and the process that governs their adoption; outlines how they relate to other industry initiatives (such as Ad-ID) and emerging technologies (such as blockchain); identifies the challenges that need to be addressed in order to ensure their broad implementation; and discusses some of the other initiatives the IAB is currently working on.