“We are very excited about what the launch of the Creative Specs Database means to the advertising industry,” said Randall Rothenberg, president-CEO of IAB, in a statement. “By creating this centralized resource, we hope to simplify the ad delivery process for advertising agencies and marketers, allowing them to leverage the power of interactive media across multiple publishers with greater efficiency.”
The database will offer a single source for companies to update their specifications and a centralized location for agencies to obtain them.
IAB said the database would also help address the ongoing problem within the interactive advertising industry of creative being delivered late or not to a Web site’s specifications.
Companies that have uploaded their Web site specs into the database include 24/7 Real Media, Advanstar Communications, Business.com, Federated Media Publishing, Forbes.com, IDG, Tacoda and Yahoo.a