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IAB unveils initiatives to accelerate online ad industry

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New York—The Interactive Advertising Bureau announced a series of initiatives designed to improve efficiencies in the online advertising industry.

The initiatives were announced at the IAB’s annual Ad Operations Summit this week. They are aimed at marketers, media companies and advertising agencies within the digital marketing industry, with a goal of driving industrywide adoption of work-flow improvements, best practices and guidelines.

The initiatives include e-business interactive standards, interactive advertising work-flow best practices, a digital video ad serving template, ad load performance best practices and best practices for rich media ads in asynchronous ad environments.

“These initiatives will revolutionize our industry by improving efficiencies in the interactive business—which means growth for publishers, for agencies and for marketers, who will now reach their customers even more effectively,” said Randall Rothenberg, president-CEO of the IAB.

—Kate Maddox

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