IAB releases ad-view specification

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New York—The Interactive Advertising Bureau has introduced SafeFrame 1.0, a technical specification that allows advertisers to know when a digital ad is viewable. “The release of SafeFrame 1.0 will allow us to actually see if an ad is viewable, in most cases,” said Sherrill Mane, IAB senior VP-research, analytics and measurement, in a statement. “This technical specification helps to resolve a major impediment in our ability to drive the interactive advertising industry towards a digital measurement paradigm that addresses needs of marketers, agencies and publishers in a cross-platform world.” IAB is simultaneously releasing an open-source reference implementation of the SafeFrame 1.0 specification that will help companies adopt the new technology, reducing time to market and associated development costs.
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