The Ad Creative ID Framework (ACIF), announced by IAB Tech Lab, aims to enhance the Connected TV (CTV) advertising experience by introducing unique identifiers for ad creatives. This initiative seeks to improve various aspects of CTV advertising:
Key Improvements
- Frequency Capping: Unique IDs will help ad-decisioning algorithms manage ad frequency more efficiently.
- Competitive Separation: Ensures that competitive ads are appropriately separated.
- Cross-platform Reporting: Simplifies reporting by reducing data inconsistencies and enabling easier comparison of log data across platforms.
- Campaign Reconciliation: Makes the reconciliation process more efficient, helping advertisers understand ad placement and performance better.
- Campaign ROI: Enhances the ability to measure and improve campaign performance for specific ad creatives.
Framework Components
- Ad Registry Metadata API: Standardizes metadata that supply chain participants can obtain about each creative ID from different Ad Registry organizations.
- Tools Portal Directory: Helps companies identify which registries support ACIF and validate creative IDs.
VAST Protocol Addendum
IAB Tech Lab has also published an addendum to the VAST protocol, standardizing universal creative IDs across all versions, including 2.0. This ensures that the benefits of registered creative IDs are accessible to a broad range of users and systems.
Industry Participation
IAB Tech Lab invites industry stakeholders to provide feedback and insights on the ACIF until July 12, 2024. For more details and to comment, visit the IAB Tech Lab ACIF Standards page.
