IAB Tech Lab releases IFA guidelines for OTT platforms to improve consumer experience
The organization says more Americans watch video content on OTT than on VOD or DVR, and the medium is skyrocketing.
The Interactive Advertising Bureau (IAB) unveiled its “Guidelines for Identifier for Advertising on OTT Platforms” Tuesday morning to provide “a high-quality advertising experience within over-the-top television (OTT) environments,” according to the press release announcing the news. OTT environments include smart TVs, connected devices and other systems.
Central to the framework are best practices on how advertisers should manage OTT advertising through the use of identifiers for advertising (IFAs).