IAB forms taskforce to address crackdown on pop-ups, big ads and autoplay
The Interactive Advertising Bureau has formed a taskforce to look at possible limitations to autoplay and pop-ups after its US counterpart launched a crackdown on advertising standards.
Solanki: “We have set up a taskforce which will meet towards the end of January”
The IAB in the US revealed the crackdown on pop-ups, big ads and video autoplay in September and the head of the IAB in Australia immediately committed to a local consultation on the issue of a new standard ad unit portfolio.
While the IAB in the US has extended its consultation, submissions to the IAB in Australia closed on November 28.
IAB CEO, Vijay Solanki, told Mumbrella a number of submissions had been received and a taskforce had now been formed to look at the issue in greater detail.
“We have set up a taskforce which will meet towards the end of January, and so we may be able to say something in February,” Solanki said.
“They will go through the submissions and the taskforce is also going to be talking to the broader industry. We need to get comprehensive input.”
In September at the IAB Mixx in conference in New York it proposed a sweeping set of technical standards that were designed to giver users a better experience.
Among the proposed standards was requirement that autoplay video must be muted, a challenge for the IAB in Australia where a number of publishers rely on unmuted autoplay as part of their video advertising packages.
The push for new standards are a response to the rise in ad-blocking by consumers who are frustrated with the impact autoplay video, pop-ups and big ads have on their digital experience.
Earlier this month the IAB announced new benchmarks on viewability and it also released a white paper on the issue.
Top work IAB – another taskforce …
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Wow a new taskforce after last weeks world first? Is that also a world first? Yawn.
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