The Interactive Advertising Bureau (IAB) has announced an update to its Digital Video Ad Impression Measurement Guidelines. The update addresses digital video content and ads that play automatically when a web page loads, which the IAB says is an increasingly common occurrence.

The IAB defines an auto-play ad as a video ad or a video ad linked with video content that initiates "play" with out a user interaction or without a user activity starting the video. The guidelines now:

- Require companies that have obtained certification against the IAB guidelines to disclose the presence of auto-play ads and their parameters, such as frequency settings, site location, initiation environment (for example, upon first arrival on a home page) and the type of video ads involved.

- Don't require web sites to disclose the presence of auto-play if users have a reasonable expectation that they are entering a video environment.

"The IAB's measurement efforts over the past seven years have been focused on ensuring the continued high level of accountability the industry expects from interactive advertising,” said Jeremy Fain, vice president of Industry Services at the IAB. “Digital video advertising is growing exponentially and the transparency this update brings will enable that growth to continue.”

"Auto-play content and ads are a material part of the ecosystem and the IAB and the MRC want the marketplace to be clear on how they are used," said George Ivie, Executive Director and CEO of the MRC. "This update will allow buyers to make informed decisions on how their digital video ad impressions are being presented."

The IAB's updated guidelines will go into effect for all certification audits starting in January. The guidelines can be viewed here.


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