Don Davis , Editor in Chief
New York, NY -- (June 11, 2007) The Interactive Advertising Bureau (IAB) has launched the interactive industry’s first centralized database of specifications for ad units. The Creative Specs Database launches with the ad unit specifications of 88 major publishers within the interactive space.
“We are very excited about what the launch of the Creative Specs Database means to the advertising industry,” said Randall Rothenberg, President and CEO of the IAB. “By creating this centralized resource we hope to simplify the ad delivery process for advertising agencies and marketers, allowing them to leverage the power of interactive media across multiple publishers with greater efficiency.”
This timely initiative addresses one of the most critical issues in the industry, by reducing the friction points between online publishers and advertisers and improving operational effectiveness among all the parties in the creation and delivery of interactive advertising. The Creative Specs Database will offer a single source for companies to update their specifications and a centralized location for agencies to obtain them. It will also address the ongoing problem within the interactive advertising industry of creative being delivered late or not to a website’s specifications.
All participating publishers will be asked to update their specs within 72 hours of making changes to their site to ensure that the Creative Spec Database contains the most current data.
“The Creative Specs Database offers advertising agencies a single location to access the specs they need and greatly simplifies the interactive media buying process for both buyers and sellers,” said Adrian D’Souza, Vice President of Advertising Operations at CNET Networks, Inc. and Co-Chair of the IAB’s Ad Operations Council.
The IAB created this database with the Ad Ops Council Joint Working Group on Late Creative, which is made up of publishers and key agencies, to capture the needs of both buyers and sellers.
Here is the list of companies who have uploaded specifications for their websites into the Creative Specs Database:
24/7 Real Media, Inc.
Advanstar Communications, Inc.
American Express Publishing
CBS Digital Media
CMP Media LLP
CNET Networks, Inc.
Dennis Digital / Maxim Online
Double Fusion, Inc.
Dow Jones Interactive
Federated Media Publishing
FOX Interactive Media
Hearst Magazines Digital Media
Idearc Media Corp.`s SuperPages.com
Internet Broadcasting Systems
Kelley Blue Book
Lexico Publishing Group / Dictionary.com
Martha Stewart Living Omnimedia
Microsoft Digital Advertising Solutions
Motive Interactive Inc
NBC Universal Digital Media
New York Times Digital
Right Media Inc.
The Fifth Network
Traffic.com, a NAVTEQ Company
vMix Media Inc.
Walt Disney Internet Group
Weather Channel Interactive
World Wrestling Entertainment, Inc.
Ziff Davis Media, Inc.
About the IAB:
Founded in 1996, the Interactive Advertising Bureau (www.iab.net) represents over 300 leading interactive companies that actively engage in and support the sale of interactive advertising. IAB members are responsible for selling over 86% of online advertising in the United States. On behalf of its members, the IAB is dedicated to the continuing growth of the interactive advertising marketplace, of interactive’s share of total marketing spend, and of its members’ share of total marketing spend. The IAB evaluates and recommends standards and practices, fields interactive effectiveness research, and educates the advertising industry about interactive advertising.
IAB Media Contact
Marketing Communications Director