The Interactive Advertising Bureau (IAB) today released “An Evolving Framework for Advertising Automation” to create clarity around programmatic functions and encourage more meaningful conversations among buyers, sellers, and technology vendors. The report sets out a consistent vocabulary and structure for programmatic advertising, including details of the core processes, tasks, and platforms involved in automating digital advertising.
The paper intends to shift the industry from discussions about “programmatic” to “automation.” This vocabulary clarification is accompanied by flow charts for buying automation and selling automation. The use of consistent vocabulary is also important to benchmark market size and analyze investment.
The report identifies five key consideration steps in the automation lifecycle—Plan, Decision, Transact, Deliver, and Optimize—providing buyer and seller perspectives and tasks, looking at the distinct technologies each party needs to use, as well as emphasizing “automation” over “programmatic.”
In addition, the report offers insights on a range of topics vital in an automated environment:
- Data quality and identity resolution
- Inventory quality
- Brand safety
- Ad effectiveness and marketing intelligence
- User experience
- Organizational alignment and staffing