Google, ITV, Channel 4 and Telegraph join IAB’s first Mobile Ad Tech working group
Brands including Google, ITV, Channel 4 and the Telegraph are among the first to join the Internet Advertising Bureau’s (IAB) first Mobile Ad Tech working group.
The group, which will launch next month, is aimed at tackling the technical issues and challenges within the mobile industry.
Microsoft, Yahoo, Adfonic and Bauer Media have also signed up to join, and the IAB is expecting a further five to join ahead of the launch to take the total to 20 companies.
The news will be revealed this morning by IAB’s director of mobile and operations Jon Mew at the IAB Mobile Engage event in London, for which The Drum is media partner.
IAB’s senior programmes manager Catherine Vital said: "Mobile ad technology moves at an incredibly fast pace and keeping up to date with these changes is often a challenge for the industry.
"With issues such as discrepancies and back-up gifs becoming more apparent we have decided that now is a good time to launch the first Mobile Ad Tech working group. The aim of this group, which is made up of over fifteen organisations will be to provide guidance and resources for those who need to know more about ad technology on mobile."
Last week the IAB launched a "mobile discrepancies FAQ document" to help provide people working in the ad serving sector, but that don't necessarily work on the technical side of things, to better understand why discrepancies can occur and how they can be reduced. It worked with 18 different companies to produce the documents across different categories.
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Internet Advertising Bureau (IAB)
The Internet Advertising Bureau (IAB) is the UK trade association for digital advertising, representing most of the UK’s leading brands, media owners, publishers...
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