IAB Tech Lab Has A Fix For Mislabeled Instream Video – But Ad Tech Isn’t Ready To Change

Since 2023Programming buyers had a new tool for targeting video inventory: Video IAB Tech Lab.PLCMT Spec.

Almost all of the main SSP accepted the instructive specifications, but six out of the top 10 DSP in August were not according to the report of Media Jounec and it is not clear what their current state is.

June refused to specify which DSP has or have not accepted a new specification. However, ADEXCHAGER independently confirmed that Google DV360 and basic technologies did so, and that was and it was and that was previously reported that the shopping board also has.

Many DSP still use an older video. This forces the SSP that has accepted new specifics No Communicate with so many DSPs.

This dynamics creates a confusion about which video placement signal should be preferred to decide on the offer of video advertising. This confusion negates a lot of what the new specification is trying to fix, such as the ability to block floating players of video records that move when people walk through the web.

Even Google, which has accepted a new specification, still mixes old signals with new ones.

Double standards

Google told Adexchanger last March That his DSP, DV360, began to receive a new video in 2023. April 1 2024.

According to Junec, however Industry’s initiates are wondering Whether DV360 establishes its bid decisions on a new signal or legacy.

Adexchanger asked Google to clarify.

“Because many SSP still send both video.PLCMT, fields, display and video 360 still recognize both fields,” said Google Adexchanger spokesman.

Advertising buyers set their parameters within the DV360, said Google, and can filter out certain types of video record locations. Dv360 Place the controls targetingFor example, they allow users to divide the instructions from the preliminary video record for the campaign.

However, according to the new technology laboratory standards, the location of the video can be labeled as an “OCT” in a new video. PLCMT specification if users arrive on a page that expects to watch this video. Sound playback for video must also be by default.

Within the DV360 category, the buyer is to select the location before growing, the middle and the role-all are considered to be an instruction according to the new and old technology laboratories.

However, the DV360 position interface interface does not have controls for targeting to sound supplies or video, which is the main focus of the page-the main brands of the instrument under the new standard.

Classification

Meanwhile, GAM, SSP Google, also did not fully accept the new standard of instrument.

But wait, does not require Google now not require publishers to include the VIDEO.PLCMT field in all the ADX menu? If so, why would GAM still send old specifications?

Because while DV360 accepted a new specification, other DSPs no. GAM must pass both signals “To ensure that the inventory is not badly marked or sold,” Google told Adexchanger.

However, according to the founder of Junec Media Chris Kane, there is an important nuance. While other SSPs allow publishers to categorize their inventory in the new video and OLD VIDEO.PUNITATION fields, GAM controls how the inventory is categorized under the old field.

Let’s go back.

Within the new video.PLCMT Spec, SSPS and media owners, they indicate video advertising using numbers 1 to 4. The value 1 indicates “instrum”, while 2, 3 and 4 determine the types of inventories that do not meet the new IAB Tech criteria. for instruction. (Here is a detailed schedule of how the inventory is classified under a new specification.)

Old video specification. Poped specification uses labels 1 to 5 and also uses different standards.

For example, although 1 also means “instrum” under the old video specification, the criteria differ from the new specification. The old specifications treated any placement before growing, half or after the cylinder as instrument, regardless of whether the sound was turned on or whether the video was the main focus on the page.

Meanwhile, the new specification also introduced inventory classification, which is more closely in line with today’s online video experiences.

And 2 in the new Pole Video.PLCMT indicates that a video record is “accompanying content” such as a video player that plays ads and some other type of content. According to Jounec, the accompanying content of approximately 30% of the vote of video is accounting.

The accompanying designation of the content did not exist in the old video. Previously, SSP and media owners would often mark what is now considered “accompanying content” as “instheam”.

These locations no longer meet the standard of technical laboratories for video instrument because videos are not the main focus of the page and are often damaged by default. One of the main goals in creating a new standard was to distinguish between the accompanying content – which many buyers want to avoid – and the actual instruction supplies.

Confusion

According to the June report, while GAM allows the publishers to fill the new Video.PLCMT field in the offer requests, it does not allow the publishers to fill the old video.PTion field.

Instead, he says that publishers who want access to ADX demand via GAM must implement interactive media ads Google (IMA) SDK, a service on the part of the client that collects data on the website’s advertising experience. IMA SDK then automatically fills the old video field. Laying for an offer.

When the publisher marks his inventory VIDEOKLAM as “2-coil content” under the new specification, according to Junec, IMA SDK auto-confront the inventory as “1-Instream” for applicants at the old specification.

This results in a gay classification of 100% of the accompanying placement of video advertising as instructive under the old video specification, says Jounka. Because many DSPs still use old specifications, buyers who set their DSP offering criteria to only target inventory inventory, still eventually buy a lot of video records that would not be classified as an instrument for new standards.

Asked to confirm whether the June rating is accurate, Google questioned the claim that publishers must Use IMA SDK if they want access to ADX demand via GAM.

Google spokesman explained that GAM also “supports video SDKS and libraries of instructor built to draw advertising in video players such as IMA and PAL [Programmatic Access Library]“According to Google, GAM will fill an older video. [the publisher is] Using SDK or Library of SDK or Instream such as GMA [Google Mobile Ads] SDK or GPT [Google Publisher Tag]”

Nevertheless, this leaves the publication that publishers refer to as non -interference with the content under the new video.PLCMT specification as an instrument video GAM due to the fact that they could not accept the new specification.

Google says labels accompanying content as an instruction video under the old specification because it was considered an instruction according to the previous standards of IAB Tech Labs that remain used. According to Google spokesman, “he has not changed the logic in how we classify the location of the new PLCMT field”.

But because the buyers are willing to pay more for the instrument, as the publishers refer to their inventory, it is a subsequent decision, said Kane Junce’s. “It is not appropriate and it is not the norm for SSP unilaterally make this decision on behalf of all its customers,” he said.

The depreciation deadline is now

The inaccurate video inventory is exactly what the IAB Tech Lab tried to avoid when it released a new video.PLCMT specification, said Hillary Slattery, Product Management Chief Director and Program Product Laboratory.

IN Releasing For the OpenRTB version 2.6-202303, since April 2023 Slattery wrote: “This update contains the proposed depreciation of the current Video.PUNITATION field in 2024, along with the depreciation of 1-5” used under the old specification.

Asked if the technology laboratory considers an old video.

With regard to it, Tech Lab has some instructions for publishers and platforms that still use the old field of video. No, because they shouldn’t use the old field at all.

“Continuation of the use of an older field creates inconsistency, reduces the buyer’s confidence and incorrectly equals industrial standards,” Slattery said.

And in the opinion of the technology laboratory, the practice is to label the accompanying content as the second video.

Tech Lab’s discussions “revealed a strong opposition on the side of purchase against any video interpretation.

Google OpenRTB Guide for Authorized Buyer It must say about the old video location specification: “Note: Deleted. This will be removed in January 2025 for IAB. ”

ADEXCHANGER asked Google if he actually became an old field this month. Google said: “It seems that the remark of the removal date in January 2025 seems to be in relation to the IAB timeline that is not specific to Google’s ad manager.”

So no.

ADEXCHANGER asked Google if the accompanying content would cease as an insulus under the old fields. He also refused to share any plans for switching to video.PLCMT only.

In short, the confusion will continue to rule until the Video field is no longer using Google or other DSP or SSP. And when it comes to it when it happened – well, it’s quarreled.