By Sahil Patel
The Interactive Advertising Bureau has released an updated version of its “Digital Video In-Stream Ad Metric Definitions” — the first time the organization has made an updated to this list of terms since 2009.
Among the changes, the IAB is no longer down with the ad-view as a viable metric to measure the performance of a video ad. The organization has decided to jettison the metric, citing that it’s too “easily confused with impressions.” That said, IAB will allow the use of the “creative view” metric for tech vendors to determine which video codec or technical version of an ad was played.
The other metrics to be removed? Non-overlay and non-linear ads, which the IAB says are never or rarely ever used in the marketplace.
In place of these removals, the IAB is proposing the addition of a few new metrics, including the skip to measure when users intentionally skip a linear video ad. The organization has also added an “other ad interaction” definition to serve as a catchall term for any type of ad interactions not mentioned in the document.
The Digital Video In-Stream Ad Metric Defintions are meant to serve as a uniform language that the entire video ad business can use. As is the case with any changes IAB proposes to its standards, the revisions are open for public comment, after which the IAB will take into account any feedback and release the final version of the document.