Locala announced last week that it has joined the IAB Tech Lab to be an actively engaged member in driving mobile-first initiatives from the independent consortium. The IAB Tech Lab is made up of digital publishers, ad technology firms, marketers, agencies and companies from around the world with interests in the interactive marketing arena.
Locala is one of the few mobile-native demand-side platform (DSP) players among the IAB Tech Lab members and will aim to help the consortium put forward more in-app specific technical standards for the digital advertising industry.
“In recent times, we are seeing the digital advertising industry maturing in strides, our industry remains a wild west in need of specific and evolving technical standards,” explains Pierre Wurmser, Chief Product Officer at Locala. “Bringing forward dedicated technical guidelines for in-app environments will ensure a more sustainable and scalable digital ad ecosystem for every stakeholder.”
One initiative that Locala is looking to put in the spotlight is a standardized norm for image ratios of native in-feed ad formats. Publishers have various editorial sizes and there are differences between device types and operating systems. Native ad placements are not at all uniform across in-app environments. Standardizing technical specifications will help to address viewability and fraud concerns plaguing the marketplace with the possibility of universal measurements. Initiatives to put forward standardized technical specifications for mobiles will encourage more monetization and opportunities to scale up in the ecosystem. The “Mobile App Support for Ads.txt” released by the IAB Tech Lab last week is a clear sign that the industry needs more dedicated specifications for the mobile app landscape.
“We welcome Locala into the IAB Tech Lab. Our members are key to advancing our mission of enabling sustainable growth of the global digital media ecosystem, especially as we transition into the post-GDPR era.” says Dennis Buchheim, Senior Vice President and General Manager, IAB Tech Lab.
Locala remains committed to independent and collective efforts to mature the digital advertising landscape. Most recently, the company also joined the GDPR Transparency and Consent Framework put forward by IAB Europe and IAB Tech Lab. Locala is now proudly among the list of registered Vendors & CMPs.