The convergence of native, social and content are creating new and exciting opportunities for the digital industry, especially on mobile
Unruly welcomed the IAB for the inaugural meeting of the newly created Social Media/Native/Content Committee in our Future Video Lab in New York last week.
In a time when terminology and measurement methods around native formats are constantly shifting, this committee has been established to identify areas that are of most importance to the digital industry and help define guidelines and recommendations on how to tackle these issues.
Led by IAB’s Deputy Director Susan Borst, representatives from Facebook, Twitter, Forbes and more gathered to discuss items such as:
- Update to the MRC Social Media Measurement Guidelines document
- Update to the IAB Native Advertising Playbook
- Influencer marketing from the Publisher perspective
- Native OpenRTB 1.2 and Dynamic Ad Specifications updates
- Marketing in the Messaging Space – Follow up to 12/16 published document
A few topics that were of particular interest to the group included strategies to define the varying definitions of native video (no surprise to us, but video was a topic on the tip of everyone’s tongue!). Additionally, the conversation found itself circling around how the industry continues to compare all format measurement against pre-roll and how that needs to change given its different use-cases.
Curious to be part of this committee that’s helping to define the future of our industry? Learn more about how you can get involved with the IAB.