daa video ad marker guidelines near-final...

DigitalAdvertisingAlliance(DAA)

DAAAdMarkerImplementationGuidelinesforVideoAdsOctober2015Version1.0

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TheDAAAdMarkerImplementationGuidelinesforVideoAds©2015

DAAAdMarkerImplementationGuidelinesforVideoAds

TableofContents

Introduction...........................................................................................................................3

Scope.....................................................................................................................................3

WhentoUseTheVideoAdGuidelines..............................................................................................3

In-StreamVideoAds.........................................................................................................................3

In-Page/In-BannerVideoAds............................................................................................................4

ImplementationInsidetheVideoAd......................................................................................5

SizingoftheAdMarker....................................................................................................................5

PositioningoftheAdMarkerforIn-VideoPlacement.......................................................................6

DurationofAdMarkerDisplay.........................................................................................................8

AdMarkerClickthrough:OverlayorLinkingExperiences..................................................................8

ImplementationOutsidetheVideoAd.................................................................................12

PlacementoftheDAAIconorAdMarkerAdjacenttotheVideoAd...............................................12

OtherFormsofPublisherNotice.....................................................................................................12

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IntroductionTheDAA’sAdMarkerprovidesconsumerswithaccesstoenhancedtransparencyandchoiceforthecollectionofdataundertheDAAPrinciples.Throughworkinggroupsthatbringtogetherexpertiseacrossthetechnological,creative,andoperationalaspectsofaddelivery,theDAAhasissuedguidelinesintendedtopromoteaconsistentconsumerexperiencewiththeDAAAdMarker.TheseincludetheDAAIconAdMarkerCreativeGuidelinesandtheDAAAdMarkerImplementationGuidelinesforMobile.Theseguidelinesalsoprovidebestpracticesforimplementationtoassistmarketplaceparticipants.TohelpprovideconsumerswithaconsistentexperienceofenhancedtransparencyandchoicethroughtheDAAAdMarker,theDAAisnowissuingtheinitialversionoftheseGuidelines(v1.0)toaddresstheparticularaspectsofAdMarkerimplementationinvideoadformats.Giventhediversityofvideoplayersandformatsacrossthedesktopandmobileenvironments,theDAArecognizesthatinsomecasesservingaclickableAdMarkerisnotpossibleinconnectionwithvideoads.1However,whenservingtheAdMarkerispossibleforparticipatingcompanies,theexamplespresentedintheseGuidelinesareintendedtohelpsuchcompaniesdeliveraconsistentconsumerexperience.Moreover,theDAAfullyexpectstorevisetheseGuidelinesandexpandtheimplementationoptionsforvideoadsasinnovativenewapproachesemerge.

ScopeTheDAAAdMarkerImplementationGuidelinesforVideoAds(the“VideoAdGuidelines”)supplementtheexistingDAAGuidelineswithimplementationrecommendationsspecifictovideoadformats.TheVideoAdGuidelinesshouldbereadinconjunctionwiththeDAA’spreviouslyissuedguidelines;ifanissueisnotaddressedhere,itmayalreadyhavebeencoveredbytheDAA’sexistingguidelines.Forexample,issuesrelatingtocompanionadsforvideoadsareaddressedintheDAAIconAdMarkerCreativeGuidelinesbecausethoseguidelinesaddressthegeneralissuesrelatingtodisplayadformats,andcompanionadsareservedinadisplayenvironment.WhentoUseTheVideoAdGuidelinesVideoadscurrentlyarepresentedinmultipleformats,mostcommonlyin-streamaspartofthedeliveryofvideocontent,butalsoin“out-stream”formatswhereavideoadispresentedindependentofvideocontent(forexample,freestandingin-pageorin-bannervideoads).TheseVideoAdGuidelinesareintendedtoprovideguidanceforvideoadsinwhichanentityisseekingtoprovideauserwithenhancedtransparencyconsistentwiththeDAAPrinciples.Theusecasesinclude,butarenotlimitedto,in-streamformats(pre-roll,mid-roll,andpost-roll)andotherformatssuchasin-pageandin-bannervideoads.In-StreamVideoAdsIn-streamvideoadstypicallyrunbefore(pre-roll),inthemiddle(mid-roll),orafter(post-roll)streamingvideocontentandmaybeaccompaniedbyacompanionad.

1Forexample,videoadsinVAST2.0formatdonotnativelysupporttheinclusionofaclickableAdMarker.

http://www.aboutads.info/principles

http://www.aboutads.info/resource/download/DAA_Icon_Ad_Creative_Guidelines.pdf


http://www.aboutads.info/resource/Ad_Marker_Guidelines_Mobile.pdf

http://www.aboutads.info/principles

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Figure1(a):ExampleofanIn-StreamVideoAd.

Figure1(a)In-Page/In-BannerVideoAdsIn-pagevideoadscanplayeitheraspartofanIABstandard-sizeorlargeformatdisplayadunitorasastand-alonevideoadwithinawebpage.Figures1(b)&1(c):ExamplesofVideoAdsthatRunIn-PageandIn-Banner.

Figure1(b)

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Figure1(c)

ImplementationInsidetheVideoAdDependingonthevideoplayeroradformat,theAdMarkerorDAAIconmaybeservedasanoverlayinvideoads.2Whenanoverlayispossible,thissectionprovidesexamplesofappropriateimplementation.Intheeventthataparticularplayerformatdoesnotpermitthedisplayofanoverlay,aservingentitymayemploythealternativeapproachescoveredlaterintheseGuidelines.SizingoftheAdMarkerAsexplainedintheDAAIconAdMarkerCreativeGuidelines,theAdMarkerconsistsoftheDAAIconandaccompanyingapprovedtext(suchas“AdChoices”). Figure2:DAAIconandDAAIconwithaccompanyingapprovedtext

Figure2TheseGuidelinesprovidesizinginformationfortheDAAIcon(aminimumof12x12pixels)andfortheAdMarker(“AdChoices,”71x16pixels,e.g.)andguidanceontheuseofanexpandableversionoftheDAAIcon. Font and container opacity are also specifically addressed, aswell as the permissible icon colorpalette.3

2ServingtheDAAIconorAdMarkerforin-videoimplementationmayrequireintegrationviacustomJavascript,VPAID,and/orVAST3.0.TheIAB’sVPAIDspecificationcanbedownloadedhere.TheIAB’sVASTspecificationcanbedownloadedhere. 3 See“AppendixA:DAAIconColorSpectrumWheel”withintheDAAIconAdMarkerCreativeGuidelines.



http://www.iab.com/guidelines/digital-video-player-ad-interface-definition-vpaid-2-0/

http://www.iab.com/guidelines/digital-video-ad-serving-template-vast-3-0/

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Similarly,issuesrelatingtotheexpansionoftheDAAIconviahoverareaddressedintheDAAAdMarkerImplementationGuidelinesforMobile.ThisincludestheuseofaninvisibletouchpadareatofacilitateinitialuserinteractionwiththeDAAIcon.TheassumptionfortheusecasesaddressedinthisversionoftheVideoAdGuidelinesisthattheusercaninteractwiththeAdMarkerorDAAicon,whetherbyclickorscreentouch.PositioningoftheAdMarkerforIn-VideoPlacementTheAdMarkerorDAAIconshouldnotcoverplayercontrolsorotherelementsoftheplayer.WheneithertheAdMarkerorDAAIconisplacedinsidethevideoadunit,itmaybeplacedbytheservingentityinanyofthefourcornersofthevideoadunit.Thisflexibleapproachisnecessarybecauseofthefollowingconsiderations:

• TheDAA’sdisplayguidelinesgenerallyadvisethatcompaniesdefaulttotheupperrighthandcornerofthecreativesoastominimizethepossibilityofduplicationorvisiblecollisioninAdMarkerdeliverybymultipleentities.However,giventhatplayerformatsandthepositioningofplayercontrolsmayvaryamongvideoads,implementingcompaniesmaychoosealternativecornerssoastoavoidconflictsinuserinteraction.

• Otherfactors,suchasthecoloringofthevideoadcreativeandavoidingconflictwithembeddedcallstoaction,maysimilarlynecessitateflexibilityfortheservingentityinchoosingwhichcornertoprovidetheAdMarker.

TheAdMarkerorDAAIconshouldnot“float”withinthevideoad.ConsistentwiththeDAA’spriorguidance,theAdMarkerorDAAIconisplaceddirectlyinthecorneroftheadwithnospacing.Similarly,whentheDAAIconisusedinconjunctionwithapprovedtext,theDAAIconshouldbeplacedintheimmediatecorneroftheadwiththeapprovedtextadjacenttotheIcon.



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Figures3(a)&(b):ExamplesofIconplacement:Upperleft-handcornerofpre-rollvideo,showingboth(a)collapseddisplay(DAAIcononly)and(b)expanded(fullAdMarkerusing“AdChoices”)

Figure3(a)

Figure3(b)Toaccommodateotherinteractiveelementswithinthevideoad,onepossibleapproachistoallowfor16pixelsofspaceatthetoporbottomofthevideoadtoallowfortheplacementoftheDAAIconorAdMarker.

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Figure4:ExampleofIconplacementcombinedwith16-pixelspacebeloworabovetheinteractiveelement.

Figure4DurationofAdMarkerDisplayDisplayoftheAdMarkershouldpersistthroughtheentiretyofthevideoad,aspermittedbynetworkperformance.Ifthevideoadcontainsaninteractiveelement(suchasamicrosite),whentheusersuspendsthevideoadtoengagewiththiselement,itisnotnecessarytodisplaytheAdMarkerwithintheinteractiveelementprovidedthattheAdMarkerremainsdisplayedinthevideoaditselfwhentheuserresumesengagementwiththevideoad.

AdMarkerClickthrough:OverlayorLinkingExperiencesWhenauserclickstheDAAIconorAdMarker,thepreferredapproachisthattheservingentityopensanoverlay,asthismaintainstheuser’sdirectinteractionwiththevideocontentorin-pagevideoad.However,ifthisimplementationisnotfeasible,servingentitiesmaylinktodisclosureinanewwindow.OverlayApproachTheservingentitymaypausethevideoadoncetheuserengageswiththeIconorAdMarkertoopenanoverlay,andresumeplayingthevideoadwhentheuserclicksorotherwiseactivatesaresumefunction,orclosestheoverlay.Alternatively,aslongasthein-adoverlaydoesnotcoverthemajorityoftheplayerinterface,theservingentitymayelecttohavetheadcontinuetoplaybehindtheoverlay.WhentheuserclickstheIconorAdMarker,theoverlayopensandthevideowilleitherpauseorcontinuetoplayifapartialscreenoverlayispresented.

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Figures5(a)&(b)–Examplesofoverlaysforpausedads.

Figure5(a)

Figure5(b)Theoverlaymayfilltheentirespaceoccupiedbythevideoad.Thetextoftheoverlaymayincludethefollowingelements:

• Alinkorbuttonthatlinkstothepreferencemanagerpage• Disclosuresandotherinformationrelatingtotheservingentityortheadvertiser,consistent

withtheDAAPrinciples• Linkstopertinentprivacydisclosures• Linktoanindustry-developedchoicetool

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Theoverlayshouldalsoprovideanactionbuttonthatallowstheusertoclosetheoverlayandresumeadplayback.Incertaincircumstances,theimplementingentitymayelectnottopausethevideoadwhileservingtheoverlay.Ifthevideoadisnotpaused,theoverlayshouldcoverlessthan50%ofthevideoadcreative.However,inmobileformatswhereviewerlegibilityoftheoverlaymaybeanissue,anoverlaythatcoversasubstantialportionofthevideomaybeimplementedtoaccommodatethetextofanyconsumer-facingdisclosureandcalltoactiontotheusertoexercisechoice. Figure6:Exampleofanoverlaydisplayedinmobileformatwherethevideocontinuesplaying.

Figure6Similartotheoverlaysserveduponvideopause,theoverlayinthisscenariomayincludethefollowingelements:



Theoverlayshouldalsoprovideanactionbuttonthatallowstheusertoclosetheoverlayandresumetheplayingofthevideoad.NewWindowApproachIfanoverlayapproachisnotfeasible,servingentitiescanopenanewwindowonuserclickthrough.Similartotheoverlayapproach,thedisclosuremayincludethefollowingelements:

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Figure7:Exampleofnewwindowdisclosure

Figure7Servingentitiesmayalsolinktoapreferencemechanismselectedbytheservingentity,providedtheconsumerreceivesthedisclosuresotherwiserequiredbytheDAAPrinciples.

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ImplementationOutsidetheVideoAdPlacementoftheDAAIconorAdMarkerAdjacenttotheVideoAdEntitiesthatwishtoservetheDAAIconorAdMarkeradjacenttotheadmayusethesameapproachespreviouslyrecommendedintheAdMarkerCreativeGuidelines,workingwithpublisherstosecuresuchplacement.Thisapproachmaybeneededwhentherearelimitationsontheplacementofoverlaysforthevideoadunit.Specificexamplesofsuchimplementationinconnectionwithvideoadswillbepresentedinsubsequentversionsofthisdocument.OtherFormsofPublisherNoticePublishersseekingtoprovidealternativeplacementoftheDAAIconorAdMarkerinconnectionwithvideoadsmayemploytheadditionalformsofDAAIcon/AdMarkerplacementcoveredinthepriorguidelines,includingfooterplacementandin-appimplementationapproachescoveredintheMobileGuidelines(whichinclude,forexample,theplacementoftheDAAIconatthepointofappdownloadandwithinsettingsmenusforapps).

daa video ad marker guidelines near-final...

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