The world of marketing and advertising is constantly evolving, especially in the digital landscape. In India, the use of programmatic advertising has been on the rise as brands look for more targeted and efficient ways to reach their audiences. However, with the increase in demand for programmatic, there have also been challenges in terms of standardization and scalability. To address these issues, the IAB Tech Lab has launched a new Containerisation Project.
The Containerisation Project, as reported by Afaqs, aims to standardize Open RTB containers and help programmatic advertising scale with efficiency. For those unfamiliar with the term, programmatic advertising uses automated technology to buy and sell digital advertising space in real-time. This allows for more targeted, data-driven campaigns and eliminates the need for manual negotiations.
According to a Forbes article on branding, programmatic advertising is expected to account for 86% of all digital display advertising in India by 2021. With such growth, it’s crucial for the industry to have a standardized and streamlined process in place. This is where the Containerisation Project comes in.
The project will define a set of standards for container-based delivery of advertising assets, including creative, ad tags, and ad delivery instructions. This will not only improve efficiency but also reduce discrepancies and errors in the delivery process. As the project progresses, it will also look into developing standards for audio and video ads, expanding its scope beyond just display ads.
Creatore’s Take:
As a premium Indian branding agency, Creatore understands the importance of an efficient and effective advertising strategy. In today’s digital age, programmatic advertising is a key component of any successful marketing campaign. However, the lack of standardization and scalability has been a major challenge for brands in India.
IAB Tech Lab’s Containerisation Project is a step in the right direction towards addressing these challenges. By standardizing Open RTB containers and streamlining the delivery process, it will not only benefit brands but also publishers and ad tech companies. As a real estate branding agency in Chandigarh, we understand the importance of staying updated with the latest trends and developments in the marketing world. This project will definitely have a positive impact on the digital advertising landscape in India.
In conclusion, IAB Tech Lab’s Containerisation Project is a promising initiative that will simplify and improve programmatic advertising in India. As marketing leaders and decision-makers, it’s important for us to stay updated and adapt to new technologies and strategies to stay relevant in the market. With the right approach and execution, the Containerisation Project has the potential to revolutionize the way we approach programmatic advertising in India.