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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TheDAAAdMarkerImplementationGuidelinesforVideoAds©2015
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.
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TheDAAAdMarkerImplementationGuidelinesforVideoAds©2015
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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TheDAAAdMarkerImplementationGuidelinesforVideoAds©2015
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.
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TheDAAAdMarkerImplementationGuidelinesforVideoAds©2015
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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TheDAAAdMarkerImplementationGuidelinesforVideoAds©2015
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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TheDAAAdMarkerImplementationGuidelinesforVideoAds©2015
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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TheDAAAdMarkerImplementationGuidelinesforVideoAds©2015
Figures5(a)&(b)–Examplesofoverlaysforpausedads.
Figure5(a)
Figure5(b)Theoverlaymayfilltheentirespaceoccupiedbythevideoad.Thetextoftheoverlaymayincludethefollowingelements:
• Alinkorbuttonthatlinkstothepreferencemanagerpage• Disclosuresandotherinformationrelatingtotheservingentityortheadvertiser,consistent
withtheDAAPrinciples• Linkstopertinentprivacydisclosures• Linktoanindustry-developedchoicetool
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TheDAAAdMarkerImplementationGuidelinesforVideoAds©2015
Theoverlayshouldalsoprovideanactionbuttonthatallowstheusertoclosetheoverlayandresumeadplayback.Incertaincircumstances,theimplementingentitymayelectnottopausethevideoadwhileservingtheoverlay.Ifthevideoadisnotpaused,theoverlayshouldcoverlessthan50%ofthevideoadcreative.However,inmobileformatswhereviewerlegibilityoftheoverlaymaybeanissue,anoverlaythatcoversasubstantialportionofthevideomaybeimplementedtoaccommodatethetextofanyconsumer-facingdisclosureandcalltoactiontotheusertoexercisechoice. Figure6:Exampleofanoverlaydisplayedinmobileformatwherethevideocontinuesplaying.
Figure6Similartotheoverlaysserveduponvideopause,theoverlayinthisscenariomayincludethefollowingelements:
• Alinkorbuttonthatlinkstothepreferencemanagerpage• Disclosuresandotherinformationrelatingtotheservingentityortheadvertiser,consistent
withtheDAAPrinciples• Linkstopertinentprivacydisclosures• Linktoanindustry-developedchoicetool
Theoverlayshouldalsoprovideanactionbuttonthatallowstheusertoclosetheoverlayandresumetheplayingofthevideoad.NewWindowApproachIfanoverlayapproachisnotfeasible,servingentitiescanopenanewwindowonuserclickthrough.Similartotheoverlayapproach,thedisclosuremayincludethefollowingelements:
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TheDAAAdMarkerImplementationGuidelinesforVideoAds©2015
• Alinkorbuttonthatlinkstothepreferencemanagerpage• Disclosuresandotherinformationrelatingtotheservingentityortheadvertiser,consistent
withtheDAAPrinciples• Linkstopertinentprivacydisclosures• Linktoanindustry-developedchoicetool
Figure7:Exampleofnewwindowdisclosure
Figure7Servingentitiesmayalsolinktoapreferencemechanismselectedbytheservingentity,providedtheconsumerreceivesthedisclosuresotherwiserequiredbytheDAAPrinciples.
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TheDAAAdMarkerImplementationGuidelinesforVideoAds©2015
ImplementationOutsidetheVideoAdPlacementoftheDAAIconorAdMarkerAdjacenttotheVideoAdEntitiesthatwishtoservetheDAAIconorAdMarkeradjacenttotheadmayusethesameapproachespreviouslyrecommendedintheAdMarkerCreativeGuidelines,workingwithpublisherstosecuresuchplacement.Thisapproachmaybeneededwhentherearelimitationsontheplacementofoverlaysforthevideoadunit.Specificexamplesofsuchimplementationinconnectionwithvideoadswillbepresentedinsubsequentversionsofthisdocument.OtherFormsofPublisherNoticePublishersseekingtoprovidealternativeplacementoftheDAAIconorAdMarkerinconnectionwithvideoadsmayemploytheadditionalformsofDAAIcon/AdMarkerplacementcoveredinthepriorguidelines,includingfooterplacementandin-appimplementationapproachescoveredintheMobileGuidelines(whichinclude,forexample,theplacementoftheDAAIconatthepointofappdownloadandwithinsettingsmenusforapps).