First Look: IAB Tech Lab Releases ‘Guidelines for Identifier for Advertising (IFA) on OTT Platforms’ for Public Comment

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The IAB Technology Laboratory has released new “Guidelines for Identifier for Advertising on OTT Platforms” with recommendations on how to maintain a high-quality advertising experience within over-the-top television (OTT) environments—advocating that stakeholders manage advertising-related activities through an identifier for advertising (IFA).

Available for public comment through May 3, 2018, the technical guidelines provide instructions on best practices for delivering targeted ads, as well as controlling ad frequency and rotation across a wide variety of disparate smart TVs, connected devices, and other OTT systems.

In order to be compliant with these guidelines, devices and apps must store and send the following parameters as part of any ad request:

  • An identifier for advertising (IFA) – required, unless the user has opted in to limit ad tracking, an IFA must be a unique value that is completely disconnected from a hardware ID, MAC address, IMEI, or IP address
  • An associated IFA type – identifying the source of the IFA, whether device-generated, publisher-provided, or temporary
  • Limit ad tracking (LAT) – an opt-out mechanism to respect the user’s privacy choices

The guidelines also feature specific advice and intelligence for consumer electronics manufacturers, OTT app publishers, and ad/measurement platforms to address the needs of each of these stakeholder groups.

“After linear TV, more Americans watch video content on OTT than on VOD or DVR, and the medium is skyrocketing,” said Dennis Buchheim, Senior Vice President and General Manager, IAB Tech Lab. “The traditional semi-persistent cookie we are accustomed to using as an identifier on browsers isn’t at play across OTT systems, so we need to deploy other types of identifiers to ensure that ad experiences are optimal for consumers. These guidelines will direct stakeholders down the path of best practices to allow OTT to grow and evolve as a significant advertising platform.”

“Between smart TVs, connected devices, and other OTT systems out in the marketplace—all with varied approaches to identification—we’re looking at a ‘Tower of Babel’ challenge,” said J. Allen Dove, CTO, SpotX, and member of the IAB Tech Lab OTT Technical Working Group. “The new IAB Tech Lab guidelines solve these challenges and improve overall user experience. We are hoping that others in the industry also contribute their input to make these recommendations even more effective.”

After public comment concludes, the IAB Tech Lab OTT Technical Working Group will evaluate and incorporate the feedback received and release a final version. To review the proposed guidelines, click here.

The post First Look: IAB Tech Lab Releases ‘Guidelines for Identifier for Advertising (IFA) on OTT Platforms’ for Public Comment appeared first on Mobile Marketing Watch.


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Comment: Curved screens are a stepping stone toward a high-end foldable iPhone

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This morning’s report that Apple is working on an iPhone with a curved display sounds like it will be a rather modest change from the iPhone X.

Apple is also developing iPhone displays that curve inward gradually from top to bottom, one of the people familiar with the situation said.

That seems to be referencing a rather subtle curve that may, like the very slight curve at the bottom of the iPhone X, be almost indistinguishable from a flat screen. Technically, of course, the iPhone X display is fully curved, as it folds back underneath itself to make possible the near-bezel-free design …

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Comment: The three reasons I think Apple has created its microLED manufacturing facility

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OLED superseded LCD because it’s brighter, has better color saturation, and is more power-efficient. microLED is expected to replace OLED within the next few years for the same reasons – it improves on all three of those factors.

I don’t believe that Apple’s ‘secret manufacturing facility‘ for microLED screens indicates any desire or plan on Apple’s part to move into large-scale component manufacturing, but I do think it’s a very smart move.

I suspect there are three reasons Apple has established the facility …

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Comment: I instinctively support ‘right to repair’ but do appreciate the trade-offs

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Some eighteen states have now signed a Right to Repair bill, with California the latest to sign up. The bills say that manufacturers must facilitate DIY and third-party repairs by publishing repair information and making both replacement parts and diagnostic tools available to consumers.

I’m instinctively on the side of those who think that devices should be both repairable and expandable by their owners. But I do recognize the trade-offs that involves …

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Comment: A more affordable MacBook Air would be the new iBook

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The MacBook Air has been one of Apple’s more neglected product lines. The 11-inch model was discontinued in 2016, and the 13-inch model hasn’t seen any major updates since 2015.

I thought I knew why Apple was keeping the machine in the lineup: it needed an entry-level Mac to bring people into the ecosystem, and at a time when most people buy laptops, the Mac mini wasn’t going to be it. The 12-inch MacBook was the obvious successor, but at $ 1299 it was just too expensive.

So my theory was that Apple was holding onto the MacBook Air until it was able to bring the 12-inch MacBook price down to hit the magic $ 999 number. But it now seems that Apple has a different, more ambitious plan …

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Saurik’s latest Reddit comment discusses Electra, Cydia, and Mobile Substrate

With everything that’s going on lately in the jailbreak community as of late, it’d be an understatement to say that people want to know what’s happening with Saurik and the iOS 11 update for Cydia and Mobile Substrate that he talked about on Reddit several weeks ago.

Following the Electra 1.0 public release this week, Saurik took to Reddit once again to discuss CoolStar’s jailbreak tool and his progress on updating Cydia and Mobile Substrate for iOS 11. As usual, the comment is rather long, so bear with us…… Read the rest of this post here


Saurik’s latest Reddit comment discusses Electra, Cydia, and Mobile Substrate” is an article by iDownloadBlog.com.
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Comment: HomePod has made me optimistic about that over-ear headphone report

A KGI note over the weekend suggested that Apple is planning to release new ‘high-end over-ear headphones‘ – though not until late fall at the earliest.

Without my experience of the HomePod, I’d have merely shrugged at the report. Apple hasn’t exactly made a name for itself for headphone quality, either through its own-brand EarPods and AirPods, or through the Beats-branded products it has promoted since buying the company …

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SwiftKey Beta v6.7.8 appears to fix annoying bug when typing in comment forms like Disqus in Chrome

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SwiftKey remains the keyboard of choice for many Android users, myself included. While the app is undoubtedly bloated, its autocorrect and next-word prediction are tops. Sadly, those strengths have gone to crap lately when using SwiftKey to type in comment forms like Disqus in Chrome. The latest SwiftKey Beta appears to fix the issue.

The bug hampers autocorrection while typing and causes odd things to happen when tapping next-word predictions. For example, sometimes multiple attempts are required to select a prediction; or tapping a word in the prediction bar adds the first letter of that word to the end of the word, yielding a nonword.

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SwiftKey Beta v6.7.8 appears to fix annoying bug when typing in comment forms like Disqus in Chrome was written by the awesome team at Android Police.

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Facebook is testing a downvote button, but only for comment moderation

Today, screenshots depicting a new “downvote” button on Facebook began circulating on Twitter, leading some to speculate that the social network is actively testing a ranking mechanism similar to Reddit’s community-controlled comment system. The company has officially confirmed the test to The Verge, but a Facebook spokesperson says it’s only intended to be a method for flagging questionable comments on public posts.

Tapping the downvote button hides the comment for the user who taps it, then asks them to say whether the comment was “offensive,” “misleading,” or “off topic.” Downvote view counts not being visible to users. “We are not testing a dislike button,” a Facebook spokesperson writes. “We are exploring a feature for people to…

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Facebook’s ‘downvotes’ test tries to fix comment moderation

Back in 2016, Facebook reportedly chose to roll out Reactions instead of a dislike button, because the latter would've sown too much negativity. According to The Daily Beast, though, the social network is now testing a "downvote" button, which has it…
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