IAB Tech Lab Releases Guidance to Help Transition Digital Video Ads to HTML5, JavaScript

Guidance to help shift digital video ads to HTML5 and JavaScript formats, which are considered default media playback options in many browsers, was released Tuesday by the Interactive Advertising Bureau Technology Laboratory. “The move from Flash to HTML5 and JavaScript is vital to improving user experience in digital video advertising,” said IAB Tech Lab General Manager Alanna Gombert in a news release. “We recognize that it’s a complex transition -- one that cannot happen overnight. This guidance provides practical insights and how-to’s that simplify and facilitate the process for publishers, brands, and media agencies, as we build a stronger foundation for video marketing.” The lab also is providing one checklist for agencies and brands, and another for publishers that provide customized best practices as they make the transition over the next six months. It's recommending all video ads be in HTML5 by July. The release said tools such as a Video Ad Serving Template Validator and a JavaScript Video Player-Ad Interface Definition tester will be released in January to help with the transition.