February 2025
🚀 New and updated PLCMT video definitions by the IAB Tech Lab
What is it?
The updated PLCMT video definitions by the lAB Tech Lab standardized video ad formats, enhancing the ad experience, improving inventory identification for marketers, and helping media owners maximize monetization. These revisions include new placement specifications and a field for updated ad values.
Transition to the new IAB taxonomy for video placements allows the selection of the desired placement type (out-stream or in-stream) at the line item level for more targeted advertising.
The new PLCMT definitions are:
Instream: Ad displayed within a video player that plays with sound on by default or shows clear consumer intent to watch. It replaces the legacy "in-stream" and includes pre-roll, mid-roll, or post-roll ad positions.
Accompanying Content: Refers to video ads within video content, where the consumer may be on the page to watch a video or read an article. These ads play with sound off by default, autoplay when in view, and can appear in pre-roll, mid-roll, or post-roll positions.
Interstitial/Full-screen takeover: Full-screen, takeover video ads, typically in-app, that plays without supporting content and cannot be scrolled out of view.
No Content/Standalone: This refers to ads with no associated video content, playing with the sound off by default. These placements include in-article, in-banner, in-feed, or floating formats.
Why?
Increased ROI: The new PLCMT categorization helps you focus on premium instream video and better categorize other content, offering improved inventory options for media buyers.
Stronger performance: It offers transparency, helping you make informed video strategy decisions, balancing scale, cost, and engaging ad options.
Improved consumer experience: It helps deliver more relevant, engaging video ads, improving the viewing experience.