Mumbai: IAB Tech Lab, the global digital advertising technical standards-setting body, today announced the opening of a public comment period for the Ad Creative ID Framework (ACIF) Validation API. This API automates the validation of registered creative IDs, streamlining workflows and enhancing efficiency within TV and video ad operations. The initiative aims to standardize processes across platforms in the TV and video supply chain, contributing to greater transparency and scalability. The public comment period will remain open until January 18, 2025.
“ACIF Validation API cuts through the noise and addresses a fundamental challenge in our industry,” said Anthony Katsur, CEO, IAB Tech Lab. “For too long, fragmented workflows have slowed us down and created inefficiencies. Now, publishers and platforms will have the tools they need to scale and simplify operations. But we need the industry to step up—review it, test it, and help us refine it during this comment period.”
The ACIF Validation API is part of a broader effort to standardize the tech stack across TV and video platforms. By requiring ad registration authorities to support the API and encouraging ad tech platforms to integrate it, the API facilitates smoother decision-making, ad placement, and measurement processes. This standardization benefits key players throughout the ecosystem, from ad registration authorities to platforms handling automated creative workflows.
Leading industry figures have voiced strong support for this initiative:
Bob Liodice, CEO, ANA: “Advertisers need to make sense of a fragmented CTV advertising ecosystem while maximizing the return on their media spend. The ACIF Validation API streamlines a critical part of that process by automating creative ID validation, reducing operational headaches, and making it easier to understand where the greatest ROI is in CTV. Adopting ACIF empowers brands and their agency partners to focus on brand strategy and creativity while driving better advertising outcomes.”
Ryan McConville, Executive Vice President, Ad Platforms & Operations, NBCUniversal Advertising & Partnerships: “The ACIF Validation API represents a practical and much-needed step in addressing inefficiencies across the supply chain. For publishers and platforms alike, standardization makes scaling Advanced TV operations far more achievable.”
Kevin O’Reilly, CSO, XR Extreme Reach: “As a founding member of the Creative ID Framework, we understand that publisher adoption is key to unlocking the value of a global creative identifier. By automating ID validation and integrating directly with third-party registries like AD-ID in the US, the ACIF API simplifies the process, empowering publishers to safely manage advertiser messaging across their platforms and brands to maximize their creative value across both linear and CTV.”
Nada Bradbury, CEO, AD-ID: “For registration authorities, this framework highlights the importance of AD creative registration. It incentivizes brands to register their AD creative and supports the scalability needed for future growth in Advanced TV.”
Jarred Wilichinsky, Senior Vice President Ad Operations at Paramount: “This API gives publishers a standardized, scalable tool for validating creative IDs. It’s an essential building block for enabling better workflows and delivering consistent ad quality.”
For more information about the IAB Tech Lab ACIF Validation API and to participate in the public comment period, which will remain open until January 18, 2025, please visit https://iabtechlab.com/acif#api.
