Wednesday, June 9, 2010

Interactive Advertising Bureau forms Tablet Task Force; goal is to create infrastructure to support rich media

The Interactive Advertising Bureau (IAB) yesterday announced it has formed the Tablet Task Force tasked with creating the infrastructure necessary for supporting rich media advertising for tablets and e-readers. The task force is another sign of the growing importance of Apple's new tablet, the iPad, as well as an acknowledgement that new tablets will be coming soon.
“The Tablet Task Force launches an important conversation about what should happen to drive sustainable advertising growth for tablets and e-readers, and it taps into the combined experience and expertise of respected industry leaders,” Randall Rothenberg, President and CEO of the IAB said.

“The ad market is developing for tablets and e-readers as the excitement builds for those devices.” Bob Carrigan, CEO, IDG Communications Inc., Co-Chair of the Tablet Task Force is quoted as saying on the IAB website. “Their growth will create new revenue for media companies, agencies and technology companies and new experiences for users.”

The work of the task force will be complicated by other forces working to shape the future of tablet advertising. Among these are Apple's own iAd platform development, as well as the work of the ePub Working Group instructed with looking at and expanding that platform's capabilities.