AdsML Standard -- Opening an Envelope

While Knadjian notes that there have been attempts to create standards at specific stages of the advertising lifecycle—AdConnexion and SpaceXML, as examples—these have been adopted to varying degrees and only at regional levels.

David Jones, general manager at Vio Worldwide, is also active in AdsML initiatives. As a corporate member of the AdsML Consortium, he is an authority on the ideals behind AdsML. "Today, the publishing industry has SpaceXML from IDEAlliance, and AdConnexion, the Scandinavian initiative. Both deal with the codification of advertisement bookings, the basic idea that information must be moved around digitally between publication and media buying," he explains.