Bloomberg Media has launched a flexible ad format called Ad-apt, as publishers trade standard banner ads and external ad tech for audience-based targeting and in-house capabilities. Ad-apt turns basic inventory into four different formats, video, data or related Bloomberg articles that can be customised according to the viewer's browsing history, clicks and where they hover The Interactive Advertising Bureau has encouraged publishers to adapt ads to different screen sizes and resolutions and use ads less susceptible to ad-blocking. But while these changes are welcome, there is still room for improvement.
Bloomberg Media has launched a flexible ad format called Ad-apt, as publishers trade standard banner ads and external ad tech for audience-based targeting and in-house capabilities. Ad-apt turns basic inventory into four different formats, video, data or related Bloomberg articles that can be customised according to the viewer's browsing history, clicks and where they hover The Interactive Advertising Bureau has encouraged publishers to adapt ads to different screen sizes and resolutions and use ads less susceptible to ad-blocking. Bloomberg may also extend to personalising editorial content for each visitor.