Via Google Blog

Last year, we announced that Display & Video 360 was supporting the IAB Tech Lab guidelines  and using the Identifier for Advertising (IFA) to effectively manage ad frequency for connected TV. IFA is a standardized identifier that can be disabled or reset by the user. Since then, the industry has widely adopted IFA. In fact, last year alone, Display & Video 360 saw an 88 percent increase in connected TV IFA adoption by publishers on our top five video exchange partners.2 Today, to further extend your frequency management capabilities, we’re working with inventory providers to support IFAs at the exchange and publisher levels. For example, we recently integrated with Telaria’s video management platform, enabling you to control frequency in a user-first way on publishers such as Hulu, Pluto TV or Lifetime.

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