IAB | The Ad Creative ID Framework (ACIF): Streamline & Improve Cross-Platform Advertising

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For more information, please visit the <a href="https://www.iab.com/unlock-a-world-of-opportunities-by-creating-your-personal-iab-account/">IAB Create an Account page</a>.</p> </p> </span> <a href="javascript:;" class="user-icon iab-event-login-button primary-button-red uk-flex uk-text-decoration-none"> <span class="register-text">Login & Register</span> <div class="arrow-right"></div> </a> </div> <script data-cfasync="false" src="/cdn-cgi/scripts/5c5dd728/cloudflare-static/email-decode.min.js"></script><script src="https://iab-events.blackthorn.io/loader" data-path="/en/j01ru7G7/ad-creative-id-framework-streamline-and-improve-cross-platform-advertising-5a4mQm1kTcj/cart-v2" ></script> </div> </div>  <div class="banner-image-container uk-cover-container uk-height-large"> <img src="https://www.iab.com/wp-content/uploads/2024/10/the-ad-creative-id-framework-acif-streamline-improve-cross-platform-advertising.png" alt="The Ad Creative ID Framework (ACIF): Streamline & Improve Cross-Platform Advertising" class="banner-image" style="object-fit: cover; height: 100%; "> </div>   <div class="uk-hidden@s mobile-toc"> <div class="article-index" id="article-index-id"><ul class="agenda-speaker-name-text"></ul></div> </div>    <div class="uk-container-xlarge event__body" id="iab-event-modules"> <div>   <div class="module-event-body uk-padding-large uk-padding-remove-top uk-padding-remove-bottom uk-grid"> <div class="uk-width-1-3 uk-width-1-4@l uk-visible@s">   <div class="desktop-toc article-index uk-flex-auto" id="article-index-id"><ul class="toc-ul"></ul></div> </div>  <div class=" uk-width-expand "> <h3 class="toc uk-hidden">Overview</h3> <span class="description-full"> <p>In today鈥檚 fragmented digital advertising landscape, tracking ad creatives consistently and accurately across platforms is a major challenge, especially in the complex environment of digital advertising. The Ad Creative ID Framework (ACIF) streamlines this process by simplifying the identification and management of ad creatives.</p> <p>Join IAB and IAB Tech Lab in this webinar as we share the benefits of using ACIF for frequency capping and management, creative separation for brands, cross-platform campaign measurement, campaign reconciliation and improved campaign ROI by mitigating spend waste.</p> <p>Don鈥檛 miss your chance to contribute to a more cohesive and reliable digital advertising ecosystem!</p> </span> </div> </div>  <div class="uk-background-secondary" id="speakers"> <div class="module-featured-members uk-padding-large"> <div class="uk-flex uk-flex-column uk-flex-left"> <h3 class="toc" style="position: absolute; left: -99999px">Speakers</h3> <h3 class="module-subtitle">Speakers</h3> <div class="members-container"> <div class="member-card-container uk-flex uk-flex-wrap uk-flex-wrap-around uk-flex-left"> <div class="module-featured-members__container uk-flex uk-position-relative"> <div class="member-card uk-padding"> <div class="member-avatar uk-text-center"> <img class="uk-border-circle" alt="Karen Chan" src="https://www.iab.com/wp-content/uploads/2024/08/karen-chan-scaled-e1724693457229-500x500.jpg" /> </div> <div class="member-info uk-text-center"> <div class="member-name module-body-highlight bold"> Karen Chan </div> <div class="member-job-info uk-margin-small-bottom uk-text-meta"> <div class="uk-visible@m">Group Director, Investment Innovation and Marketing</div> <div class="uk-visible@m">GroupM</div> <div class="uk-hidden@m">GroupM - Group Director, Investment Innovation and Marketing</div> </div> </div> <a class="module-featured-members__bio-open uk-button uk-button-default uk-margin-small uk-width-expand" href="#" hidden> View bio </a> </div> <div class=" module-featured-members__overlay uk-position-absolute uk-width-expand uk-height-1-1 uk-flex uk-flex-row" style="display: none"> <div class="uk-width-expand uk-flex uk-flex-row module-featured-members__overlay-content-mobile"> <div class=" uk-flex uk-flex-center uk-width-1-3 module-featured-members__overlay-pic"> <div class="member-card uk-padding uk-width-expand"> <div class="member-avatar uk-text-center"> <img class="uk-border-circle" alt="Karen Chan" src="https://www.iab.com/wp-content/uploads/2024/08/karen-chan-scaled-e1724693457229-500x500.jpg" /> </div> <div class="module-featured-members__overlay-separator-mobile"></div> <div class="member-info uk-text-center uk-width-1-1"> <div class="member-name module-body-highlight bold"> Karen Chan </div> <div class="member-job-info uk-text-meta"> <div class="uk-visible@m">Group Director, Investment Innovation and Marketing</div> <div class="uk-visible@m">GroupM</div> <div class="uk-hidden@m">GroupM - Group Director, Investment Innovation and Marketing</div> </div> <div class="uk-margin-small-top uk-hidden@m"> <a class="module-featured-members__bio-close uk-button uk-button-default" href="#"> Close bio </a> </div> </div> </div> </div> <div class="uk-height-1-1 uk-flex uk-flex-middle uk-visible@m"><div class="module-featured-members__overlay-separator"></div></div> <div class=" uk-width-2-3 module-featured-members__overlay-bio-container"> <div class=" uk-height-1-1 module-featured-members__bio uk-flex uk-flex-column uk-padding-small"> <div class="uk-text-right uk-visible@m"> <a class="module-featured-members__bio-times" href="#" aria-label="Close" title="Close"> <i class="fa fa-times" aria-hidden="true"></i> </a> </div> <div class="module-featured-members__bio-desc uk-margin-auto-top uk-padding"> <p>Karen Chan is the Group Director of Investment Innovation and Marketing at GroupM, where she promotes a holistic and cross-functional approach to the evolution of media.<br /> <br /> She creates innovative ideas and processes including continuous play and measurement advancements, manages media, tech, data, and platform partnerships, and champions internal communications, partner marketing, and events across GroupM. She most recently co-created GroupM鈥檚 Ad Innovation Accelerator, which fuses the industry鈥檚 leading media and technology organizations to power advertising experiences of the future.<br /> <br /> Karen previously worked at VIZIO, MediaMath, Tremor Video, and SHE Media (Penske Media Group).<br /> <br /> She is an active member of GroupM’s AAPI ERG and industry groups including the IAB Video Leadership Board and IAB Tech Lab’s Advanced TV Committee. Karen is also a trusted mentor to industry up-and-comers. Her contributions have been recognized with honors such as Adweek Media All-Stars 2023, Broadcasting + Cable鈥檚 NYC TV Week 40 Under 40, FierceVideo’s 2022 Emerging Leaders, and Cynopsis’ Top Women in Tech in 2020. </p> </div> <div class="uk-margin-auto-top uk-visible@m uk-padding"> <a class="module-featured-members__bio-close uk-button uk-button-default" href="#"> Close bio </a> </div> </div> </div> </div> </div> <div class="member-card uk-padding"> <div class="member-avatar uk-text-center"> <img class="uk-border-circle" alt="Cintia Gabilan" src="https://www.iab.com/wp-content/uploads/2024/04/cintia-gabilan-3-e1720621601897-500x500.jpg" /> </div> <div class="member-info uk-text-center"> <div class="member-name module-body-highlight bold"> Cintia Gabilan </div> <div class="member-job-info uk-margin-small-bottom uk-text-meta"> <div class="uk-visible@m">Vice President, Media Center</div> <div class="uk-visible@m">IAB</div> <div class="uk-hidden@m">IAB - Vice President, Media Center</div> </div> </div> <a class="module-featured-members__bio-open uk-button uk-button-default uk-margin-small uk-width-expand" href="#" hidden> View bio </a> </div> <div class=" module-featured-members__overlay uk-position-absolute uk-width-expand uk-height-1-1 uk-flex uk-flex-row" style="display: none"> <div class="uk-width-expand uk-flex uk-flex-row module-featured-members__overlay-content-mobile"> <div class=" uk-flex uk-flex-center uk-width-1-3 module-featured-members__overlay-pic"> <div class="member-card uk-padding uk-width-expand"> <div class="member-avatar uk-text-center"> <img class="uk-border-circle" alt="Cintia Gabilan" src="https://www.iab.com/wp-content/uploads/2024/04/cintia-gabilan-3-e1720621601897-500x500.jpg" /> </div> <div class="module-featured-members__overlay-separator-mobile"></div> <div class="member-info uk-text-center uk-width-1-1"> <div class="member-name module-body-highlight bold"> Cintia Gabilan </div> <div class="member-job-info uk-text-meta"> <div class="uk-visible@m">Vice President, Media Center</div> <div class="uk-visible@m">IAB</div> <div class="uk-hidden@m">IAB - Vice President, Media Center</div> </div> <div class="uk-margin-small-top uk-hidden@m"> <a class="module-featured-members__bio-close uk-button uk-button-default" href="#"> Close bio </a> </div> </div> </div> </div> <div class="uk-height-1-1 uk-flex uk-flex-middle uk-visible@m"><div class="module-featured-members__overlay-separator"></div></div> <div class=" uk-width-2-3 module-featured-members__overlay-bio-container"> <div class=" uk-height-1-1 module-featured-members__bio uk-flex uk-flex-column uk-padding-small"> <div class="uk-text-right uk-visible@m"> <a class="module-featured-members__bio-times" href="#" aria-label="Close" title="Close"> <i class="fa fa-times" aria-hidden="true"></i> </a> </div> <div class="module-featured-members__bio-desc uk-margin-auto-top uk-padding"> <p>Before joining the IAB, Cintia Gabilan had experience working across global ad agencies (Wunderman Thompson and Dentsu), CPG (Unilever), and tech companies (Facebook and Amazon). She has global experience driving growth by overseeing marketing, communications, and sales strategy. With a Master鈥檚 in Business, she most recently built many strategic and significant marketing programs at Amazon Ads, such as their Customer Advisory Boards, Analysts Relations, Competitive Intelligence program, and more. You can find her exploring nature, playing sports, and baking with her husband and daughter in her free time.</p> </div> <div class="uk-margin-auto-top uk-visible@m uk-padding"> <a class="module-featured-members__bio-close uk-button uk-button-default" href="#"> Close bio </a> </div> </div> </div> </div> </div> <div class="member-card uk-padding"> <div class="member-avatar uk-text-center"> <img class="uk-border-circle" alt="Katie Stroud" src="https://www.iab.com/wp-content/uploads/2021/10/katie-stroud-2-e1633462578140-500x500.png" /> </div> <div class="member-info uk-text-center"> <div class="member-name module-body-highlight bold"> Katie Stroud </div> <div class="member-job-info uk-margin-small-bottom uk-text-meta"> <div class="uk-visible@m">Senior Product Manager</div> <div class="uk-visible@m">IAB Tech Lab</div> <div class="uk-hidden@m">IAB Tech Lab - Senior Product Manager</div> </div> </div> <a class="module-featured-members__bio-open uk-button uk-button-default uk-margin-small uk-width-expand" href="#" hidden> View bio </a> </div> <div class=" module-featured-members__overlay uk-position-absolute uk-width-expand uk-height-1-1 uk-flex uk-flex-row" style="display: none"> <div class="uk-width-expand uk-flex uk-flex-row module-featured-members__overlay-content-mobile"> <div class=" uk-flex uk-flex-center uk-width-1-3 module-featured-members__overlay-pic"> <div class="member-card uk-padding uk-width-expand"> <div class="member-avatar uk-text-center"> <img class="uk-border-circle" alt="Katie Stroud" src="https://www.iab.com/wp-content/uploads/2021/10/katie-stroud-2-e1633462578140-500x500.png" /> </div> <div class="module-featured-members__overlay-separator-mobile"></div> <div class="member-info uk-text-center uk-width-1-1"> <div class="member-name module-body-highlight bold"> Katie Stroud </div> <div class="member-job-info uk-text-meta"> <div class="uk-visible@m">Senior Product Manager</div> <div class="uk-visible@m">IAB Tech Lab</div> <div class="uk-hidden@m">IAB Tech Lab - Senior Product Manager</div> </div> <div class="uk-margin-small-top uk-hidden@m"> <a class="module-featured-members__bio-close uk-button uk-button-default" href="#"> Close bio </a> </div> </div> </div> </div> <div class="uk-height-1-1 uk-flex uk-flex-middle uk-visible@m"><div class="module-featured-members__overlay-separator"></div></div> <div class=" uk-width-2-3 module-featured-members__overlay-bio-container"> <div class=" uk-height-1-1 module-featured-members__bio uk-flex uk-flex-column uk-padding-small"> <div class="uk-text-right uk-visible@m"> <a class="module-featured-members__bio-times" href="#" aria-label="Close" title="Close"> <i class="fa fa-times" aria-hidden="true"></i> </a> </div> <div class="module-featured-members__bio-desc uk-margin-auto-top uk-padding"> <p>Katie Stroud is Senior Product Manager with IAB Tech Lab, currently managing products for improving ad experiences in ad tech. Katie has been working with IAB since 2011 on products for video, creative formatting, ad delivery, and rich media interactions in video and display. Nearly native to the Pacific Northwest, Katie enjoys the rain, long bike rides (sometimes at the same time), and finding ways to improve ad experiences for brands, publishers, and consumers.</p> </div> <div class="uk-margin-auto-top uk-visible@m uk-padding"> <a class="module-featured-members__bio-close uk-button uk-button-default" href="#"> Close bio </a> </div> </div> </div> </div> </div> <div class="member-card uk-padding"> <div class="member-avatar uk-text-center"> <img class="uk-border-circle" alt="Jarred Wilichinsky" src="https://www.iab.com/wp-content/uploads/2014/10/jarred-wilichinsky-2-500x500.jpg" /> </div> <div class="member-info uk-text-center"> <div class="member-name module-body-highlight bold"> Jarred Wilichinsky </div> <div class="member-job-info uk-margin-small-bottom uk-text-meta"> <div class="uk-visible@m">Senior Vice President, Ad Operations</div> <div class="uk-visible@m">Paramount</div> <div class="uk-hidden@m">Paramount - Senior Vice President, Ad Operations</div> </div> </div> <a class="module-featured-members__bio-open uk-button uk-button-default uk-margin-small uk-width-expand" href="#" hidden> View bio </a> </div> <div class=" module-featured-members__overlay uk-position-absolute uk-width-expand uk-height-1-1 uk-flex uk-flex-row" style="display: none"> <div class="uk-width-expand uk-flex uk-flex-row module-featured-members__overlay-content-mobile"> <div class=" uk-flex uk-flex-center uk-width-1-3 module-featured-members__overlay-pic"> <div class="member-card uk-padding uk-width-expand"> <div class="member-avatar uk-text-center"> <img class="uk-border-circle" alt="Jarred Wilichinsky" src="https://www.iab.com/wp-content/uploads/2014/10/jarred-wilichinsky-2-500x500.jpg" /> </div> <div class="module-featured-members__overlay-separator-mobile"></div> <div class="member-info uk-text-center uk-width-1-1"> <div class="member-name module-body-highlight bold"> Jarred Wilichinsky </div> <div class="member-job-info uk-text-meta"> <div class="uk-visible@m">Senior Vice President, Ad Operations</div> <div class="uk-visible@m">Paramount</div> <div class="uk-hidden@m">Paramount - Senior Vice President, Ad Operations</div> </div> <div class="uk-margin-small-top uk-hidden@m"> <a class="module-featured-members__bio-close uk-button uk-button-default" href="#"> Close bio </a> </div> </div> </div> </div> <div class="uk-height-1-1 uk-flex uk-flex-middle uk-visible@m"><div class="module-featured-members__overlay-separator"></div></div> <div class=" uk-width-2-3 module-featured-members__overlay-bio-container"> <div class=" uk-height-1-1 module-featured-members__bio uk-flex uk-flex-column uk-padding-small"> <div class="uk-text-right uk-visible@m"> <a class="module-featured-members__bio-times" href="#" aria-label="Close" title="Close"> <i class="fa fa-times" aria-hidden="true"></i> </a> </div> <div class="module-featured-members__bio-desc uk-margin-auto-top uk-padding"> <p>As Senior Vice President of Global Digital Ad Operations, Jarred is responsible for maximizing the monetization of video advertising inventory across Paramounts digital executions and ensuring the best possible user experience. Jarred works close with sales and distribution leadership to drive forward sales strategy and optimize inventory, pricing and campaign execution. Since 2006 Jarred has focused on video ad strategy and execution across CBS Interactive, ViacomCBS, and Paramount. </p> </div> <div class="uk-margin-auto-top uk-visible@m uk-padding"> <a class="module-featured-members__bio-close uk-button uk-button-default" href="#"> Close bio </a> </div> </div> </div> </div> </div> <div class=" module-featured-members__overlay-dark uk-position-absolute uk-width-expand uk-height-1-1 uk-flex uk-flex-row" style="display:none;"> </div> </div> </div> </div> </div> </div> </div> </div> </div>   <div class="uk-container-xlarge uk-background-secondary uk-visible@s uk-margin-large-top"> <div class="module-related uk-background-secondary uk-padding-large"> <h2 class="module-subtitle">Related Content</h2> <div class="article-list"> <div class="uk-grid uk-child-width-expand" uk-grid> <div class="uk-width-1-4@l uk-width-1-2 uk-visible@s"> <div class="uk-card uk-card-default results-card"> <a class="uk-link-reset" href="https://www.iab.com/events/2025-iab-connected-commerce-summit-2/" aria-label="2025 IAB Connected Commerce Summit" title="2025 IAB Connected Commerce Summit"> <div class="uk-card-media-top results-card-image" style="background-image: url(https://www.iab.com/wp-content/uploads/2023/11/2024-iab-connected-commerce-summit-6.jpg); 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