[October 16, 2000] "adXML.org is an international, open standard organization, which is defining an advertising XML schema for both on-line and off-line media. adXML was originally conceived and developed by Mediaplex, Inc. as part of the infrastructure to automate the on-line advertising market. adXML now is being expanded to address all advertising modalities and is gathering industry backing as an open international standard."
[February 24, 2000] adXML.org "is an international, open standards organization, aiming to define an advertising XML schema for both on-line and off-line media."
"adXML is an XML specification of the type of information that is passed between a purchasing and selling agent of advertising inventory. adXML addresses both the worlds of online and off-line (e.g., print, magazines, TV) advertising. In the online world, an Internet publisher that has banner ad inventory to sell could receive an adXML document via E-mail, FTP, or HTTP rather than via FAX in various formats. The adXML document provides the publisher with all the information required to get the banner ad up and running. In fact, that publisher could use other Internet technology to completely automate the processing of adXML documents."
From the adXML FAQ document:
What is adXML? adXML is an XML specification of the type of information that is passed between a purchasing and selling agent of advertising inventory. adXML addresses both the worlds of online and off-line (e.g., print, magazines, TV) advertising.
How is adXML used and by whom? In the online world, an Internet publisher that has banner ad inventory to sell could receive an adXML document via E-mail, FTP, or HTTP rather than via FAX in various formats. The adXML document provides the publisher with all the information required to get the banner ad up and running. In fact, that publisher could use other Internet technology to completely automate the processing of adXML documents. [Please refer to the "endorsements" to see a partial list of adXML enabled systems.]
What are the benefits of this new standard? This standard supports the use of the Internet to communicate between systems and people an agreement on how advertising inventory will be used. Thus it can result in cost and time saving due to automation.
References:
OASIS Mailing lists: adxml-discuss and adxml. References also to SPACE XML. See the excerpts.
[October 16, 2000] adXML DTD Version 1.00. September 15, 2000. See also the changes from adXML DTD version 0.98a to 1.00, and the download page. The version 1.0 DTD is available as a single file or as a "set of modularized DTD files that make up the whole DTD specification. Common objects have been factored out from the original DTD file so that they can be shared by modules for all advertising domains, such as on-line, TV, radio, print, etc." [cache]
[October 25, 2000] "adXML.org Announces Release of adXML online DTD Version 1.0. Improved Version Furthers Organization's Goals of Automating Business Processes and Opening the Door To New Opportunities For The Advertising Community." - "The international open standards industry group, adXML.org, today announced the release of adXML online DTD version 1.0. The new version is the result of a collaborated effort of the 350 companies and 500 individuals that are a part of adXML.org. 'The adXML online DTD version 1.00 represents a significant milestone achieved by the adXML.org and its member companies. For the first time in history, businesses can streamline the advertising insertion order process across company boundaries electronically, securely, and cost-effectively, and be able to significantly reduce errors and increase efficiency,' said Barclay R. Jiang, co-chair of adXML.org online subcommittee. 'This enabling technology will have a profound impact on the entire advertising industry for years to come.' The new version of the adXML standard includes a number of exciting changes including: self-contained transport packaging, an extension for secure digital signatures, object-oriented modularity, and a streamlined creative construct to support creative data, image maps and 3rd party ad serving. The new version can be downloaded at www.adXML.org. As an added benefit to this community, a 100% Java implementation of an adXML development kit can be downloaded for free at www.adXML.org, courtesy of Mediaplex, Inc. adXML.org is an international, open standard organization, which is defining an advertising XML schema for both on-line and off-line media. adXML was initiated by Mediaplex, Inc. as part of the infrastructure to automate the online advertising market.'
[January 24, 2001] See also: BannerML announcement: Cogitum LC "announced today the pre-release of BannerML, a new language for creating user-friendly descriptions of products advertised in Internet banners. BannerML would allow advertisers to attach additional text information to banners. It is targeted to the end-user, and it describes recommended fields (tags) of information about the advertised product. Text marked using BannerML would be delivered directly to the user's computer without any serious changes in current banner delivery technology. BannerML is based on the XML format, so it is similar to many industries' mark-up languages. However, it is not intended for marking up banners, per se, but rather for marking up new text information associated with a banner..."
[May 09, 2000] "adXML.org Goes Live with XML Schema for B2B Advertising Data Exchange. Global Open Standards Organization Announces First Digital Transmission of Advertising Insertion Order." - "Achieving a 'Kitty Hawk' milestone for the digital advertising world, adXML.org today announced the successful transmittal of the first live digital insertion order "written" in the adXML vocabulary. Having launched its first beta in February of this year, adXML.org is this week proposing a 1.0 release of the online DTD (Document Type Definition) section of the adXML specification. adXML.org's end-of-year goal is to include all media types in its final release. The first digital insertion order was transmitted by Mediaplex, Inc., a leading advertising technology company and lead sponsor of adXML.org, and received on the publisher side by L90, Inc., a leading provider of online advertising and direct marketing solutions for advertisers and Web publishers and an adXML.org Online subcommittee member. Utilizing the adXML vocabulary, the order described all data specifications for the placement of an online campaign for a prestigious automobile advertiser. Mediaplex performed the campaign planning, buying and ad-serving functions on behalf of its client, Critical Mass, an interactive advertising agency. adXML.org was launched in December 1999 as a vendor-independent initiative to develop business practices and infrastructure standards for the full automation of the exchange of commerce and content data among all sectors of the advertising industry. Now composed of more than 140 participating companies, adXML.org has defined nine subcommittees representing traditional media including print, TV, radio and outdoor, as well as new media including online, e-mail, set-top box/broadband and the wireless market. adXML.org is an international, open standards organization, established to define an advertising XML schema for both online and offline media. adXML.org was originally conceived and developed by Mediaplex, Inc. as part of the infrastructure for automation of the online advertising market. adXML is now being expanded to address all advertising modalities and is rapidly gathering industry backing as an open international standard. XML is a metalanguage, providing self-describing information. It has been called a system for defining other languages. adXML is designed to describe the way advertising data is formatted and exchanged between agencies, advertisers and publishers over the Internet."
[February 23, 2000] "MediaPlex Reports Open Exchange Progress. Mediaplex, Inc. Reports Rapid Progress in Development of B2B Open Exchange for the Advertising Industry. Industry Colleagues and Competitors Collaborate on adXML.org's First Beta Test of XML Schema for Automation of Advertising Data." - "Mediaplex, Inc., a leading advertising technology company, today reported that the open standards initiative, adXML.org, launched in December 1999, has achieved an earlier-than-anticipated milestone with the upcoming launch of its first beta test. This initial release was designed by Mediaplex and subsequently enhanced by adXML.org's nine subcommittees, represented by 46 participating companies from a wide range of industry sectors. Established as a vendor-neutral global organization, the mission of adXML.org is to define and advance a common XML-based vocabulary for automating the buy/sell transactions of the advertising industry. Subcommittees have been defined for both traditional and new media as well as digital asset management software. Subcommittees for traditional media include print, TV, radio and outdoor; subcommittees for new media include online, e-mail, set-top box/broadband and the virtually untapped wireless market. The self-describing adXML is a common language that describes data structures and types for cross-business communication and supply chain management among advertisers, agencies and publishers. The technology initiative offers significant time- and cost-efficiencies by enabling real-time automation of all advertising business transactions, including insertion and change orders, requests for proposals and bids, inventory and rate cards, and even creative content." [local archive copy]
[March 16, 2000] "Movement to Develop XML Standards for Ad Industry Picks Up Steam." By Pamela Parker. In Web Developer News (March 10, 2000). "Have you ever faxed an advertising insertion order or received one in an overnight delivery? If so, it's no surprise. Even though Internet advertising revolves around bits and bytes, the most crucial transactions are still often made on paper. That's why 46 industry people from 29 different companies got together in December to discuss a solution to that problem. These people, who hail from companies like Flycast Communications (FCST), DoubleClick (DCLK), Solbright, OpenGrid, and Winstar Interactive (WCII), established an organization to try to come up with digital standards for exchanging information like ad sizes, numbers of impressions, and types of ads. In recent weeks, the action at adXML.org, so named because the XML language is central to the process, has heated up, as the group gets closer to releasing the beta version of the standard..." [cache]
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