With the growing importance of digital accessibility and new legal requirements for compliance with the WCAG 2.1 (Web Content Accessibility Guidelines), advertisers are also addressing this topic. A customer may request that an alt text be provided for their ad material. To simplify implementation for banner-type ads, we have created the corresponding fields for you.
What does this mean for you as an AdServer user?
If one of your clients delivers a banner along with alt text and a title attribute, the background is as follows:
1. Alt text (alternative text description)
- Displayed when the image cannot be loaded.
- Read aloud by screen readers.
- Must describe the essential content and function of the image briefly and precisely.
- Example for an ad banner showing a product:
Alt="New wireless noise-cancelling headphones"
2. Title attribute (image title)
- Provides contextual information to supplement the alt text.
- Displayed as a tooltip on mouseover.
- Not used by screen readers but can enhance user experience.
- Example:
title="Get it now at an introductory price – only until June 30!"
Why is this important?
- Compliance with WCAG is now legally required in many regions (e.g., EU, USA). Please check internally whether this applies to your advertising offering.
- Violations may lead to legal consequences.
- Accessible advertising is more inclusive, improves user experience, and increases reach.
What should you do if the regulation applies in your case?
- Check whether an alt text is provided for each ad.
- Optionally add the image title for additional context.
- Use meaningful, relevant text – not generic placeholders like "Image1" or "Graphic".
Note for developers and agencies: Our AdServer interface supports easy input of alt and title attributes for the ad format: Banner. For other formats such as HTML5 and redirects, this information should be included directly with the ad.
3. Adding Alt Text
For banner ads you create in your AdServer, you will find the fields Alt Text and Title under the “Other” tab.
Note: Please coordinate the alt texts and titles with your clients and do not independently invent formulations. As always, your client will provide the necessary information if this is required.