IAB New Ad Portfolio

Transition Now to the IAB New Standard Ad Unit Portfolio: Lightweight, Cross-Screen, and Flexible size ads that implement LEAN principles

Transition Now to the IAB New Standard Ad Unit Portfolio: Lightweight, Cross-Screen, and Flexible size ads that implement LEAN principles

The New Ad Portfolio guidelines developed by the IAB Tech Lab Ad Portfolio Working Group are comprehensive recommendations of advertising experiences across diverse digital landscape including websites, mobile apps, social media, communication, and messaging experiences as well as new digital experiences like virtual reality and augmented reality.

The IAB New Standard Ad Unit Portfolio (“IAB New Ad Portfolio”) is comprised of:

  1. Display ads
  2. Native ads
  3. New media experiences like Emoji ads, 360-degree image and video ads, Virtual reality ads and Augmented reality ads

It emphasizes on better user experience, faster load performance and non disruptive ad content based on the following principles:

  1. Respect: A consumer’s primary objective is consuming publisher content
  2. Control: A consumer has control over his/her advertising experience
  3. Choice: A consumer decides what content he/she wants to experience and for how long

The IAB New Ad Portfolio replaces all the previous creative display guidelines for mobile and desktop – including the Universal Ad Package (UAP), rich media units, and other ad units’ related guidance. Streamline design and cross-screen production in this mobile world: Start transitioning your creative and ad placements to the new flexible ad units! 

The new ad units are based on aspect ratio and size range rather than fixed pixel sizes. Flexible sized ad units allow for ad delivery across multiple screen sizes and integration with responsive website design. The creative design can scale to different screen sizes.

Our working group has prepared these final portfolio guidelines along with some transition guidance and frequently asked questions, based on all the feedback received on the draft of the technical specifications and some extensive testing.