IAB New Ad Portfolio

Transition Now to the IAB New Standard Ad Unit Portfolio: Flexible, Cross-Screen & LEAN

Transition Now to the IAB New Standard Ad Unit Portfolio: Flexible, Cross-Screen & LEAN

IAB released the final version of the new IAB Standard Ad Unit Portfolio, featuring ads that allow for creative to adjust to a variety of screen sizes and resolution capabilities. Developed by the IAB Tech Lab, the portfolio’s ad units integrate aspect ratio-based flexible ad sizes, and also incorporate the LEAN Principles of lightweight, encrypted, AdChoices supported, and non-invasive advertising within all of its mobile, display, and native ad formats. This ad portfolio is based on HTML5 technology and also includes guidelines for new digital content experiences such as augmented reality (AR), virtual reality (VR), social media, mobile video, emoji ad messaging, and 360-degree video ads.


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.