The Internet Advertising Bureau wants to make digital ads more responsive to the screens they’re served on and easier for agencies to create, so it’s unveiled a complete overhaul of the IAB Standard Ad Unit Portfolio. Now the advertising industry gets to respond to the new global guidance.
“The beloved ad units of yore are now becoming responsive,” is how Alanna Gombert, Senior Vice President, Technology and Ad Operations, IAB, and General Manager, IAB Tech Lab, explains the new portfolio in an interview with Beet.TV at the annual IAB MIXX Conference in Manhattan. “It means basically the units will adapt to the screen they serve on.”
The IAB Tech Lab developed the new guidelines in conjunction with industry working groups. Common fixed ad units like the 300×250 box becomes a 1:1 aspect ratio unit, while the 729×90 leaderboard becomes an 8:1 aspect ratio unit, AdExchanger reports. A benefit to the industry will be that agencies and publishers “can do less work to serve across screens, making budget move more easily,” Gomberg says.
For the time being, IAB is allowing autoplay video along with certain outstream components, but the questions of sizing and autoplay on mobile are works in progress. Read more.
Watch the video interview with Alanna Gombert on Beet.TV