IAB Canada Launches Universal Ad Package

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The IAB of Canada has just released version 2.0 of its Canadian Universal Ad Package (CUAP). The CUAP 2.0 standards reflect the increase in broadband connectivity, and apply to rich media advertising, where ads float, expand, feature product animations, sound, video, and even integrated games.

“Version 1.0 of the IAB’s Canadian Universal Ad Package removed substantial roadblocks to using the Internet as a marketing tool, by promoting a set of three, larger-sized Online ad units (leaderboard, skyscraper and big box formats), that could be produced once and served across almost all Canadian Websites,” said Frank Duyvelshoff, head of the IAB’s CUAP Committee in a statement.

“Version 2.0 of the CUAP goes a step further, by allowing advertisers to showcase their brands on the larger canvases that the expanding, floating and between-page ads allow,” added CUAP Committee Agency representative Peter Vaz. According to marketing research company Dynamic Logic, customers identify twice as readily with interactive rich media ads as they do with static banner images.

CUAP 2.0 only applies to rich media advertisers, but the next version of the CUAP, expected to be completed later this year, will add standards for online video. Complete CUAP specs can be downloaded from the IAB Canada web site.

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