IAB shoots for collaboration in creative ad units

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mediablend2.jpgADOTAS — Revising standard online advertising units has been a major topic as the traditional digital formats have faltered.

The Online Publishers Association  came out with its own initiative: fixed Panel, which looks naturally embedded into the page layout and scrolls to the top and bottom of the page as a user scrolls, the XXL Box, which has page-turn functionality with video capability, and the Pushdown, which opens to display the advertisement and then rolls up to the top of the page. Publishers want to be able to ffer at least one of the three advertising units by July 1.

But I’ve heard concerns from those who deal with the backend of operations about the format and the likelyhood that advertisers would even want to use these new offerings. The Interactive Advertising Bureau apears to have taken a different and more collaborative direction.

It kicked off its first meeting last week of a task force that will develop a comprehensive roadmap for the next stages in the evolution of interactive advertising to ensure that ad formats meet the growing business and creative needs of advertisers, agencies and publishers. The awkwardly named Re-Imagining Interactive Advertising Task Force brings together top online publishers, media agencies and creative officers from the nation’s leading advertising agencies.

“We believe we can make interactive advertising far more hospitable to the craft and practice of persuasion by putting creativity front and center in the development of advertising standards,” Randall Rothenberg, President and CEO of the IAB, said in a statement. “By bringing creative agency leaders into the discussion of the standards, we highlight our industry-wide mission to showcase brands and engaging consumers in meaningful ways.”

Kate Kayes, of Clickz, also noted that the IAB published its Impression Exchange Solution document, devised by its Ad Ops Council to reduce discrepancies in ad management data used by publishers and third-party ad servers.

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