IAB New Standard Ad Unit Portfolio


Executive Summary: This document, providing the guidelines for the IAB New Standard Ad Unit Portfolio, has been developed by the IAB Tech Lab Flex Ads Committee after review of all feedback received on the draft for public comment document published in September 2016.

For the full report click here and here.

These guidelines 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 display ads, native ads, and new content experiences like emoji ads, 360-degree image and video ads, virtual reality ads, and augmented reality ads.

The display ad guidelines have been updated to incorporate LEAN principles of lightweight, encrypted, AdChoices supported, and non-invasive advertising, within all of its mobile, display, video, and native ad formats. The new ad units
recognize consumer’s diverse media consumption, especially with touch screen mobile devices, and introduces flexible ad sizing so the ads can adjust to various device screen sizes.

All guidance is based on HTML5 technology and has been derived from industry surveys, user research, and testing, including:

1. Attitudes and Usage Study to determine which of the ad units, in the current portfolio, contribute to the majority of revenue and are sufficient to advertise across multiple screen sizes

2. IAB Ad Blocking Report
3. Comprehensive assessment of minimum file weights required to deliver assets of specific sizes to the user device

4. Transition testing to determine how to create flexible size ad container and serve flexible size ads

5. Coalition for Better Ads Initial Ad Standards, anIAB NEW STANDARD AD UNIT PORTFOLIO


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