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IAB greenlights testing of 5 mobile ad concepts

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Miami Beach, Fla.—The Interactive Advertising Bureau has selected five mobile ad concepts to test for possible inclusion in its Standard Ad Unit Portfolio. The IAB announced the five Mobile Rising Stars Monday at its Annual Leadership Meeting here. They were selected from a pool of more than 60 entries submitted by more than three dozen companies. The proposed formats will be tested to ensure they work across all major mobile platforms. The IAB's Standard Ad Unit Portfolio currently includes no mobile formats. “The buy side really needs these units and sees a value in them,” said Peter Minnium, head of brand initiatives at the IAB. Additional information about the five proposed formats—filmstrip, slider, adhesion banner, full page and push—can be found at www.iab.net/risingstarsmobile.
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