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IAB releases revised ad unit, rich media guidelines

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New York—The Interactive Advertising Bureau Tuesday released its Revised Ad Unit and Rich Media Creative Guidelines. Providing the industry with a common set of creative specifications, according to the IAB, will help simplify the online ad buying process.

The guidelines include standard ad formats and sizes for banners and buttons as well as transitional and various over-the-page units such as floating ads, page takeovers and tear-backs. They also define rich media as separate from basic animated ads by requiring interaction aside from the ability to click through.

“Publisher compliance with the IAB guidelines sends a clear signal to marketers that the industry is continuing to simplify the ad-buying process,” said Randall Rothenberg, IAB president-CEO, in a statement.

Separately, the IAB launched a compliance program for interactive publishers that adhere to the Rich Media Creative requirements. Publishers may display an IAB Rich Media Creative Compliance Seal on their Web sites and will also be listed on the IAB’s Web site. To date, 32 companies are compliant with the guidelines.

—Carol Krol

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