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IAB ADOPTS NEW AD SIZE FORMATS

'Universal Ad Package' Includes Four Larger Ad Sizes

By Published on .

NEW YORK (AdAge.com) -- The Interactive Advertising Bureau today announced it has formally adopted the Universal Ad Package, a suite of four online ad sizes designed to make it easier for advertisers and publishers to plan and buy interactive media.

The move follows the IAB's recommendations,

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made last December, that the industry use the following large ad units: 728 x 90 pixel "leader board," which runs across the top of a page like a giant banner; the 160 x 600 pixel skyscraper that runs vertically on the side of a page; and the 300 x 250 pixel and 180 x 150 pixel rectangular formats.

Web sites offering ad sizes in the Universal Ad Package can be identified with a new "UAP Compliance Seal." The American Association of Advertising Agencies has endorsed the formats.

Publishers planning to be compliant within the next year to 18 months include: AOL Time Warner's America Online, CNET Networks, Conde Nast Publication's CondeNet, Forbes.com, iVillage, Microsoft Corp.'s MSN and Yahoo!

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