Banner ad standards go by wayside?

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In the months since two ad industry groups devised a set of banner ad guidelines, the total number of banner ad sizes on the Net has actually grown. According to figures from Focalink Communications cited by keynote speaker Michael Tchong at the Web Advertising 97 conference, several dozen additional new banner sizes have appeared in the past six months.

The Internet Advertising Bureau and the Coalition for Advertising Supported Information and Entertainment jointly issued a set of nine banner ad sizes that they recommended sites and marketers adhere to. The guidelines were intended to make it easier for marketers to advertise on the Web. Changing ad sizes to fit the needs of different sites is counter-productive, marketers said. Several large sites, including Lycos, have publicly supported the IAB/CASIE standards.

Copyright April 1997, Crain Communications Inc.

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