IAB Innovation Days: Major brands adopt new IAB ad units

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New York—Thirty-six major advertisers—including such companies as General Motors Corp., Home Depot, Procter & Gamble Co. and Unilever—have implemented one or more of the new IAB Rising Stars ad units being promoted by the Interactive Advertising Bureau to better present creative, dynamic content online. These cutting-edge ad units also have gained traction in the ad sales community, the association announced at its IAB Innovation Days conference today in Manhattan. Such publishers as AOL Inc., CBS Interactive, Hearst Corp. and Ziff-Davis have made them available on their sites, according to Randall Rothenberg, president-CEO of IAB. The Rising Star ad formats, introduced in February, break away from standard digital formats (banner, skyscraper, square button, etc.), and feature rich media, interactivity and social features.
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