IAB issues pop-up guidelines

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New York--In an effort to improve the online ad marketplace, the Interactive Advertising Bureau has issued voluntary guidelines for the use of pop-up and pop-under ad formats.

The IAB has posted the guidelines on its Web site, at, and is now seeking comment from advertisers, agencies, publishers and technology vendors.

Greg Stuart, CEO of the IAB, said the guidelines are intended to promote more responsible use of the medium and enhance the online experience for Internet users.

The guidelines define ad formats, file sizes, user initiation and frequency of pop-up and pop-under ads.

Following a two-month comment period, the guidelines will be reviewed and finalized by the IAB’s Pop-Up Task Force.

--Kate Maddox

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