IAB releases ad format guidelines

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New York—The Interactive Advertising Bureau issued guidelines for rich media ad units and pop-up ads at the Interactive Advertising World Conference and Expo.

The rich media guidelines, issued by IAB and its Rich Media Task Force, set standards for expandable ads, floating ads, between-page ads and in-stream units.

They include the following specifications:

  • All audio must be user-initiated, with the exception of ads that run in a context in which the user has already accepted audio (for example, an ad that runs during a user-initiated movie trailer containing audio).
  • All ads must offer a "close box" or "skip-ad" button.
  • Animation length for in-page, expandable and over-the-page ads is 15 seconds.
  • Animation length for between-page and in-stream ads is 15 or 30 seconds.

The pop-up guidelines recommend sizes, frequency and labeling for pop-up and pop-under ads.

The full guidelines are available at

—Kate Maddox

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