IAB revises Standard Ad Unit Portfolio

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Miami Beach, Fla.—The Interactive Advertising Bureau rolled out its revised Standard Ad Unit Portfolio Sunday on the opening day of its Annual Leadership Meeting here. The IAB created the portfolio in 1996 and gave it its last major upgrade in 2003. The newest revision was two years in the making as the IAB enlisted the help of agencies and publishers to develop larger, more scalable digital ad formats. “Consumers have fallen prey to what is called 'banner blindness,' ” said Randall Rothenberg, IAB president-CEO. The six new units that have been added to the portfolio will enable marketers to tell “bigger, bolder brand stories,” he said. “The highest aspiration of agencies, on behalf of their clients, is to use the full canvas of the medium,” Rothenberg said. Research on the six new units, collectively dubbed the “Rising Stars,” found that users were 2.5 times more likely to interact with one of them than with standard digital ad units, such as the leaderboard and medium rectangle. The study was based on an analysis of ads for the AT&T, Jeep and Westin Hotels & Resorts brands. The specifications for the IAB Standard Ad Unit Portfolio formats can be accessed at
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