Deciding which size ad to run on the internet can be confusing.  300 x 250, 728 x 90, 468 x 60… does size matter more than placement?  It’s especially difficult in the mobile space and, quite frankly, the industry standards haven’t kept up with the way people are consuming content (mainly mobile).

iab-logoSo the Interactive Advertising Bureau (IAB) wants to redefine internet ad sizes based on advertiser needs to reach consumers across multiple screens.  IAB is a trade group made up of 650 media and tech companies that are involved in ad creation and delivery.  It helps to set best practices for the industry.

It’s released a complete overhaul of the “IAB Standard Ad Unit Portfolio” for public comment, embracing brands’ growing need to reach consumers across multiple screens at scale, with ad units that integrate aspect ratio–based flexible ad sizes.

These allow for creative to adjust to a variety of screen sizes and resolution capabilities. The portfolio incorporates the LEAN Principles of lightweight, encrypted, AdChoices supported, and non-invasive advertising within all of its display, mobile, video, and native ad formats. Each of the specs is based on HTML5 technology and informed by industry surveys, user research, and testing.

“It is imperative that we create new de facto standards that put user experience, control, and cross-device behaviors first – and this new portfolio delivers. Its flexible ad units will allow for creative to scale to different sizes without losing any of its original messaging and impact. In addition, by incorporating the tenets of LEAN into the portfolio, consumer experience on ad-supported sites will greatly improve. Brands are sure to reap the benefits.” – Randall Rothenberg, President and CEO, IAB.

The revised portfolio also introduces guidelines for new content experiences like virtual reality and 360-degree video ads, as well as digital advertising that uses emojis, stickers, and more.

“This new portfolio reflects the diverse ways that digital is being enjoyed by consumers, whether on websites, in mobile apps, through social media platforms, or elsewhere,” said Alanna Gombert, Senior Vice President, Technology and Ad Operations, IAB, and General Manager, IAB Tech Lab. “Besides offering a beautiful, responsive ‘consumer first’ ad experience, it brings emerging ad formats to the forefront, from marketing within virtual reality content to using emojis to share a brand message. All in all, this rethinking of the IAB Standard Ad Unit Portfolio will set the stage for marketers, agencies, and creatives to approach the future with the utmost confidence in digital’s ability to effectively reach and captivate audiences.”

The public comment period will run through November 28, 2016.