Ad Unit Guidelines
The IAB Ad Unit Guidelines are intended for marketers, agencies and media companies for use in the creating, planning, buying and selling of interactive marketing and advertising. The IAB’s Ad Sizes Working Group meets on a bi-annual basis to review proposed new ad units and issue updated voluntary guidelines as appropriate. The process whereby these new units are reviewed and considered can be downloaded here.
These voluntary guidelines provide a framework for advertising inventory and web page design. The goal is to reduce and simplify the amount of work for agencies that may be faced with having to create several assets of a similar size for different publishers, e.g. 300x95, 300x100, 300x105 pixels. The recommended file weights and animation lengths are specifically for animated in-page display ads, typically using an authoring program such as Adobe Flash or appearing as animated GIFs. For creative guidelines for Rich Media ad formats, such as “peelbacks” and “transitionals” (previously referred to as “over-the-page” units), please see the IAB Rich Media Guidelines.
You are encouraged to examine the standardized units and consider them for inclusion into your product offerings.
Agencies & Advertisers
As you expand and utilize greater creativity in your interactive messaging, these Guidelines suggest various units that are being introduced or offered by various publishers. Please consult your partners to understand their full creative specifications.
We also encourage agencies to use the IAB Creative Spec Database as a simple, easy-to-use centralized source of interactive advertising creative specifications.
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