Digital Advertising Guidelines

2017 updates

The new standard ad unit portfolio features ads that allow for creative to adjust to a variety of screen sizes and resolution capabilities. The portfolio’s ad units integrate aspect ratio-based flexible ad sizes, and also incorporate the LEAN Principles of lightweight, encrypted, AdChoices supported, and non-invasive advertising within all of its mobile, display, and native ad formats. This ad portfolio is based on HTML5 technology and also includes guidelines for new digital content experiences such as augmented reality (AR), virtual reality (VR), social media, mobile video, emoji ad messaging, and 360-degree video ads.

The IAB New Ad Portfolio replaces all the previous creative display guidelines for mobile and desktop – including the Universal Ad Package (UAP), rich media units, and other ad units’ related guidance. Streamline design and cross-screen production in this mobile world: Start transitioning your creative and ad placements to the new flexible ad units!

Digital Advertising Guidelines

2017 Standard Ad Portfolio

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Ad Guideline Release Notes

Transition Guide

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Release Notes

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Flexible Ad Unit Examples

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FAQ

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Why are the New Display Ad Guidelines important?

  • Help to create a better user experience for new media consumption trends, especially mobile
  • They include standards for new media experiences including 360° ads, VR, AR and emoji/sticker content