Ad Unit and Rich Media Creative Guidelines

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The Interactive Advertising Bureau (IAB) announced the release of some Revised Ad Unit and Rich Media Creative Guidelines, which is expected to eliminate "points of friction" in the online ad buying process. The guidelines cover standard Web applications including e-mail, static and dynamic Web pages and address ad formats such as banners and buttons as well as transitional and various over-the-page units such as floating ads, page take-overs and tear-backs.
“Marketers understand that in the new digital ecosystem, the consumer expects an enhanced level of interaction and engagement with both content and advertising,” said Randall Rothenberg, President and CEO of the IAB. “By defining certain ad formats and offering creative guidance for execution, we are paving the way for even greater adoption by marketers and ongoing innovation by agencies and publishers—that’s exciting for the industry and consumers.”

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