IAB Advertising Creative Guidelines for Display & Mobile

IAB released a complete overhaul of the IAB Standard Ad Unit Portfolio, for public comment, updating its digital ad formats to adapt across screens, and to incorporate the LEAN Principles of lightweight, encrypted, AdChoice supported, and non-invasive advertising. Please review the technical specifications and email your comments to newadportfolio@iab.com before December 22, 2016.

Read the press release and view all documents and examples here.


UPDATED FOR HTML5 (2015)

Revised specifications for IAB Advertising Creative Guidelines for Display & Mobile

IAB Advertising Creative Guidelines for Display & Mobile (PDF) IAB Advertising Creative Guidelines for Display & Mobile (Excel) Release Notes

 

Display_Guidelines

 

The demand for HTML5 ads is on the rise as advertisers and publishers look for seamless operations across desktop and mobile devices. IAB display creative guidelines have served as a critical foundation for publishers to define ad specifications and for advertisers to build scalable ad experiences. The new guidelines embrace HTML5 ad necessities such as file weights, file requests, shared libraries, progressive video and balance user experience with ad load performance. The update covers both desktop and mobile display and has added sections for HTML5 best practices as well as video considerations. The display guidelines have been updated to reference HTML5 ad requirements. Extensive ad load performance testing was done over a period of 4 -5 months to collect performance data of different types of ad units on real publisher pages across browsers and controlled network speeds to reflect average internet and mobile usage to conclude optimum file weights.



Developed by the Display Creative Guidelines Working Group


IAB Tech Lab Contact

Shailley Singh
Senior Director, Product and Research & Development
shailley@iabtechlab.com