Summits Yellow

IAB Switches Up Recommended Ad Formats

Tim Maytom

iab ad formats

The IAB UK has introduced a new portfolio of online ad formats as part of its ongoing efforts to improve consumers' online experience and reduce ad blocking adoption across the industry.

The new formats were created by the IAB Tech Lab and chosen based on a combination of industry feedback, consumer research and testing. They span display ads and native ads, as well as exciting new content experiences like emoji ads, 360 degree images, video ads and even AR and VR experiences.

However, the IAB is actually dramatically reducing the overall number of ad formats it recommends to marketers, stripping out any ads that do not use responsive design to adapt to mobile screens, and any remaining ads that do not obey the organisation's 'LEAN' principles aimed at reducing ad blocking.

Among the ad formats no longer backed by the IAB are all fixed-size ads, floating ads, pop-ups, auto expand and auto play ads.

"These represent the next generation of online ads and will suit all parties involved," said Steve Chester, director of data & industry programmes at the IAB. "Consumers will get a better ad experience whilst the industry can focus on a smaller number of ad formats which significantly reduces complexity.

"It's all about quality over quantity – a mantra the digital industry perhaps hasn't adhered to often enough – which should help reduce ad blocking."

There will be a public comment period on the new formats which will run until 28 November, after which the IAB will evaluate the feedback received, make any necessary revisions and release a final version.