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IAB Revises Ad Unit, Rich Media Guidelines; Launches Compliance Program

'Rich media' definition altered

The Interactive Advertising Bureau (IAB) has revised its Ad Unit and Rich Media Creative Guidelines.

Changes include:

  • New banner size specifications — 300×100 IMU for a 3:1 Rectangle, 720×300 IMU for a pop-under — in the Ad Unit section.
  • A revised definition for Rich Media, separating it from basic animated ads. The Guidelines now say "Rich Media" is defined by a user's ability to interact with it, aside from the ability to click on it.
  • Expanded ad delivery coverage. Guidelines now cover email, static and dynamic webpages.

Minimum file sizes in the 2002 Universal Ad Package were also updated.

The IAB also launched a compliance problem for interactive publishers that follow the Rich Media Creative Guidelines. Compliant companies — of which there are currently only 32 — may add a Compliance Seal to their websites. Review a list of compliant companies.


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