IAB: IAB Standards and Guidelines

Late to the game and addressing a diminishing ad format, the Internet Advertising Bureau (IAB) announced proposed guidelines for the use of pop-up advertising. The guidelines define this ad unit as "any advertising experience that utilizes a web-browser initiated additional window to deliver an ad impression either directly above or below the existing browser experience." (Not, as many web users would instead define it, "the advertising experience that causes a consumer to punch the computer screen.")

The guidelines go on to address frequency, labeling and size specifications. There will be a two-month comment period, after which the guidelines will become final.