PR: IAB Europe network contributes to testing and feedback of New Standard Ad Portfolio


IAB Europe network contributes to testing and feedback of New Standard Ad Portfolio

Brussels, 31 July 2017, The IAB Tech Lab has released the New Standard Ad Portfolio which is a set of recommendations focusing on the reality of user experience in a digital media world of increasing consumption across multiple devices and unprecedented choice of digital content provider and platforms. IAB Europe has been working with the Tech Lab to coordinate testing of the new ad formats with European publishers.

Operational Efficiency across Multiple Screen Sizes
The portfolio’s ad units integrate aspect ratio-based flexible ad sizes, and also incorporate the LEAN Principles of lightweight, encrypted, AdChoices supported, and non-invasive advertising within all of its mobile, display, and native ad formats. This ad portfolio is based on HTML5 technology and also includes guidelines for new digital content experiences such as augmented reality (AR), virtual reality (VR), social media, mobile video, emoji ad messaging, and 360-degree video ads.

After the draft portfolio was released for public comment in September 2016, it received industry-wide feedback and underwent extensive testing in both the US and Europe. IAB Europe is grateful to the following European publishers that have been involved in the testing process: Ciao People, DMG Media, G+J e|MS, INM, iq Digital, Journal Media, Media Impact, United Internet Media. Some of these test pages can be viewed here.

The flexible ad size recommendations are based on the proliferation of consumer devices in terms of sizes and resolutions, operational efficiency for publishers delivering content across multiple screen sizes, and the need for creative fidelity. Accordingly, flexible size ad specifications define aspect ratio based ad units that maintain their aspect ratio, adjust to the screen size, and can be integrated in responsive website designs.

Transitioning to the New Standard Ad Portfolio
A transition guide for publishers and advertisers is available here detailing how to transition to LEAN and flexible ad size specification. The Tech Lab will support the transition from earlier standards and recommendations through a series of webinars, the release of user-friendly demo pages, as well as additional transition guidance. To allow for testing, the Tech Lab is releasing an open source utility for publishers to enable them to quickly insert a flexible-sized ad container and ad server tag for all IAB ad units.

Commenting on the launch of IAB’s New Standard Ad Portfolio Suzanne McElligott, CEO, IAB Ireland and member of the IAB Europe Board said “The strength of the IAB network lies in the collaboration of national IABs across markets in the development of global digital advertising solutions. IAB Ireland members are committed to the early adoption of IAB best practice and welcomed this opportunity to work with IAB Tech Lab.”

Doug Farrell, Group Head of Digital, DMG Media Ireland added “As Chair of IAB Ireland’s Display Council I am very pleased that Irish publishers DMG Media, INM and Journal Media with input from Core Media, Group M, Havas, OMD and IPG Mediabrands have shared valuable learnings with IAB Tech Lab in testing the new flexible ad formats.”

Andreas Kühner, Chairman, Unit Ad Technology within BVDW (rep. IAB Germany):
We welcome the step to replace the fixed Adsizes to gradually pave the way for real cross device delivery and we are looking forward to working with IAB Tech Lab to specify the details of the operational deployment of the Flex Ads.



For more information, please contact:
Marie-Clare Puffett, IAB Europe (

About IAB Europe
IAB Europe is the leading European-level industry association for the online advertising ecosystem. Its mission is to promote the development of this innovative sector and ensure its sustainability by shaping the regulatory environment, demonstrating the value digital advertising brings to Europe’s economy, to consumers and to the market, and developing and facilitating the uptake of harmonised business practices that take account of changing user expectations and enable digital brand advertising to scale in Europe.