IAB New Ad Portfolio

IAB Ireland along with the global IAB family is committed to improving the digital advertising experience by adhering to the LEAN principles and the standards set by the Coalition for Better Advertising.

The IAB Tech Lab has released the New Standard Ad Unit Portfolio with a range of ad units that are flexible, cross-screen and LEAN.  The IAB New Ad Portfolio replaces all the previous creative display guidelines for mobile and desktop.


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.

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 comprehensive Transition Guide  and Guidelines for publishers and advertisers is available detailing how to transition to LEAN and flexible ad size specification.

The Tech Lab will continue to 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.