Incredible as it may seem, it’s been 10 years since the
Interactive Advertising Bureau updated its standard advertising units. Six new formats selected in a “Rising Stars” competition will be officially sanctioned by the IAB if they
gain sufficient market traction in the next six months.
The formats were chosen in large part for their brand-friendly canvases, rich-media functionality, and the control they give to consumers to engage without
leaving the page they are on. Marketplace
success will depend on how many publishers adopt the units to give them true
scale. Whether these units alone can successfully unleash pent-up demand to pull in more brand dollars
and stave off the commoditization of CPM rates is anyone’s guess, but getting the seal of approval from the IAB is an important first hurdle to clear.