New Ad Portfolio: Advertising Creative Guidelines

The IAB New Ad Portfolio replaces all the previous creative display guidelines for mobile and desktop – including the Universal Ad Package (UAP), rich media units, and other ad units’ related guidance. Streamline design and cross-screen production in this mobile world. The new ad units are based on aspect ratio and size range rather than fixed pixel sizes. Flexible sized ad units allow for ad delivery across multiple screen sizes and integration with responsive website design. The creative design can scale to different screen sizes. Our working group has prepared these final portfolio guidelines along with some transition guidance and frequently asked questions, based on all the feedback received on the draft of the technical specifications and some extensive testing. The Interactive Advertising Bureau released a complete overhaul of the IAB Standard Ad Unit Portfolio, updating its digital ad formats to adapt across screens, and to incorporate the LEAN Principles of lightweight, encrypted, AdChoices supported, and non-invasive advertising.

Transition Now!

  1. Display ads
  2. Native ads
  3. New media experiences like Emoji ads, 360-degree image and video ads, Virtual reality ads and Augmented reality ads

It emphasizes on better user experience, faster load performance and non-disruptive ad content based on the following principles:

  1. Respect: A consumer’s primary objective is consuming publisher content
  2. Control: A consumer has control over his/her advertising experience
  3. Choice: A consumer decides what content he/she wants to experience and for how long

Ad Type Specifications

Lightweight Ads

General Guidance

Other Documentation

Support

Examples

Visual examples of different ad types are displayed below: