• by Tobi Elkin  @tobielkin, September 26, 2016

The Interactive Advertising Bureau (IAB) on Monday released an overhaul of the “IAB Standard Ad Unit Portfolio” for public comment. The goal is to address brands’ growing need to reach consumers across multiple screens at scale, with ad units that integrate aspect-ratio–based flexible ad sizes.

Flexible ad sizes allow for creative to adjust to a variety of screen sizes and resolution capabilities.

Developed by the IAB Technology Laboratory, the portfolio incorporates the LEAN Principles of lightweight, encrypted, AdChoices supported, and non-invasive advertising within all of its display, mobile, video, and native ad formats. Each of the specs is based on HTML5 technology and informed by industry surveys, user research, and testing.

The revised portfolio also introduces guidelines for new content experiences like virtual reality and 360-degree video ads, as well as digital advertising that uses emojis, stickers, and more.

“This new portfolio reflects the diverse ways that digital is being enjoyed by consumers, whether on websites, in mobile apps, through social media platforms, or elsewhere,” stated Alanna Gombert, senior vice president, technology and ad operations, IAB, and General Manager, IAB Tech Lab.

The public comment period will run through Nov. 28,  after which the IAB Flex Ads Working Group will evaluate the comments received, make any necessary revisions, and release a final version.