IAB Seeks Comment on Updated Display Creative Guidelines

The Interactive Advertising Bureau’s Technology Laboratory seeks comment through Sept. 18 on its upgrade to the IAB Display Creative Guidelines, an IAB release said Monday. “The updates were developed by the IAB Display Creative Working Group, in response to ongoing IAB exploration of the benefits of HTML5 technology,” the release said. “The revised guidelines include major changes to key specs for the IAB Universal Ad Package (UAP) and IAB Display and Mobile Rising Stars, which address issues such as file weights and packaging for optimal load performance when HTML5 is deployed,” it said. “Other ad units, rich media guidance, and the display creative glossary of terminology have been reworked as well,” it said. "For years, the 'IAB Display Creative Guidelines' have served as a critical foundation for digital marketing, and this timely update gives us yet another step up the ladder to conversion,” said IAB Technology and Ad Operations Senior Vice President Scott Cunningham. “HTML5 is rapidly becoming the go-to for creating captivating ads that work across multiple screens,” said AOL Premium Experiences Platforms Director of Production Services Aaron Wood, who co-chairs the IAB Display Creative Working Group. IAB Tech Lab members AOL, Celtra, Crisp Media and PointRoll contributed ad units for the initial specification tests before taking the updated "IAB Display Creative Guidelines" to comment, and AOL provided a test environment and analysis during the examination phase, the release said. The IAB HTML5 for Digital Advertising Guidance Working Group is developing a revised "HTML5 For Digital Advertising Guide," which will “directly support the updated ‘IAB Display Creative Guidelines’ with actionable insights and recommendations for using HTML5 effectively in display ad creative,” it said. The guide is expected to be released this fall.