IAB Releases New Ad Portfolio with 360-Degree Video and Virtual Reality Ads

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The Interactive Advertising Bureau (IAB) is a trade group that empowers marketing and media industry to thrive in the digital economy by advising on the sales, delivery, and optimization of digital advertising and marketing campaigns.

Last month, the group launched IAB Standard Ad Unit Portfolio featuring flexible ad units that maintain their aspect-ratio while resizing to fit the users’ display on mobile, tablet or desktop.

These new generation of ad units also incorporate LEAN principles of being lightweight, encrypted, AdChoice supported, and non-invasive delivery. The portfolio is built using HTML5 and includes guidelines for delivering ads using emerging technology such as augmented reality (AR), virtual reality (VR), 360-degree video ads, social media, and emoji ad messaging.

This final release of the new ‘IAB Standard Ad Unit Portfolio’ is a reflection of the industry’s commitment to creating beautiful, user-friendly digital advertising that can easily scale. Whether on a mobile phone, tablet, or laptop computer, these ad units offer responsive solutions that captivate and inspire, while guidance for emerging platforms offers insights on how to approach consumers in new ways—even if they are looking at the world through a virtual reality headset.

— Alanna Gombert, SVP, Technology and Ad Operations, IAB, and GM, IAB Tech Lab

The new ad units are in alignment with the Initial Better Ad Standards presented by the Coalition for Better Ads. With this release, IAB has also introduced new guidelines for the use of audio in video ads and time stipulations for the video ad serving.

A lack of usability and quality standards in display ads has long been the biggest driver of ad block adoption by users worldwide. This push for renewed ad standards is a step towards making ads less intrusive for users and more likely to meet the safe ads criteria set by most ad blockers.