IAB Fishes for Brand Dollars With More Interactive Banners

Organization rolls out six new standard units, urges new metrics

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The Interactive Advertising Bureau (IAB) has beefed up its display portfolio, adding six interactive formats as part of an effort to drive online brand advertising spend.

The idea is to make it easier to roll out campaigns that utilize flashy, more engaging rich media units without requiring agencies to crank out tons of custom ad placements. Since IAB Standard Units representing more than 80 percent of the display units run on a given day, adding more rich media units to the IAB's standard portfolio should help.

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