IAB's Rising Stars Shine, but on the Horizon

Rich media ads show promise but need tech support, scale to save banners

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When the IAB showcased a collection of its Rising Star rich media units in February, there was genuine hope that these bold, splashy ads could inject new life into the increasingly savaged banner. But it’s unclear if that has happened just yet.

“I don’t think the banner ad is dead at all. It’s going through a transformation,” said Greg Rogers, co-founder and CEO of Pictela, a content marketing platform bought by AOL to help serve and scale large, interactive rich media ads—a focus of AOL’s much talked-about Project



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