The Interactive Advertising Bureau today released guidelines that would update the definition of rich media [1]as well as revise guidelines for other ad formats [2]. The IAB [3] has asked for comment within the next 30 days before locking down them down. When asked about the highlights, Marla Nitke, IAB spokeswoman, pointed to the three bullet points in the IAB news release. The highlights are:
*Redefine rich media [4]. It would refer to "advertisements with which users can interact (as opposed to solely animation and excluding click [5]-through functionality) in a web page format [6]," the proposed change reads. Rich media, under the proposal, also includes in-page and in-text digital [7] video ads where the associated content isn't streaming [8] in a player.
*Offer guidance on file weights and animation lengths for both rich and non-rich media [9] online ads.
*Address ad formats such as banners and buttons as well as transitional and various over-the-page units such as floating ads, page take-overs and tear-backs. New units would include a 720x300 pop-under and a 300x100 or 3:1 rectangle.
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by Anna Maria Virzi