Ad Standards & Creative Guidelines

Since their introduction in 1996 and most recent update in 2003, the IAB Standard Ad Units helped create the modern, scalable digital advertising industry. In 2015, we updated our guidelines with the HTML5 format while sunsetting Flash. Today over 80 percent of display ads sold have followed IAB standards. Now, the IAB Display Standard Ad Unit Portfolio includes a new range of formats designed to meet marketers’ communications needs across the purchase funnel. Among these are the IAB Rising Stars Display ad units, six new interactive ad units developed and tested in partnership with leading publishers and agencies in the digital world.

View the IAB Display Standard Ad Unit Portfolio →

Open for public comment:
Current guidelines: