The Interactive Advertising Bureau (IAB) has introduced its latest standards for ad units as part of its finalised IAB Standard Ad Unit Portfolio.

The portfolio, created by the IAB Tech Lab, is based on HTML5 technology. Its ad units integrate aspect ratio-based flexible ad sizes, as well as being lightweight, encrypted, AdChoices supported, and non-invasive within all mobile, display and native ad formats. It also includes guidelines on AR, VR, social media, mobile video, emoji ad messaging, and 360° video ads.

The draft portfolio was released almost a year ago in September 2016. Since, it has received industry feedback and extensive testing to come to these finalised standards.

“This new ad portfolio puts user experience front and centre – benefitting both consumers and the brands that want to reach them online,” said Randall Rothenberg, president and CEO of the IAB. “These new ad units have gone through comprehensive testing, with expanded mobile and video capabilities that will take interactive marketing to new heights.”

The IAB and IAB Tech Lab say they will support the transition from earlier standards through a series of webinars, user-friendly demo pages, and additional guidance.