The IAB's "Rising Star" ad formats: making digital marketing scalable

Geoffrey Precourt

This report from the IAB's Innovation Days conference covers an IAB inititative to standardise the most effective and engaging online advertising formats in order to make digital marketing scalable for major advertisers and thus win more share of overall advertising revenue.

The IAB's "Rising Star" ad formats: making digital marketing scalable

Geoffrey Precourt Warc

As opportunities abound, audiences engage, and metrics evolve, one piece of the interactive puzzle remains missing: making the digital marketplace a scalable environment for advertisers.

"This may not be very important to small advertisers," Randall Rothenberg, president/ceo of the Interactive Advertising Bureau (IAB), told an Innovation Days audience in New York. "But for the top 50 or 100 marketers-and the top 20 or 30 agencies that work for them," it is "vital" to their marketing and consumer economics.

Responding to what Rothenberg termed "a cry for...

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