• by Karl Greenberg , November 7, 2011

The Interactive Advertising Bureau (IAB) has updated its Rich Media Creative Guidelines for the first time since 2008. The guidelines follow nine months of work by a cross-industry group

“Since we last revised the Rich Media Creative Guidelines three years ago, brands have greatly intensified their desire to engage consumers through interactive ads,” said Steve Sullivan, Vice President, Digital Supply Chain Solutions, IAB. “The guidelines reflect the increased use of existing rich media formats, as well as improvements in technology available to and used by consumers, and especially the recent debut of our Rising Stars units, which were specifically developed with consumer engagement objectives in mind.”

Adobe Systems said it would support the range of rich media formats including Rising Stars, through a new creative validation service called “Project Adthenticate,” including standardized CPU measurement and rich media guideline checks.