• by Gavin O'Malley , Staff Writer @mp_gavin, September 26, 2016

The ongoing mobile revolution is forcing marketers to reevaluate, well, pretty much everything.

To that end, the Interactive Advertising Bureau (IAB) just released a total overhaul of its “Standard Ad Unit Portfolio” for public comment.

Among other mobile-centric changes, the makeover allows for creative to adjust to various screen sizes and resolution capabilities.

The point of the changes is to “put user experience, control, and cross-device behaviors first,” Randall Rothenberg, head of the IAB, stated. “Its flexible ad units will allow for creative to scale to different sizes without losing any of its original messaging and impact.

Developed by the IAB Technology Laboratory, the portfolio incorporates the LEAN Principles of lightweight, encrypted, AdChoices supported, and non-invasive advertising within all display, mobile, video, and native ad formats.

“By incorporating the tenets of LEAN into the portfolio, consumer experience on ad-supported sites will greatly improve,” according to Rothenberg.

Each of the specs is based on HTML5 technology and informed by industry surveys, user research, and testing.

The revised portfolio also introduces guidelines for new content experiences like virtual reality and 360-degree video ads, as well as digital advertising that uses emojis, stickers, and more.

The public comment period will run through the end of November, after which the IAB Flex Ads Working Group plans to evaluate the comments received, make revisions, and release a final version.

The new ad portfolio was released at the IAB MIXX Conference in New York City.

To review the ad unit specs in the meantime, go to iab.com/newadportfolio.

Comments are currently being accepted via email to newadportfolio@iab.com.