Interactive
Marketing Units
The IAB's new wave of voluntary guidelines includes seven new
Interactive Marketing Unit (IMU) ad formats; two vertical units
and five large rectangular units. The new voluntary guidelines
join the roster of recommended guidelines that the IAB already
has in place. These units are currently being introduced by Web
publishers and are designed to enable marketers to utilize greater
interactivity as well as expand the creativity in their online
messaging. The IAB's Ad Unit Task Force will meet on a bi-annual
basis to examine the effectiveness of existing ad units; review
proposed new ad units; and issue updated voluntary guidelines
as appropriate.