The IAB, as a trade body for the online industry, works with its various members to compile best practice guidelines to encourage more efficient workflow practices, tackle barriers to trade and to continuously raise professionalism.
The IAB does not police the industry, as such these standards and guidelines are voluntary, but we are committed to maintaining the integrity of the internet as an advertising medium. Therefore, we strongly advise that the marketing community adhere to a policy of self-regulation.
IAB standards and guidelines
Display and rich media standards
Traditional display banners and rich media banners offer great potential to advertisers but a lack of standardised ad formats and best practice has, in the past, complicated the planning, buying and implementation process.
In response to this, the IAB in conjunction with the Ad Ops Council (consisting of media owners and media agencies) has designed a package of standard advertising formats to cover both
traditional banner advertising and
rich media advertising. These standards will be updated as the medium grows.
Infrastructure and systems
Best Practice Workflow guidelinesAssets to deadline helps your campaign launch on time. Online assets are software that needs to be tested before they can run and can require extensive scheduling and ‘tagging’ which takes time to implement and more time to test. Only by approaching the workflow and scheduling of campaigns with these timescale in mind can agencies and media owners confidently plan timely launches.
Late copy policyFollowing a period of consultation with media owners and agencies, members of the Association of Online Publishers (AOP) and the Internet Advertising Bureau (IAB) have agreed an industry policy for charging where there is late delivery of online advertising creative, effective from 1 April 2006.
Counting, measurement and auditing
Global interactive measurement guidelinesThe IAB Global Measurement Guidelines solve one of the most critical issues for interactive marketers, agencies, ad-servers and publishers by establishing a clear definition of an online advertising impression in the context of ad-serving technology.
Creative, design and usability standards
DDA act complianceThe Disability Discrimination Act 1995 (DDA) aims to end discrimination towards people with disabilities in a number of areas, including access to goods, services and facilities (services including the internet). Service providers need to consider making reasonable adjustments to the way they deliver their services so that disabled people can use them. Back in 2004, the IAB produced a set of tips to producing accessible adverts along with a briefing to members on this matter to help them comply with the act.
For further guidelines on industry standards please visit the website of
IAB Europe