In a sustained effort to spur greater creativity in interactive advertising and speed adoption of new brand-friendly ad formats, the Interactive Advertising Bureau has unveiled new standard units, deemed “Rising Stars”, which seek to create new canvasses for brand advertising on digital platforms and encourage brand engagement with viewers on their terms.

The IAB Rising Stars are brand-friendly ad units that tap into the breadth of cutting-edge technology available today, providing new tools that resonate with consumers and serve as powerful vehicles for advertisers. The new rich media ad units offer advertisers creative and compelling ways to connect with the quality audiences they want, and are designed to provide a richer canvas for creating highly-impactful and engaging brand experiences at scale. Rising Stars are selected through a cross-disciplinary testing process and undergo in-market validation, to then be inducted into the IAB Standard Advertising Unit portfolio, the definitive standards for the digital advertising industry.