Peter Minnium says, “Standard ad formats are the backbone of the digital advertising industry, having driven the medium’s growth from nil in the early 1990s to over $40 billion in 2013.

They are essential to delivering the scale needed by national advertisers. The demands placed on digital ad standards have increased exponentially since their inception, fueled by the rapid increase in bandwidth, device proliferation, and user expectations.

The next generation of standards must work for different ad types (e.g., brand vs. directresponse) in a world where content is fluid across screens, while also being flexible enough to accommodate continuous change”.

Preparing For A Post-Banner World: What To Expect From Next Gen Ad Standards

Marketing Land

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