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.
