IAB New Ad Portfolio: Advertising Creative Guidelines

Last Updated: February 25, 2025

While many companies continue to produce traditional fixed-size ad formats, it is essential for brands, advertisers, publishers, and creative agencies to embrace the benefits of the IAB New Ad Portfolio. Flexible ad sizes improve delivery across diverse screen sizes and devices while future-proofing campaigns for emerging technologies such as augmented reality (AR) and virtual reality (VR). These innovations unlock unparalleled creative opportunities and optimize performance metrics, including faster load times and enhanced user engagement.

First introduced in 2017, the New Ad Portfolio represents a significant evolution in digital advertising standards, designed for today’s multi-screen, mobile-first environment.

 
About the New Ad Portfolio
The IAB New Ad Portfolio replaces all the previous . . .