The Interactive Advertising Bureau (IAB) announced the final guidelines for over-the-page rich media units, including, expandable ads, floating ads, between-page and in-stream units.

The rich media guidelines were developed to enhance the user experience without constraining creative opportunities for marketers. According to the IAB, Technology providers are deemed compliant providing they will support the serving of all ads conforming to the guidelines specifications.

“As broadband usage widens, advertisers are recognizing the benefits of creating rich media advertising. These guidelines will encourage advertiser use by creating an industry-wide advertising platform that advertisers and their agencies can smartly utilize across multiple publishers without restricting creativity.” says Adam Gelles, director, industry initiatives, IAB.