The IAB Technology Laboratory has released an upgrade to the “IAB Display Creative Guidelines” for public comment, an overhaul that fully embraces HTML5. The updates were developed by the IAB Display Creative Working Group, in response to ongoing IAB exploration of the benefits of HTML5 technology. The revised guidelines include major changes to key specs for the IAB Universal Ad Package (UAP) and IAB Display and Mobile Rising Stars, which address issues such as file weights and packaging for optimal load performance when HTML5 is deployed. Other ad units, rich media guidance, and the display creative glossary of terminology have been reworked as well.

“HTML5 is the way forward, and that has become clearer and clearer,” said Scott Cunningham, Senior Vice President, Technology and Ad Operations, IAB, and General Manager of the IAB Tech Lab. “For years, the ‘IAB Display Creative Guidelines’ have served as a critical foundation for digital marketing, and this timely update gives us yet another step up the ladder to conversion. I applaud the accelerated work from this dedicated group of IAB Tech Lab members.”

“As the industry develops, being nimble is increasingly important in technology,” said Aaron Wood, Director of Production Services, AOL Premium Experiences at AOL Platforms, and Co-Chair of the IAB Display Creative Working Group. “HTML5 is rapidly becoming the go-to for creating captivating ads that work across multiple screens. In response, the IAB Tech Lab brought together a group of tech leaders to establish global guidelines that describe the path to integrate HTML5 and, ultimately, drive toward success at scale.”

IAB Tech Lab members AOL, Celtra, Crisp Media, and Pointroll contributed ad units for the initial spec tests before taking the updated “IAB Display Creative Guidelines” to public comment, and AOL provided a test environment and analysis during the examination phase.

In tandem with the public comment period for these proposed changes to the guidelines, the IAB HTML5 for Digital Advertising Guidance Working Group is developing a revised “HTML5 For Digital Advertising Guide,” which will directly support the updated “IAB Display Creative Guidelines” with actionable insights and recommendations for using HTML5 effectively in display ad creative. The guide is expected to be released this autumn.

“Updating the ‘IAB Display Creative Guidelines’ is only the first step in the process of helping the industry transition into an HTML5 dominant landscape,” said Sarah Hunt, Senior Product Manager, Adobe, and Co-Chair of the IAB HTML5 for Digital Advertising Guidance Working Group. “Expert advice and guidance is going to be necessary in order to allow HTML5 to live up to its promise of delivering rich, immersive digital advertising creative that is cost-effective and looks great on both desktop and mobile screens.”

To review the updated “IAB Display Creative Guidelines,” please visit

The public comment period will run through September 18, 2015, after which the IAB Display Guidelines Working Group will evaluate the comments received, make any necessary revisions, and release a final version. Comments are being accepted via Google Doc “Comments” and email by Shailley Singh, IAB lead on this initiative, at

About the IAB Technology Laboratory
The IAB Technology Laboratory is an independent, international, nonprofit research and development consortium charged with producing and helping companies implement global industry technical standards. Comprised of digital publishers and ad technology firms, as well as marketers, agencies, and other companies with interests in the interactive marketing arena, the IAB Tech Lab's goal is to reduce friction associated with the digital advertising and marketing supply chain, while contributing to the safe and secure growth of the industry. The organization's founding member companies include AppNexus, Google, Hearst Magazines Digital Media, PubMatic, Tremor Video, and Yahoo. Established in 2014, the IAB Tech Lab is headquartered in New York City with an office in San Francisco.