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The latest in the top ad formats for online publishers

The Internet Advertising Bureau publishes a standard for online ad sizes, but there have been some changes recently. And Google's followed that by adding new ad formats to its popular Doubleclick for Publishers ad server. So it's time for even experienced online news publishers to take a fresh look at their ad templates.

First, let me affirm my opposition to advertising that blocks editorial content, either on a website or in print. As a reader, I always despised front-page spadea print ads that blocked my first glance at the headlines of the day. Same goes for online. It's one thing for an ad to expand and cover editorial content if I click on it. (If anything, that's better than being sent off to another page or website with a click, IMHO.) But can't endorse of suggest any ad format that blocks editorial content without a readers' consent. So we won't be talking about pop-up or takeover ads today.

Incorporating standard ad sizes in your website design is important because it makes it easier for larger advertisers (who typically run campaigns across multiple sites, and spend a lot of money doing so) to place an order on your site. If an advertiser has to create an ad especially for your site's design, that increases the effect cost of advertising on your site to that customer. You can't expect that unless you're an established, major player in your market. And even if you are, it's good business to try to keep costs down for your customers.

The IAB used to support dozens of ad sizes and formats, but in recent years, has cut down the number of its recommended units to four main "core standard ad units" :
300-pixels-wide x 250-pixels-tall Medium Rectangle 180 x 150 Rectangle 728 x 90 Leaderboard 160 x 600 Wide Skyscraper

(Yes, Internet old-timers, the 468x60 "full banner" has gone to the great server in the sky, along with the Netscape browser, Usenet and the Whole Internet Catalog.)

As it eliminates old standards, the IAB is implementing new ones. Six "Rising Stars" ad units are under consideration for official endorsement by the end of the summer.

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