So why the overhaul?
The new portfolio of ad units aims to address concerning trends, including an increase in the adoption of ad blockers and content delivery platforms like Google AMP and Apple News that limit ad integrations. The IAB has asserted that, as publishers focused on margins and increased automation, their audiences have increasingly encountered invasive interstitials, purposefully-hidden opt-outs, auto-play videos, and recurring-ad fatigue. Sites have grown heavy with extended load times often caused primarily by third-party ad servers and content discovery platforms like Outbrain and Taboola.
“We messed up,” wrote Scott Cunningham, Senior Vice President of Tech and Ad Ops at IAB. “As technologists tasked with delivering content and services to users, we lost track of the user experience.”