Late to the game and addressing a dying ad format, the Internet Advertising Bureau has announced proposed guidelines for the use of pop up advertising. While a more admirable definition might be, “the IAB defines a pop up as any advertising experience that causes a consumer to punch their computer screen and send death threats to the advertiser,” the actual guidelines define this ad unit as “any advertising experience that utilizes a web-browser initiated additional window to deliver an ad impression either directly above or below the existing browser experience.” The guidleines go on to address frequency, labelling and size specifications. There will be a two month comment period after which the guidelines will become final.
