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The Interactive Advertising Bureau has released for public comment an updated version of its Standard Ad Unit Portfolio designed to reflect brands’ needs to reach consumers across multiple devices.

The overhaul will provide new standards for ad characteristics such as file size, weights and aspect ratios in a world where the size and shape of screens continues to proliferate.

“It’s a pretty big change for the IAB because we are moving away from fixed units and toward a more responsive model,” said Alanna Gombert, general manager at the IAB Tech Lab, which spearheaded the effort. “The ad units will adjust themselves based on screen size.”

Continue reading at AdAge.com