IAB's new ad formats still building marketer awareness

02/21/2013 | Adweek

IAB's "Rising Stars" banner-ad units are still making inroads with marketers, with about 3 in 10 saying they have heard of the format, according to an Undertone survey. IAB officials downplayed the study's significance. "This category did not exist a year ago. In another year it will be common currency for brand advertising buyers," says head of brand initiatives Peter Minnium.

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