Will Facebook be forced to embrace standardized ad units?

02/29/2012 | Advertising Age (tiered subscription model)

Facebook's efforts to sell brands on custom ad units are causing big headaches for digital marketers, said executives at the IAB Annual Leadership Meeting. Standardized cross-platform units like those proposed by the IAB would allow ad-buyers to unleash major digital campaigns without having to customize them on a site-by-site basis, said IAB chief Randall Rothenberg. "Will [Facebook] move into adopting some of the IAB units? They'll move if the big marketers want that," Rothenberg said.

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