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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