We have seen the display advertising business evolve from impression based (CPM) advertising sold on publishers sites to more advanced delivery mechanisms  for buying and selling into a network.  Real-time-bidding, DSP’s (Demand supply planning platforms) behavioral targeting, rich media ad units, video and contextual audience mapping has been the themes of the last decade.   2011 can be considered a transcending year for mobile as the growth of applications and web usage increased significantly, and more the 50% of subscribers in the US had now acquired a smartphone.  People are now using their devices everywhere and all the time.

This massive mobile movement was ignited through rich applications developed specifically for the iOS, Android, Blackberry, Windows and Symbian operating systems, however dedicated mobile web site creation also found a strong place in a publishers and marketers strategy.

Mobile as a separate channel and business model gained footing in its own right as media-buying across mobile started to take off significantly.   Associations and Standard bodies such as the IAB (Interactive Advertising Bureau) not only have lead the industry with their  UAP (Universal Ad Package),  they created a  “Mobile Center of Excellence” and started to deeply look at the implications of mobile across the standard industry ad units for display, rich media and video advertising.   In parallel Mobile Industry Associations and Standard bodies such as the MMA (Mobile Marketing Association) have also looked at the growing trends of mobile native applications and smartphones to bring out the next generation of Mobile Ad Standards called the Mobile UAP (Mobile Universal Ad Package).    The combination of these two different groups has led to a list of the most recognized Industry wide ad unit sizes across all devices.  A reference of the combination of these different sizes is listed here:  ( please note there might be updates)

728×90 (Leaderboard) * IAB UAP Online
468×60 (Full Banner)
336×280 (Large Rectangle)
320×50 (Mobile Leaderboard) * MMA UAP Smartphone
300×50 (Mobile Leaderboard) * MMA UAP Smartphone
300×600 (Half Page Ad)
300×250 (Medium Rectangle) * IAB UAP, MMA UAP Smartphone
300×100 (3:1 Rectangle)
250×250 (Square)
240×400 (Vertical Rectangle)
234×60 (Half Banner)
216×36 (Mobile Banner) * MMA UAP Feature Phone
200×200 (Small Square)
180×150 (Rectangle) * IAB UAP Online
168×28 (Mobile Banner) * MMA UAP Feature
160×600 (Wide Skyscraper) * IAB UAP Online
125×125 (Button)
120×600 (Skyscraper)
120×240 (Vertical Banner)
120×90 (Button 1)
120×60 (Button 2)
120×20 (Mobile Banner) * MMA UAP Feature Phone
8×31 (Micro Bar)

As we can see there are some of these standards that cross the different Associations that are common for the different screen sizes.  With the evolution of Tablets and additional screen footprints, we can only imagine more overlap and more standard sizes.  These footprints have the common currency and language for Publishers and Advertisers to build an ecosystem of different developed campaigns to work across the most significant number of websites in an efficient manner based on ad-serving technology.

Therefore, we can only predict there is a massive convergence going on for the next-generation of display advertising across multiple screens.  These standards will evolve, but with all of the different screen sizes in-between that is a need to review the future of these standards.  We at ResponsiveAds like to look at the combination of these standards as with Responsive Web Sites, mobile, tablet, netbook, and desktop it all comes together.