As more sites like Facebook, Twitter and Buzzfeed blend ads directly into a user’s content stream, the future of online advertising is quickly shifting. It’s a brave new world defined by content, not dimensions; mad math, not mad men. Science and data, not merely creative endeavors.
Where are we today? Currently, online ads are defined primarily by size and dimensions — with IAB ad unit guidelines describing leaderboards (728 x 90 pixels), skyscrapers (160 x 600), and full banners (468 x 60), to name a few.