The Interactive Advertising Bureau (IAB) is seeking feedback on suggested guidelines for the use of in-stream ads. Among the guidelines it is proposing: publishers and advertisers stick with a maximum ad length of 15 or 30 seconds for pre- and mid-roll ads. For post-roll ads, it proposes no time limit be imposed. Fast-forwarding should be turned off during ad play, according to the proposed guidelines. Ads should be host-initiated, rather than user initiated, because users are only getting the ads if they are choosing to view content.
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