The reviews the shapes and sizes of online ad formats every two years, and its new consultation period has launched with a view to rationalising the ad formats currently available.
It is evaluating whether a universal ad package of four formats could be developed as a product to be sold across UK websites, making it planning easier and rollout more extensive.
The formats being explored, some of which are already in use, will take into account the importance of using online advertising to support print and television campaigns.
Charlie Dobres, chief executive of the online media sales agency i-level, said: "There will and must always be room for 'special' on-screen formats, outside of standards, but equally, advertisers must feel confident that their increasing requirement to use online to build awareness can be universally and easily met."
The consultation will ask marketers if larger ads would have more impact; if a small number of widely used formats would help planning; and, if there are changes, what would be a realistic timescale for their introduction.
IAB chief executive Danny Meadows-Klue said: "The internet's continued rapid growth is not just in audiences but also in the range of tools marketers use to reach them. As the industry continues to evolve, we want to develop our ad formats to respond to marketers' new needs."
Anyone interested in participating in the consultation should contact the IAB secretariat on 020 8683 9557 or email secretariat@iabuk.net.
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