The IAB has finally released new creative standards for the first time in a decade. The new rich media branding units (formerly called "rising stars") are now officially the newest standards out there and should drive a new revolution in advertising online. Creative formats are the No. 1 reason that major brands have not adopted online advertising to the extent that spend matches hours spent. (There are several other major issues, but this one is the biggest.)

So where do these new rising stars fit in the overall continuum of online display advertising? And how fast can we expect them to be adopted? Let's review.