Bigger file sizes will allow for more animation and content in formats such as banners and skyscrapers, which means there will be a greater scope for creativity in online ads.
IPA Digital is behind the initiative, having worked with the IAB and ISBA to secure industry-wide approval of the move. File sizes will be doubled, from around 15k to 30k, and the IAB will review this annually, with the aim of increasing capacity to 100k.
The current file size was set in the late 90s, when fewer than 1 per cent of internet connections were broadband, meaning that bigger ads would take too long to load.
Wayne Arnold, the chairman of IPA Digital and co-founder of the digital agency Profero, said: "An idea is an idea, and file sizes don't restrict ideas. But they do restrict the execution of ideas."
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