The IAB is promoting a &quot;LEAN&quot; ads: Light, Encrypted, Ad choice supported, Non-invasive ads. Given that all of these recommendations go against the current trajectory of advertising, I doubt they will be adopted any time soon.<p><a href="http:&#x2F;&#x2F;www.iab.com&#x2F;news&#x2F;lean&#x2F;" rel="nofollow">http:&#x2F;&#x2F;www.iab.com&#x2F;news&#x2F;lean&#x2F;</a>