Automated trading of standard online display ad units is becoming commonplace. But fancier, more engaging new ad formats can also now benefit from this technology.

IAB rising star units are often though of as upper-funnel, very branding, engaging tactics that aren’t associated with programatic,” says Sarah Warner, trading manager of GroupM’s programmatic unit, Xaxis.

“But we can do it. Xaxis was traditionally thought of as DR engine. But with video and rising star and our creative shop, we’re really trying to set ourselves apart as an entire solution.”

Unlike conventional static display, IAB rising star formats include filmstrips, expanding toolbars, sidebars and more.

Warner was one of the speakers at the Beet.TV video advertising summit on “outstream” advertising presented by Ebuzzing & Teads. Please find more videos from that event here.