Los Angeles-based OpenX, the developer of ad serving software and an ad marketplace, said it is adopting the new advertising units from the Interactive Advertising Bureau. The firm said its product, OpenX Enterprise, will support the new IAB Rising Stars" Ad Units, the six new ad units which were recently approved by the IAB. The six new units are the first approved by the IAB since 2003. The IAB defines standard dimensions for Internet display advertising, which helps both advertisers and publishers to agree on dimensions and other details of standard ads. OpenX claims it is the first advertising exchange supporting the new units. OpenX is backed by Accel Partners, Index Ventures and SAP Ventures.