General Specifications
General Specifications
DoubleClick
Technical Specifications
File load size* | – Initial load: Please refer to ad server specs below – Polite load: 200 KB – User-initiated load: 2 MB |
File requests | 15 file requests are allowed on initial load. |
Animation length | – Host-initiated: 30 seconds – User-initiated: 2 minutes – Maximum 3 loops |
Frame rate | Maximum 24 FPS |
Sound | Only user-initiated |
Video | – For in-banner video, Auto-play is allowed (no sound) – MP4 & WebM format for widest compatibility – Letterboxing is not allowed |
Allowed file types | .HTML, .CSS, .JS, .GIF, .PNG, .JPG, .SVG, .MP4, .WebM |
.HTML file requirements | – <!DOCTYPE html> declaration – <html> tag – <body> tag |
Border requirements | Creative require 1 pix border of contrasting color |
Fallback size | 40 KB |
Secure serving | All assets must be SSL compliant |
Ad Exchange policies
Creatives not following these policies will not be eligible for exchange buying.
Creative may not link to a 404-Error, Invalid Page, or other non-branded, non-functioning page |
Creative clicks must prompt a new tab or window to open |
Creative may not prompt downloads or external applications on click |
Creative and landing page must contain content |
Creative should have a fallback when utilizing geo-targeting, impression capping or similar blocking technology |
Creative branding have to match landing page branding |
Creative may not refresh itself or cause the entire page to refresh |
Creative text cannot display outside of iFrame |
Size Compression
A recurring issue with creating banner ads is complying with load size requirements. In some cases, it’s possible to reduce the size of a banner greatly by compressing single assets or changing animation methods.
When possible, we recommend using Scalable Vector Graphics (SVG) instead of other image formats like JPG or PNG. The SVG format can help reduce the file size of numerous image elements.
In instances where JPG or PNG is required, we recommend using free online lossy compression tools, that will reduce file size with very limited visual consequences. For example:
Another effective way of reducing load size is using CSS3 for animations instead of JavaScript. Examples of using CSS3 instead of JavaScript can be found by clicking here.
Remember to always minify the CSS and JavaScript files before including it in the HTML file. Combining multiple files into single compressed files will help limit the impact on load performance of the ad and comply with file request limits.
What about the fonts?
Fonts often cause very heavy HTML banners. One way to prevent this is by using public font libraries like Google Fonts. These fonts are easy to integrate in your CSS and the library is constantly expanding.
If the advertiser has its own font that must to be included in the file, we recommend using free tools like FontForge. With a tool like FontForge, it’s possible to reduce the file size of a font by removing the letters and symbols that aren’t required in the banner.
Lastly, try to use only one font per banner to limit file size and decrease load time.
What is Polite load?
Polite load delays the loading of creative assets until the publisher page has fully loaded. This allows for heavier banners with richer content. We always recommend polite loading the creative when initial load exceeds 40 KB.
We have collected a list of links to polite load guides for the major ad servers here:
Use the addEventListener() function and the PAGE_LOAD event.
Include the DHTML library and use the pageLoadComplete event.
Add the HTML5 enabler and use the PAGE_LOADED event.
Adform technical specifications
Please make sure to follow the specifications below for the relevant Adserver
Display ad specifications
Performance
Dimensions | Initial load* | Device(s) | Click tag | Notes |
930×180 | 100 KB | Desktop | See specs | |
300×250 | 80 KB | Desktop/Mobile | See specs | Please make MRAID compatible for in-app use |
160×600 | 100 KB | Desktop | See specs | |
728×90 | 100 KB | Desktop | See specs | |
320×80 | 80 KB | Mobile | See specs | Please make MRAID compatible for in-app use |
* Initial load size may be lower due to specific publisher requirements. Please refer to media agency specifications.
Branding
Dimensions | Initial load* | Device(s) | Click tag | Notes |
930×180 | 100 KB | Desktop | See specs | |
300×600 | 100 KB | Desktop | See specs | |
160×600 | 100 KB | Desktop | See specs | |
320×320 | 80 KB | Mobile | See specs | Please make MRAID compatible for in-app use |
320×160 | 80 KB | Mobile | See specs | Please make MRAID compatible for in-app use |
* Initial load size may be lower due to specific publisher requirements. Please refer to media agency specifications.
Video ad specifications
Performance
Video specs
Dimensions | Max file size | File format | Codec | Video length | Frame rate |
1280×720 | 10 MB | MP4 | H.264 | Max 30 seconds | Max 30 FPS |
640×360 | 10 MB | MP4 | H.264 | Max 30 seconds | Max 30 FPS |
Video audio specs
File type | Bitrate | Sampling rate |
MP3 or AAC | 128 Kbps | 44,1 KHz |
Other specs | |
Formats/Containers | MP4 encoded in H.264* and WEBM encoded in VP8/VP9* ( VP8 – weights a bit less, quality also is lower, VP9 – can weight a bit more, but quality is better ) |
Profile levels | For HD or Full HD videos we suggest encode video to High profile. If video is lower than HD, then we recommend use Main profile. |
Companion banner (optional)
Dimensions | Max file size | File type | Animation | Frame rate |
300×250 | 100 KB | Image (GIF, JPG, PNG) | Max 30 sec | 24 FPS |
300×60 | 100 KB | Image (GIF, JPG, PNG) | Max 30 sec | 24 FPS |
Branding
Video specs
Dimensions | Max file size | File format | Codec | Video length | Frame rate |
1280×720 | 10 MB | MP4 | H.264 | Max 30 seconds | Max 30 FPS |
640×360 | 10 MB | MP4 | H.264 | Max 30 seconds | Max 30 FPS |
Video audio specs
File type | Bitrate | Sampling rate |
MP3 or AAC | 128 Kbps | 44,1 KHz |
Companion banner (optional)
Dimensions | Max file size | File type | Animation | Frame rate |
300×250 | 100 KB | Image (GIF, JPG, PNG) | Max 30 sec | 24 FPS |
300×60 | 100 KB | Image (GIF, JPG, PNG) | Max 30 sec | 24 FPS |
Sizmek technical specifications
Please make sure to follow the specifications below for the relevant Adserver
Display ad specifications
Performance
Dimensions | Initial load* | Device(s) | Click tag | Notes |
930×180 | 100 KB | Desktop | See specs | |
300×250 | 80 KB | Desktop/Mobile | See specs | Please make MRAID compatible for in-app use |
160×600 | 100 KB | Desktop | See specs | |
728×90 | 100 KB | Desktop | See specs | |
320×80 | 80 KB | Mobile | See specs | Please make MRAID compatible for in-app use |
* Initial load size may be lower due to specific publisher requirements. Please refer to media agency specifications.
Branding
Dimensions | Initial load* | Device(s) | Click tag | Notes |
930×180 | 100 KB | Desktop | See specs | |
300×600 | 100 KB | Desktop | See specs | |
160×600 | 100 KB | Desktop | See specs | |
320×320 | 80 KB | Mobile | See specs | Please make MRAID compatible for in-app use |
320×160 | 80 KB | Mobile | See specs | Please make MRAID compatible for in-app use |
* Initial load size may be lower due to specific publisher requirements. Please refer to media agency specifications.
Video ad specifications
Performance
Video specs
Dimensions | Max file size | File format | Codec | Video length | Frame rate |
1280×720 | 10 MB | MP4 | H.264 | Max 30 seconds | Max 30 FPS |
640×360 | 10 MB | MP4 | H.264 | Max 30 seconds | Max 30 FPS |
Video audio specs
File type | Bitrate | Sampling rate |
MP3 or AAC | 128 Kbps | 44,1 KHz |
Companion banner (optional)
Dimensions | Max file size | File type | Animation | Frame rate |
300×250 | 100 KB | Image (GIF, JPG, PNG) | Max 30 sec | 24 FPS |
300×60 | 100 KB | Image (GIF, JPG, PNG) | Max 30 sec | 24 FPS |
Branding
Video specs
Dimensions | Max file size | File format | Codec | Video length | Frame rate |
1280×720 | 10 MB | MP4 | H.264 | Max 30 seconds | Max 30 FPS |
640×360 | 10 MB | MP4 | H.264 | Max 30 seconds | Max 30 FPS |
Video audio specs
File type | Bitrate | Sampling rate |
MP3 or AAC | 128 Kbps | 44,1 KHz |
Companion banner (optional)
Dimensions | Max file size | File type | Animation | Frame rate |
300×250 | 100 KB | Image (GIF, JPG, PNG) | Max 30 sec | 24 FPS |
300×60 | 100 KB | Image (GIF, JPG, PNG) | Max 30 sec | 24 FPS |
DoubleClick technical specifications
Please make sure to follow the specifications below for the relevant Adserver
Display ad specifications
Performance
Dimensions | Initial load* | Device(s) | Click tag | Notes |
930×180 | 100 KB | Desktop | See specs | |
300×250 | 80 KB | Desktop/Mobile | See specs | Please make MRAID compatible for in-app use |
160×600 | 100 KB | Desktop | See specs | |
728×90 | 100 KB | Desktop | See specs | |
320×80 | 80 KB | Mobile | See specs | Please make MRAID compatible for in-app use |
* Initial load size may be lower due to specific publisher requirements. Please refer to media agency specifications.
Branding
Dimensions | Initial load* | Device(s) | Click tag | Notes |
930×180 | 100 KB | Desktop | See specs | |
300×600 | 100 KB | Desktop | See specs | |
160×600 | 100 KB | Desktop | See specs | |
320×320 | 80 KB | Mobile | See specs | Please make MRAID compatible for in-app use |
320×160 | 80 KB | Mobile | See specs | Please make MRAID compatible for in-app use |
* Initial load size may be lower due to specific publisher requirements. Please refer to media agency specifications.
Video ad specifications
Performance
Video specs
Dimensions | Max file size | File format | Codec | Video length | Frame rate |
1280×720 | 10 MB | MP4 | H.264 | Max 30 seconds | Max 30 FPS |
640×360 | 10 MB | MP4 | H.264 | Max 30 seconds | Max 30 FPS |
Video audio specs
File type | Bitrate | Sampling rate |
MP3 or AAC | 128 Kbps | 44,1 KHz |
Companion banner (optional)
Dimensions | Max file size | File type | Animation | Frame rate |
300×250 | 100 KB | Image (GIF, JPG, PNG) | Max 30 sec | 24 FPS |
300×60 | 100 KB | Image (GIF, JPG, PNG) | Max 30 sec | 24 FPS |
Branding
Video specs
Dimensions | Max file size | File format | Codec | Video length | Frame rate |
1280×720 | 10 MB | MP4 | H.264 | Max 30 seconds | Max 30 FPS |
640×360 | 10 MB | MP4 | H.264 | Max 30 seconds | Max 30 FPS |
Video audio specs
File type | Bitrate | Sampling rate |
MP3 or AAC | 128 Kbps | 44,1 KHz |
Companion banner (optional)
Dimensions | Max file size | File type | Animation | Frame rate |
300×250 | 100 KB | Image (GIF, JPG, PNG) | Max 30 sec | 24 FPS |
300×60 | 100 KB | Image (GIF, JPG, PNG) | Max 30 sec | 24 FPS |