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General Specifications

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:

TinyPNG.com or TinyJPG.com

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:

Sizmek

Use the addEventListener() function and the PAGE_LOAD event.

Adform

Include the DHTML library and use the pageLoadComplete event.

DoubleClick

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