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Display Creative Specifications

Already have display creatives? No problem! Let's make sure they meet our specifications.

Display creatives are used for our Display Ads, Exact Target, and Alt Reach products. Below is the types of display creatives we accept.

Display ads can be delivered as any of the following formats:

Image Files

Best Performing Ad Sizes

  • Display: 160x600, 300x250, 728x90, 300x600
  • Mobile: 300x50, 320x50
  • Other sizes we accept: 1000x90, 1020x250, 120x240, 120x60, 120x600, 125x125, 180x150, 230x600, 250x250, 300x240, 320x250, 400x400, 468x60, 600x75, 728x90, 970x250, 980x250, 994x250, and many more.

Specifications

  • File types: JPG, PNG, or GIF
  • Max file size: 150 KB (applies to both first-party and third-party ads)
  • Image quality: Must be clear, relevant, and fully occupy the ad space
  • Text: Must be legible
  • Orientation: No sideways or upside-down images allowed
  • Segmentation: No segmentation or multiple copies of the same creative within one ad
  • Background: For partially black or white backgrounds, include a visible contrasting border
  • Click action: Clicking the ad must open a new page
  • Animation: Max 15 seconds looping, then must remain static

Third-Party HTML or JavaScript Ad Tags

The following third-party ad tags are supported for use on our exchanges (selected examples):

  • Adara, Adform, Adobe Flash, AdRoll, DoubleClick, Google, MediaMind, OpenX, Rubicon Project, The Trade Desk, and many others.

(Full list available upon request)

HTML5 Creative Specifications

HTML5 creatives are full HTML pages displayed inside an iFrame with specific guidelines:

  • Restrictions: No dynamic or expandable creatives
  • Browser compatibility: Must gracefully degrade if unsupported features are used
  • Meta tag: Include ad dimensions in <head> via <meta name="ad.size" content="width=300,height=250"/>
  • Backup image: Required for users with JavaScript disabled
  • File sizes:
    • Initial load: Max 300 KB (200 KB recommended)
    • Subload: Max 600 KB
    • Total file size: Max 5 MB
  • File packaging:
    • Single root HTML file with supporting assets
    • ZIP file max 10 MB compressed, max 100 files
    • Allowed file types: HTML, JS, CSS, MP4, JPG, JPEG, GIF, PNG, SVG

Click Tag Parameters for HTML5 Ads

  • Click tags define destination URLs in HTML5 ads and are case-sensitive
  • Clicking must open the landing page in a new window
  • Multiple click-through URLs can be used for different actions
  • Example code snippet for retrieving clickTag:
var clickTag = getParameterByName("clickTag") + encodeURIComponent("http://www.landingpage.com");