Digital Advertising creative specifications.

In order for a campaign to run it is imperative that its creative complies with our ad specifications. Non-compliant creatives risk being excluded from premium publishers and up to 47% of global inventory.

The digital audit evaluates creatives against the standards and specifications detailed below. Please ensure that creative reaches us at least 48 hours prior to any campaign start date.

We accept HTML5 as well as JPG and GIF formats.

Note: The industry is likely to move to flexible ad formats which will scale for different devices. Ve will keep clients informed of any major developments.

Display ads

Here is an outline of the general creative requirements for the display ads we serve.


File types
Static ad file type GIF, JPG, PNG
HTML5 ad file format ZIP containing HTML and optionally CSS, JS, GIF, PNG, JPG, JPEG, SVG. A maximum of 40 files may be contained in the ZIP file per ad.
File size 150 KB maximum
Image sizes
Square and rectangle
240 × 400 Vertical rectangle
250 × 250 Square
250 × 360 Triple widescreen
300 × 250 Inline rectangle
336 × 280 Large rectangle
580 × 400 Netboard
120 × 600 Skyscraper
160 × 600 Wide skyscraper
300 × 600 Half-page ad
300 × 1050 Portrait
468 × 60 Banner
728 × 90 Leaderboard
930 × 180 Top banner
970 × 90 Large leaderboard
970 × 250 Billboard
980 × 120 Panorama
300 × 50 Mobile banner
320 × 50 Mobile banner
320 × 100 Large mobile banner
Animation length and speed Animation length must be 30 seconds or shorter Animations can be looped, but the animations must stop after 30 seconds Animated GIF ads must be slower than 5 FPS

Note: There must be a backup static ad file supplied with all HTML5 ads.

When creating HTML5 ads, remember to define the clickTag with a click-through URL.

We advise using the Google AdWords HTML5 validator to check the HTML5 ads before submitting to be served in any campaign, by clicking here.

For a full list of ad sizes and specifications please see the IAB guidelines click here.


We can also use third-party ad tags. The actual ads files trafficked through the tags must adhere to the same requirements as listed for static/HTML5 ads (i.e. size, format, animation duration, etc.).

Some ad exchanges require the ad server to be a certified third-party vendor such as Google’s Ad Exchange (click here).

Here are the general specifications for the ads trafficked through third-party ad tags:

Initial load size 150 KB maximum is recommended for the fastest initial load time.For an optimum viewer experience, we recommend compressing and using the minimum required assets in initial load.Total non-viewer initiated load size*: 2.2 MB maximum.*Total non-viewer initiated load size includes initial and subsequent/polite loads.
Viewer-initiated load size Up to 10 MB per interaction.2.2 MB maximum total load size is recommended for optimum performance.
CPU capacity usage For an optimum viewer experience, third-party served ads must not exceed 40% of the central processing unit (CPU) capacity of a viewer’s computer. Common causes of high CPU usage are continued animation, heavy animation sequences and animation that surpasses the 30-second limit. If applicable, then you can use the Task Manager feature in Windows to check for compliance with this rule.
Animation length Maximum host-initiated play: 30 seconds
Maximum user-initiated play (click required): 4 minutes

We follow Google’s advertising policies for third-party ad tag requirements, so for detailed information on this please click here.

Video ads

Ve automatically optimises video for delivery across a range of parameters, thus physical creatives are preferred.

If redirects are provided, please ensure the linked creative meets the specifications below.


  • FLV, MP4, WebM of which the MP4 is a requirement
  • Aspect Ratio: 16:9 is preferred
  • Maximum file size: 10 MB
  • Maximum spot length: 30s


Video Codec:
  • Recommended bitrate <1500 bit/s
  • Aspect ratio 16:9 or 4:3
  • Framerate 30 FPS
  • Codecs H264
Audio Codec:
  • Recommended bitrate 128-192 bit/s
  • Codecs AAC-LC or HE-AACv1
  • Bitrate 128 Kbps - constantly
  • Sampling rate 44,1 KHz
  • Volume Control -23 LUFS (+/- 1LU) in the EU as per EBU-recommendation R128