Guidelines for HTML5 display creatives

You can serve HTML5 display creatives by assigning them to display line items. HTML5 display creatives also need to meet the following requirements to serve on various exchanges. Please adhere to all other guidelines issued by the IAB.

Content requirements

To run on Display & Video 360, all creatives must follow the creative content and policy guidelines.

Common display ad sizes

Below are the most common display ad sizes, but different sites, apps, and regions support other sizes. To check the dimensions of all available inventory that matches your targeting, create an Inventory Availability report.

  • Square and rectangle: 250 × 250, 300 × 250, 320 × 320, 336 × 280
  • Skyscraper: 120 × 600, 160 × 600, 300 × 600, 300 × 1050
  • Leaderboard: 468 × 60, 728 × 90, 800 × 250, 970 × 90, 970 × 250
  • Mobile: 300 × 50, 300 × 100, 320 × 50, 320 × 100, 320 × 480, 360 × 592, 360 × 640, 375 × 667

Asset requirements

Clickthroughs
  • HTML5 display ads must use click tags to direct users to a landing page from the ad.
  • The click tag should be easy for the ad server to read. Don't use a code minifier on the click tag.
  • When someone clicks the ad, the landing page must open in a new tab or new window.
Animation Ads can animate for no longer than 30 seconds.
Autoplay
  • Ads that autoplay audio are prohibited.
  • Ads can autoplay video, as long as the audio is muted.
Pop ups Ads that spawn popups or surveys are prohibited.
Download size Display & Video 360 limits the total file size of all creative files downloaded by a person's browser when an ad serves to a maximum of 5 MB. Keep in mind that publisher specifications may require a smaller download size.
Cookies A maximum of 25 cookies can be set per ad.
HTTP calls An HTTP call is any external file or resource loaded by your ad (for example, an impression tracker from a third-party). A maximum of 100 HTTP calls are allowed per ad.

Supported file types

HTML5 creatives must be compressed in a ZIP file. You can include the following file types inside an HTML5 ZIP file:

HTML, style, and script files .html, .htm, .css, .js
Images .jpg, .jpeg, .gif, .png, .svg
Font .dfont, .eot, .otf, .tte, .ttf, .woff, .woff2

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