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Ad Specs and Creative Requirements

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Display Ads General Requirements

  • Required top performing display creative sizes: 970×250, 970×550, 300×250, 1080x1350, and 1080x1080.

    • Recommended creative sizes: 600x600, 600x750

    • Optional creative sizes: 728x90, 300x600

  • Creative Concepts

    • Please be sure to share a zip file of your creatives organized by file size > each creative concept

      • 1 Creative Concept should contain top-performing creatives (300×250, 970×250, 970×550, 1080x1350, 1080x1080), all of the same look/feel and creative messaging

      • Please avoid mixing different file formats, i.e., 1 concept – all gifs in top sizes or all jpgs in top sizes

    • We recommend a maximum of 3 creative concepts per line item.

  • All creatives that have a white or gray background must have a border around the image of at least 1px thick.

  • Creatives have a clear “Call to Action”

  • Creatives display your company logo.

Click-Through URLs

  • Always use the original links to content.

  • Do not use bit.ly or other URL shorteners. 

    • Shortened URLs are listed in Spamhaus and can negatively affect overall email delivery.

  • Please be sure to check and confirm that URLs include only the approved Click-URL Macros and Accepted Characters

    • Please be sure to avoid using ${US_PRIVACY} macro as it is not supported on the backend.

Standard Display Specifications

Required Creative Size(s)

300×250, 970×250, 970×550, 1080x1350 (ratio 4:5), 1080x1080 (ratio 1:1)

Recommended Creative Size(s)

600x750 (ratio 4:5), 600x600 (ratio 1:1)

Optional Creative Size(s)

728×90, 300×600

File Type

 PNG/JPG/GIF

Max File Size

Standard display: 250KB

GIF/Animated Teaser: 4MB

Border Requirements

Creatives with white backgrounds must have borders of a different color at least 1 pixel thick.

GIF Requirements

Complete creative rendering must be in the first frame of animation.

Animation Length 

:08 seconds max; 5 fps; animations can be looped 3x but must stop after 30 seconds max

Third-Party Tags Accepted 

 Yes

1×1 Impression Tags Accepted

 Yes (LiveIntent only accepts standard tags or no-script section of JavaScript tags)

Animated Teasers Specifications

through managed service or The Trade Desk

 File Size

Maximum file size of 4MB

Animation Length 

:08s max

Please note: Animations can be looped but must stop after 30 seconds

Frame Rate

10 fps

Creative Requirements

  • 3-5 creative concepts per ad size recommended

  • Complete creative rendering must be in the first frame of animation

Third-Party Tag Specifications

Assets Required 

For optimal performance, please provide a 1×1 impression tracker, a click tracker, and an image file for each placement.

Please make sure the Static Tags (Standard Images and/or no script section of Javascript tags) are running the same creatives as the Javascript tags in order to ensure the correct images serve.


If you are currently using DCM standard tags, we ask that you provide the following as soon as possible:

  • Raw image asset

  • 1 X 1 impression tracker

  • Click tracker

Creative Size(s)

300×250, 970×250, 970×550, 728×90, 160×600, 300×600

File Type

PNG/JPG/GIF (no Javascript or Flash)

One creative per placement. There is no creative or campaign rotation

 File Size

Maximum file size of 250KB

Animation Length 

30 seconds max; 5 fps; 3 loops 

Native Ads General Requirements

  • Creatives have a clear “Call to Action”

Native Ads Specifications 

Creative Requirements

Sponsored by

25 character maximum 

Headline

 25-90 characters

Image Format

Image Format 1: 1200×627 pixels, 1.91:1

Image Format 2: 1200×1200 pixels, 1:1

GIF: Max frame rate (30fps)

Max file size for GIFs and Static Images is 1200KB

Body Text

Body Text 1: 50-150 characters 

Body Text 2 (Optional): 151-250 characters

CTA

15 characters

Please note: Images for Native Ad Blueprint creatives can support a maximum file size of 1200 KB.

Please note: Logos for Native Ad Blueprint creatives can support a maximum file size of 250KB.

Native images vs logos: Native images are the images featured in a native creative, while native logos are the images of advertiser logos that are used above the featured image to notate the sponsorship.

 

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