In the text below the most common requirements for an Ad which runs on supported inventory sources are listed.

Common Technical Requirements

  • Animation length: no longer than 30 sec.
  • Accepted file types: JPEG, .GIF, .SWF (Flash), DHTML.
  • Cannot contain auto-video, auto-audio, or auto-expandable.
  • Excessive file weight (initial load size bigger than 50K) not allowed (depending on ad dimensions).
  • All Flash ads should support the clickTAG variable.
  • Supports Standard Rich Media.
  • Take Over creative not allowed.
  • Animated GIF ads must have a frame rate which is not faster than 5 fps.
  • Flash ads must have a frame rate which is not faster than 18 fps.
  • Ads that shake or have high frequency flicker rates (between 5 – 30 transitions per second) are not allowed.
  • Creative cannot be from or make a call to an unapproved adserver.
  • Pop ups, surveys or any ad that spawns them are not allowed.
  • Colonizing ads that spawn additional windows or messages beyond the original advertising message are not allowed. Ads must open in a new tab or a new window only.
  • On all .gif and .swf ads with partially black or white backgrounds a visible border of a contrasting color to the majority background color of the ad must be added.
  • The most common ad dimensions include:
  1. 120x600;
  2. 160x600;
  3. 300x250;
  4. 468x60;
  5. 728x90.

Please consult the format/size requirements for each individual network.
All other standards, as issued by the IAB regarding ad guidelines, should be adhered to.

Common Content Requirements

  • Spyware, malware viruses, ActiveX etc. result in removal of the ad.
  • Non-functional, deceptive or misleading elements or content are not allowed.
  • Ads cannot appear as if they are actually content or links on a publisher’s site. They must be distinguished from content.
  • No privacy policy on a landing page that requests PII results in the ad prohibition.
  • Exact offer in the creative must be actionable on a landing page (example: if 15% off is offered in the creative, 15% exactly must be advertised on the landing page).
  • Non-US landing pages are okay, but any prices shown in creatives must be in the currency of the country of an advertiser.
  • Windows Live currently only accepts creatives in English; and Windows Live Latino only accepts creatives in English and Spanish.
  • Content restrictions: Banners of RTB campaigns must not have any sensitive information from these categories: politics, dating, religion, video games (casual & online), ringtones & downloadables, get-rich-quick, weight loss, cosmetic procedures & body modification, drugs & supplements, sexual & reproductive health, consumer loans, free gifts, quizzes & surveys, misleading claims, references to sex & sexuality. Prohibited content also includes tobacco/weapons, nudity, defamatory/hate content, illegal activities, profanities, exploitation (includes international dating etc.), spyware, extra-specific targeting, fake operating system interface, gambling; children's content is prohibited from prompting personally identifiable information (P.I.I.), political creatives cannot use “hot-button issues”, web-based colleges must be accredited. No potential brand competitors, no misappropriation of logos or brand.
  • Compliance with AdChoices program, if applicable (for Microsoft AdExchange).
  • Competitive Exclusion is not allowed (which includes Publisher Specified Requirements, or covers other Publisher filtering).
  • Inappropriate content is not allowed (pornography, racist, gambling etc.)

Additional Flash Requirements

For the clickTag implementation, please refer to the clickTAG Variables section.

Google AdX

The ad must match with the following Google AdX-specific requirements:

Size and format requirements

  • Accepted file types: JPEG, .JPG, .PNG, .GIF, .SWF (Flash).
  • File size: not larger than 50K.
  • Animation length: not longer than 30 seconds.
  • Animated GIF ads must have a frame rate not faster than 5 fps.
  • Flash ads must have a frame rate not faster than 20 fps.
  • Creative cannot be from or make a call to an unapproved adserver.
  • Cannot contain auto-video, auto-audio.

The following ad dimensions are accepted for animated and non-animated ads:

  • 120 x 240;
  • 120 x 600 Skyscraper;
  • 125 x 125;
  • 160 x 600 Wide skyscraper;
  • 180 x 150;
  • 200 x 200 Small square;
  • 234 x 60;
  • 250 x 250 Square;
  • 300 x 50 Mobile leaderboard;
  • 300 x 250 Inline rectangle;
  • 320 x 50;
  • 336 x 280 Large rectangle;
  • 468 x 60 Banner;
  • 728 x 90 Leaderboard.

Note:  "300 x 50 Mobile leaderboard" size is not allowed for Flash ads.

Info: more technical details are available at Adwords Ad Requirements.

Content Requirements

  • Only conventional graphical layout is allowed: ads must occupy the entire space of the image size you have chosen. Ads cannot appear sideways or upside down. Ads cannot be segmented, contain multiple copies of itself within the ad, or, otherwise, appear to be more than one ad.
  • Ad images must be clear, recognizable, and relevant. Text, appearing in the ad images, must be legible. No low quality or blurry images are permitted.
  • Strobing, flashing backgrounds, or otherwise distracting ads are not allowed.
  • Ads cannot mimic news articles and features. They, also, may not contain screenshots of Google AdWords text ads or otherwise simulate an AdWords text ad in any way.
  • Image content and associated website content must be family safe. Any image ads that contain Non-Family Safe or Adult material in the ad or a website will not be accepted.
  • „Trick to click“ ads not allowed: ads cannot pretend to be a system or a site warning. Ads cannot mimic or resemble Windows, Mac, or Unix dialogue boxes, error message, etc. Ads can have mock animated icons or features such as button images as long as the purpose of these features can be achieved on a landing page.
  • Ads can have mock animated features or icons as long as the functionality works or the purpose of these features can be achieved on a landing page.
  • The sole purpose of an ad cannot a contest or game, or a winning of prizes. However, ads can promote sweepstakes and contests on their sites (specific to animated ads).
  • "Mousing effects" do not have to be user initiated. Ads can simulate mouse or computer actions like mimicking the movement of a mouse icon within the parameters of the ad, as long as the mousing effects stop after 5 seconds (specific to animated ads).
  • Must match with content restrictions (no politics, dating, religion, video games (casual & online), ringtones & downloadables, get-rich-quick, weight loss, cosmetic procedures & body modification, drugs & supplements, sexual & reproductive health, consumer loans, free gifts, quizzes & surveys, misleading claims, references to sex & sexuality etc.).

Info: Ad must conform to the AdX Content Policy. Full details available at AdX Policy Center.

Additional Flash Requirements

  • Tracking event constraints: AdWords does not allow the specific tracking of user interactions that do not involve clicks.

Tracking parameters that are not allowed include:

  • View-through tracking;
  • Key-modifier tracking;
  • Mouse location tracking.
  • Other behaviors: The AdWords system reviews a code of all Flash ads as they are uploaded.

The following coded behaviors have restrictions on their use:

  • Extra calls: Your ad code cannot make external server calls for additional JavaScript or other functionality. All functionality must be localized to the code itself.
  • Tracking bypass: You cannot change the behavior of your ad in order to avoid or eliminate the AdWords redirect URL.
  • Destination changes: The ad should direct users to a web page with the appropriate destination URL. It should not open the destination URL within the ad iFrame itself.
  • Cursor behavior: Your ad may affect or change a user's mouse cursor (arrow) within the parameters of the ad, but the user should be able to stop this interaction if it is non-user initiated or it should auto-stop after 5 seconds.
  • Random numbers: Your ad may not include code that generates or uses random numbers.
  • Other disruptive behaviors: Ads may not be designed or coded to circumvent the basic and usual AdWords flow. This includes (but is not limited to) an ad being displayed normally to users, Google registering an impression, and a click directing the user to the destination URL indicated by the advertiser in their AdWords account.

Info: For more details on the Flash, including detailed technical specifications, please refer to the official Flash help center.

Expandable Banners on Google AdX

Both click-to-expand and rollover-to-expand expandable creatives are allowed, and can expand in one or more directions as declared in RTB responses. Maximum expanded dimensions are summarized in the following table.

Other Specifications

  • Expand: on click or on rollover (configured by publishers)
  • Close: on click or mouse off
  • Max file size: 50K, 2.2MB polite
  • Required controls: Panels must contain a prominent Close X, in 16pt font or larger, on the corner of the unit

Info: click the following links for more information on Single file Expanding banner and Expanding banner.

Microsoft Ad Exchange

The ad must match the following Microsoft Ad Exchange-specific requirements:

Size and format requirements

  • Animation/looping is limited to the first 30 seconds (15 sec for US campaigns).
  • Cannot contain auto-video, auto-audio, or be expandable.
  • Pop ups or any ad that spawns them are now allowed.
  • Creative causing degradation of the site performance (including excessive file weights) is not allowed.
  • Cannot have fake close behavior (when you attempt to leave a page and another dialogue box appears) or fake operating system interface.
  • Ad should open in a new browser tab or window.
  • Creative must feature a one pixel border (grey [#666666] or black recommended, though any colour that clearly distinguishes the ad from the content may be used).

Standard Exchange Ad dimensions include:

  • Button 120x60;
  • Button 120x90;
  • Banner 120x240;
  • Skyscraper 120x600;
  • Skyscraper 160x600;
  • Rectangle 180x150;
  • Banner 234x60;
  • Rectangle 300x250;
  • Rectangle 380x200;
  • Banner 468x60;
  • Banner 728x90.

Info: for the detailed format requirements please visit advertising.microsoft.com/europe/home

Expandable banner dimensions and other criteria:

  • Expand: on click or on rollover.
  • Close: on click or mouse off.
  • Required controls: panels must contain a prominent Close X, on the corner of the unit.

Immediate Removal Criteria

  • Risqué or racy content.
  • Inappropriate/illegal content, (ex. language, violence, potential brand competitor, alcohol).
  • Any gambling ads – „instructional‟ included.
  • Misappropriation of MSN or syndicated partners' logos or brand.
  • Competitive Exclusion (which includes Publisher Specified Requirements or covers other Publisher filtering).
  • Any creative with multiple CAP violations.
  • Non-compliance with AdChoices program.
  • Promoting or containing malware, viruses, worms, corrupted files, or other material that jeopardizes user security and privacy.

Prohibited Content

  • No tobacco/weapons;
  • No nudity, nipples, area between navel and hip for non-bathing suit creatives;
  • No dating/singles creative that contain beds, no seductive poses, or meeting "specific individuals" (atmosphere should be casual);
  • No sexually suggestive content;
  • No defamatory or hate speech;
  • No illegal activity;
  • No profanity (“suck” or “I need a diet for my big butt”);
  • No suffering, violence, exploitation (includes international dating, overseas wife, etc.);
  • No Spyware or auto-downloads;
  • No extra-specific targeting- Yes “find jobs in Chicago;” No “West Coast singles 21-30 who want to work in Thailand”;
  • No spy cameras/systems (home surveillance and security systems are allowed);
  • No Windows dialogue boxes or fake error messages No photos of major political figures that could represent an endorsement;
  • No internet pharmacies for now. No unverified pharmacies - check Verified Internet Pharmacy Practice at nabp.net;
  • Gambling is only allowed state lotteries when ad appears in that state, and hotel/resort brick and mortar casinos.;
  • Children's content is prohibited from prompting personally identifiable information (P.I.I.);
  • Political creatives cannot use “hot-button issues”;
  • Web-based colleges must be accredited;
  • Audio must be user-initiated (except when MSN approves it on a case-by-case basis);
  • No privacy policy on a landing page that requests Personally Identifiable Information;
  • Exact offer in a creative is not actionable on a landing page (example: if 15% off is offered in the creative, 15% exactly must be advertised on the landing page);
  • Non-US landing pages are okay, but any prices shown in creatives must be in the currency of the country of an advertiser;
  • Windows Live currently only accepts creatives in English; and Windows Live Latino only accepts creatives in English and Spanish.

Info: Ad must conform to the MSN & Windows Live Creative Acceptance Policy. Please see the Creative Acceptance Policy Guide for further information.

Admeld

The ad must match the following Admeld-specific requirements:

Technical Requirements

  • The following ad dimensions are accepted:
  1. 120x20;
  2. 120x600;
  3. 160x600;
  4. 180x150;
  5. 200x200;
  6. 234x60;
  7. 300x50;
  8. 300x250;
  9. 300x600;
  10. 320x50;
  11. 336x280;
  12. 468x60;
  13. 728x90.
  • Auto-play, auto-expandable is not allowed.
  • Take Over creative (DHTML) is not allowed.
  • Colonizing ads that spawn additional windows or messages beyond the original advertising message are not allowed.
  • Ads must open in a new tab or a new window.
  • Ads containing adware/spyware, ActiveX, exit pops or viruses are not allowed.
  • Ads should not shake or have flicker rates between 5 – 30 transitions per second
  • Pop up, survey, polls not allowed.
  • All other standards, as issued by the IAB regarding ad guidelines, need to be adhered too (including looping and total animation time restrictions, etc.).

Prohibited Content

  • Nudity or sexually explicit advertisers or ads featuring sultry, suggestive or offensive material.
  • Deceptive or misleading ads; by definition this would be ads that do not clearly indicate the advertised entity or mislead customers.
  • Ads that resemble system dialogue boxes, error messages, etc.
  • Ads cannot appear as if they are actually content or links on a publisher’s site.

Appnexus Inventory Sources

Appnexus creative standards apply for the following inventory sources:

  • WebAds (Italy);
  • Emediate (Denmark);
  • Zodiac Active (Italy);
  • Hi-Media (Italy);
  • ADshark (Denmark);
  • CPX Interactive (Czech);
  • Marimedia (Czech);
  • Harrenmedia (Czech);
  • ReachJunction (Czech);
  • Creafi (Czech);
  • Rubicon (all).

Requirements

Ad Dimensions:

Standard:

  • 120x600;
  • 160x600;
  • 300x250;
  • 468x60;
  • 728x90.


Additional:

  • 120x60;
  • 120x90;
  • 120x240;
  • 180x150;
  • 234x60;
  • 380x200;
  • 930x180.

Expandable banner dimensions and other criteria:

  • Expand: on click or on rollover.
  • Close: on click or mouse off.
  • Required controls: Panels must contain a prominent Close X, on the corner of the unit.

Approved ad formats and specifications

  • Approved Ad Formats:
  1. Flash files (suggested version Flash 8 or lower);
  2. GIF, JPEG image files;
  3. 3rd Party Ad Tags from Approved Ad Servers only (HTML or raw JavaScript);
  4. DHTML.
  • Auto-expansion, page takeovers, etc. are not permitted (if a creative uses a roll-over to initiate audio without any delay, this will be marked as auto-initiated).
  • Expandables are not permitted currently.
  • Audio and/or video loops must be limited to 30 seconds.
  • Pop Ads are permitted where publishers allow them.
  • A landing page must open in a new window or tab rather than navigate away from the publisher's page.
  • The creative's brand or offer must match the creative's landing page brand or offer.
  • Creatives can rotate images but are not permitted to rotate brands.

The creative's brand must be on the AppNexus brand list. If necessary, Adform adds brands during the auditing process.

Prohibited Content

  • Promoting gambling (Paid, free, or gateway to paid gambling; with exceptions for Scratch Card sites, brick and mortar casinos or resorts, and state and national lotteries).
  • Have landing pages that do not meet the inventory content guidelines.
  • Depicting or delivering libelous, violent, tasteless, hate, defamatory, or illegal content.
  • Portraying partial or complete nudity, pornography, and/or adult themes and obscene content.
  • Simulating clicks, containing malicious code, viruses, or executable files of any kind.
  • Delivering surveys via floating layers.
  • Offers that lead to sites whose services in some manner include charging for government forms that are free or available for a lesser charge from the government site.

Specific Media

Ad Requirements

  • File size - not larger than 35k for image ads.
  • For flash ads - not larger than 50k.
  • Animation length: 30 sec max.
  • Framerate: 25-30 fps

Supported ad dimensions:

  1. 728x90;
  2. 300x250;
  3. 120x600;
  4. 160x600;
  5. 468x60;
  6. 930x180.

Improve Digital

Technical Requirements

  • The following dimensions are accepted:
  1. 120x600;
  2. 160x600;
  3. 300x250;
  4. 728x90;
  5. 468x60.
  • Prohibited elements:
  1. Audio (automatic or user initiated via click/roll over);
  2. Video.
  • Unacceptable formats:
  1. Expandable ads;
  2. Full page layer (float);
  3. Layer popout;
  4. Triple banner.

Prohibited Content

The following content will be blocked:

  • Blinking Ads (heavily blinking ads);
  • Text based ad's (like google text ads);
  • Various pop-up ads, incl. pop-up surveys;
  • Unverified hygiene products (e.g.Teeth Whitening/Improve Teeth).

Yieldlab

Ad Dimensions

  • 160x600;
  • 300x250;
  • 728x90;
  • Build/text-ads (a special German format for some publishers/agencies).

Prohibited Content

  • Pornography;
  • Racist;
  • Religious;
  • Political;
  • Tabacco;
  • Gabling;
  • Alcohol.