The ad must adhere to 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 now allowed.
  • Creative causing degradation of site performance (including excessive file weights) 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 opens into 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 detailed format requirements please visit

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
  • 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 landing page that requests Personally Identifiable Information.
  • Exact offer in the creative is not actionable on the 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 advertiser country's currency.
  • 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.