All ads have to comply with the IAB standards. Below are some of the main aspects to think about. The full IAB standard can be found here: https://iabtechlab.com/wp-content/uploads/2016/04/HTML5forDigitalAdvertising2.0.pdf
Graphical & technical requirements
- Animated ads may not exceed 15 seconds. No looping beyond 15 seconds.
- Ads with white or very bright background need a clearly visible border.
- Any sounds need to be user initiated.
- Strobing or flashing backgrounds are not permitted.
There are two ad formats to choose from, either image ads or rich media ads (HTML5 ads).
- Upload limit: 5
- File type: JPG, JPEG, PNG, GIF
- File size: Max 300kB (<150kB is recommended)
- File size for image ads is recommended to stay under 150kB. We allow image ads up to 300kB, but ads over 150kB may be rejected by some supply partners and this will limit campaign performance.
Rich media ads (HTML5 ads)
- Upload limit: 5
- File type: ZIP
- File size: Max 500kB (<150kB is recommended)
- Initial load size for rich media ads (HTML5 ads) is recommended to stay under 150kB. We allow rich media ads up to 500kB, but ads over 150kB may be rejected by some supply partners and this will limit campaign performance.
- All HTML5 creatives must be uploaded in a single zip file each:
- The zip file must contain one (and only one) index.html file that resides at the root of the zip file and not in a subfolder.
- The index.html file should be a complete and valid HTML document that includes the <html>, <head>, and <body> entities.
- No clickTag management should be added on html5 ads as Dun & Bradstreet adds it’s clickTag in the ad. Having two clickTags will result in simultaneously opening two or more tabs on one ad click.
- The ad size (width and height in pixels) needs to be set in the HTML by adding a tag named “ad.size” as in the example below:
- <meta name=”ad.size” content=”width=300, height=250”>
Recommended ad sizes
It is important to match the dimensions of the creatives to the dimensions of the ad spaces available in the target accounts’ country. Below are the most common global ad sizes (width x height in pixels) ranked by reach:
Ad sizes for rich media ads (HTML5 ads)
For HTML5 ads the ad size (width and height in pixels) needs to be set in the HTML by adding a tag named “ad.size” as in the example below:
<meta name=”ad.size” content=”width=300, height=250”>
For more details, please have a look at section 3.2 in the IAB ad specification: https://iabtechlab.com/wp-content/uploads/2016/04/HTML5forDigitalAdvertising2.0.pdf
All accepted ad sizes
A full list of accepted ad sizes can be found here: