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IAB Display Advertising Guidelines

Display Creative Specs

Review file requirements, animation guidance, HTML5 best practices, standard IAB display sizes, mobile specifications, and publisher compatibility for effective banner advertising.

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Static Banners Animated GIF HTML5 Ads
On this page Requirements File Formats Standard Sizes Popular Sizes Compatibility

Creative delivery essentials

IAB Display and HTML5 Ad Guidelines

Prepare lightweight, accessible display creatives that load quickly, communicate clearly, and work consistently across publisher environments.

150 KB

File Size and Weight

  • Recommended maximum of 150 KB for display ads.
  • HTML5 ads may allow 200 KB or more by platform.
  • Keep files as small as possible for faster loading.
Some publishers may apply overage fees when a creative exceeds 40 KB.
IAB

Aspect Ratios

Standard banners should follow widely accepted IAB dimensions. HTML5 ads can offer richer interactions but must still fit approved display sizes and avoid disrupting the user experience.

15 SEC

Animation Duration

  • Keep GIF and HTML5 animation within 15 seconds.
  • GIF creatives should loop no more than three times.
  • Use subtle motion and avoid autoplay sound.
CTA

Click-Through Behavior

Use a clear and accurate call to action such as “Learn More,” “Shop Now,” or “Sign Up.” The destination and action should match the promise made by the creative.

MOBILE

Mobile Optimization

Display ads should work across desktop and mobile screens. HTML5 creatives should resize or adapt appropriately while preserving legibility, interaction targets, and visual hierarchy.

Creative file options

Supported Display Ad Formats

Select the format that best supports the campaign message, interaction requirements, and publisher environment.

Standard banner ads

Image-Based Formats

Reliable formats for static or lightweight animated display advertising across common publisher placements.

  • JPEG Best suited to photographic and static image creatives.
  • PNG Preferred for high-quality graphics and transparent elements.
  • GIF Suitable for simple, lightweight frame-based animation.

Interactive display ads

HTML5 Creatives

HTML5 ads use HTML, CSS, and JavaScript to create animated and interactive advertising experiences.

  • Rich Interaction Can support animation, hover effects, and interactive content.
  • Responsive Delivery Can adapt to supported desktop and mobile placements.
  • User Experience Motion should remain controlled, subtle, and non-intrusive.

IAB display dimensions

Recommended Display Ad Sizes

These widely used dimensions provide strong compatibility across display networks, publisher sites, desktop placements, and mobile environments.

Desktop Standard
728 x 90

Leaderboard

728 x 90 pixels

Common desktop format used in website header placements.

Most Popular
300 x 250

Medium Rectangle

300 x 250 pixels

Widely accepted across desktop, mobile, content, and sidebars.

160 x 600

Wide Skyscraper

160 x 600 pixels

Highly visible vertical placement for desktop sidebars.

336 x 280

Large Rectangle

336 x 280 pixels

Provides more room for messaging inside articles and blogs.

Mobile Standard
320 x 50

Mobile Leaderboard

320 x 50 pixels

Standard mobile banner for websites and app placements.

300 x 250

Mobile Medium Rectangle

300 x 250 pixels

Effective for in-article mobile and tablet placements.

970 x 250

Billboard

970 x 250 pixels

High-impact desktop format commonly placed above content.

300 x 1050

Portrait

300 x 1050 pixels

Immersive, prominent vertical placement for sidebars.

300 x 600

Half Page

300 x 600 pixels

Offers more space for rich media and interactive messaging.

Publisher acceptance

Built for broad inventory compatibility

Major advertising networks and publishers generally support standard IAB dimensions. HTML5 ads typically use the same common sizes while adding animation, interactivity, and rich-media capabilities.

  • Standard Banner Inventory Formats such as 728 x 90 and 300 x 250 are broadly supported across display networks and publisher websites.
  • Mobile Inventory Formats such as 320 x 50 and 300 x 250 are frequently accepted across mobile-optimized websites and applications.
  • High-Impact Inventory Larger formats such as 970 x 250 and 300 x 600 are used for premium, high-visibility placements.

Campaign-ready delivery

Need help preparing your display creative?

Crosstide Media can help you review dimensions, file weight, animation, HTML5 requirements, and publisher compatibility before your display advertising campaign launches.

Contact Crosstide Media Browse More Resources

Before you submit

  • Confirm the required ad dimensions
  • Optimize total creative file weight
  • Limit animation to 15 seconds
  • Use a clear and accurate CTA