The display advertising specification according to IAB (Interactive Advertising Bureau).
The IAB Display Ads Guidelines are a set of recommendations developed by the Interactive Advertising Bureau (IAB) to ensure that display ads are high-quality, user-friendly, and non-disruptive. The guidelines cover a wide range of topics, including ad size, file size, creative content, and user experience.
Here are some additional specific guidelines for IAB Display Ads:
- Ad size: The IAB recommends using standardized ad sizes to ensure that ads display correctly across different devices and platforms.
- File size: The IAB recommends keeping ad file sizes small to improve page load times.
- Creative content: The IAB recommends using high-quality creative content that is relevant to the target audience.
- User experience: The IAB recommends designing ads that are user-friendly and do not interfere with the user's ability to view and interact with the content on the page.
Ad unit Name |
Fixed Size (px)* |
Max. K-Weight (kB) |
|
|---|---|---|---|
| Initial Load | Subload | ||
| Billboard | 970×250 | 250 | 500 |
| Smartphone Banner | 300×50 or 320×50 | 50 | 100 |
| Leaderboard | 728×90 | 150 | 300 |
| Super Leaderboard/ Pushdown | 970×90 | 200 | 400 |
| Portrait | 300×1050 | 250 | 500 |
| Skyscraper | 160×600 | 150 | 300 |
| Medium Rectangle | 300×250 | 150 | 300 |
| 20×60 | 120×60 | 50 | 100 |
| Mobile Phone Interstitial | 640×1136 or 750×1334 or 1080×1920 | 300 | 600 |
| Feature Phone Small Banner | 120×20 | 5 | N/A |
| Feature Phone Medium Banner | 168×28 | 5 | N/A |
| Feature Phone Large Banner | 216×36 | 5 | N/A |
The fixed size ad units are recommended as part of the new ad portfolio. These have been recommended based on Attitudes and Usage Study to determine which of the ad units, contribute to the majority of revenue and are sufficient to advertise across multiple screen sizes.
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The IAB New Ad Portfolio comprises native ads, display ads and new media experiences such as emoji ads, virtual reality ads, augmented reality ads and 360-degree image and video ads. The transition’s main focus was to create lightweight, cross-screen, and flexible size ads that execute LEAN principles. The four principles of LEAN are:
- Light: Ads should be lightweight and load quickly so that they do not slow down page load times.
- Encrypted: Ads should be served over HTTPS so that user data is protected from eavesdropping.
- Ad Choices Supported: Ads should provide users with clear and easy-to-find options to control how their data is used for advertising purposes.
- Non-invasive: Ads should not be disruptive or interfere with the user experience.
The New Ad Portfolio focuses on a more satisfactory user experience, more rapid load performance and non-disruptive ad content based on the following principles:
- Respect: A user's primary objective is consuming publisher content.
- Control: A consumer can control his/her advertising experience.
- Choice: A consumer can decide what type of content they want to experience and for how long.
By following the IAB Display Ads Guidelines, advertisers can create ads that are effective, user-friendly, and compliant with industry standards. This will help to improve the overall quality of online advertising and create a more positive experience for both advertisers and users.