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.

Please hold your device in landscape mode for viewing this part of the content.

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.