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Ad Specifications

Make sure your creative is the perfect fit


All Display Specifications


File Size

  • 150KB max initial load
  • 2.2MB Total
  • Backup image 40KB Max must be included
  • Third party ad tags can be used to deliver files

Accepted Formats

  • Image: JPEG, PNG, GIF
  • Backup image must be static


  • 120×600
  • 160×600
  • 728×90
  • 468×60
  • 300×250
  • 300×600
  • 180 x 150
  • Please enquire about all other sizes (subject to availability)


  • 15 seconds recommended (looping 3 times)
  • 30 seconds maximum (looping 3 times)
  • Max user-initiated play (click required): 4 minutes
  • Frame rate: 24fps max

General Requirements

  • Third party ad tags accepted from all major ad servers
  • Border: that is a different colour to the main body of the ad for both Flash and GIF
  • Landing Page: must relate to the product and brand represented in the creative
  • Looping no more than 3 times
  • Total animation length (including all looping) should be 30 seconds or under
  • If The Exchange Lab is hosting the creative, please include impression and click trackers

Best Practice


To ensure continued reach across all modern browsers and device types, The Exchange Lab recommends building all creative using HTML5.

Any creative built using HTML5 must comply with the IAB standard guidelines as well as those listed below.


HTML5 Guidelines

×     The primary asset of your HTML5 creative is the HTML file. This is the entry point for your creative. It must be a complete HTML document that includes at least one click tag and can load into an iFrame. DCM serves the iFrame along with your assets
×     Other files: Include any other files that are referenced by the HTML file
×     Do not include any files that are not referenced
×     Supported file types: HTML, HTM, JS, CSS, JPG, JPEG, GIF, PNG, JSON, XML, and SVG
×     All vendor technologies must be certified in HTML5
×     Include one or more click tags in your HTML file. Click tags allow The Exchange Lab ad server to pass a click-through URL to the creative and track clicks
×     Make sure your banner uses the click tag variable as the click destination
×     We do not recommend hard-coded click-through URLs in your HTML file because that prevents DCM from tracking clicks
×     Please ensure a backup image is provided (JPEG or GIF, non-animated, 40KB max)
×     Any 3PAS which delivers a file size over 150KB must use initial/polite loading. The initial max load is 150KB and the total max load (including polite) is 2.2MB

Example of a click tag inserted in an HTML doc:

<meta name=”ad.size” content=”width=300,height=250”>
<script type=”text/javascript”>
var clickTag = “”; </script>
[The rest of your creative code goes here.] </html>

Ensure your creative uses the click tag variable as the click-through URL:

<a href=””>
<img src=”images/dclk.png” border=0>

Banned Attributes

  • Fake links/cursors/simulation of activity
  • Auto initiated audio ads: ads that auto play an audio file upon loading without user initiation
  • Malware: software that is intended to damage or disable computers and computer systems
  • Undeclared landing pages: landing pages that do not match the advertised content on the banner
  • Misleading ads
  • Ads that automatically redirect a user to a different page upon loading without user initiation

SSL Compliance

  • All elements of your tags and tracking should be SSL compliant, this includes aby 4th party calls
  • Tags/URLs that are non-SSL will not be eligible to run on secure inventory (HTTPS) and will greatly impact campaign performance and reach
  • Currently 50% of Google ADX inventory requires a secure creative. From June 30th 2015 the requirement is that all creative must be secure
  • For more information on SSL compliance please contact your Exchange Lab account manager

Naming Conventions:

Please ensure that third party tags have the following within the placement naming conventions:

  • A campaign and/or product name (e.g. ALWAYSON, WINTERSALE, 2WEEKOFFER)
  • Tag set version number (e.g. Tag1, T1, Placement1, P1)
  • No duplication of placement names across tag sets

Approved Ad Serving Partners:

The Exchange Lab supports all major Ad Serving Vendors including Adform, Atlas, Eye Return, Flash Talking, Sismek, Pointroll and OpenX and all video ad servers that are VAST 2.0 compliant.

Third Party Tags File Format

Please send your third party tags in CSV format wherever possible. They should include both iFrame and JavaScript versions of the tag with all placeholders for macros included (click and random number).

Creative Feedback

We will provide initial feedback on any issues with creative within 1 working day. We will then follow up with any further feedback we receive from our platforms which can take up to 24 hours.

4th Party calls:

Please ensure that all 4th party calls are approved compliant with Google’s approved vendor certification. See further details: