The Exchange Lab - Powered By Proteus

Ad Specifications

Make sure your creative is the perfect fit


All Facebook Specifications


File Size

  • 50 KB recommended
  • 500KB max

Accepted Formats

  • GIF
  • JPEG
  • PNG
  • Static Image Only


Right Hand Side

  • 254×133
  • Also accepted:
  • 600×315 & 1200×627

News Feed

  • 600×315
  • Also accepted: 200×200 & 1200×627

Creative Elements

Right Hand Side:

Image: 500KB max
Title: 25 characters
Body: 90 characters

Character limit includes spaces


Image: 500KB max
Title: 55 characters
Body: 145 characters
Message: 500 characters
Click URL: 1024 characters

Character limit includes spaces


  • Characters must not start with a special character such as “£” or ”$” GIF, JPG, PNG
  • Desired landing page (cannot link to Facebook pages; must link to pages away from Facebook)
  • Impression tracker (secure)
  • Text within the image must be less than 20% of the total creative design

Aspect Ratio

Consistent aspect ratio: 1.91:1

Best Practice

Page Permissions

The Exchange Lab needs to be granted access to the Advertiser Facebook page for the following platforms;

  • AppNexus
  • DoubleClick Bid Manager
  • MediaMath
  • The Trade Desk

In order to do this, please follow the below steps:

1) Provide The Exchange Lab with the following;

  • Facebook URL
  • Full Advertiser name (e.g. Coca-Cola Enterprises Ltd)
  • Full Advertiser Address and Postcode
  • Facebook Page ID

2) The Facebook page administrator will then have different actions depending on the DSP requested by The Exchange Lab team.

  • DBM

 i.     Enter the platform email to setup the page role and select ‘Advertiser’
ii.     Enter as an email and choose ‘Advertiser Page Role’

  • The Trade Desk, MediaMath and AppNexus

i.     Receive notifications from each DSP requesting access to the Advertiser Facebook page. It may take up to 48 hours to receive the notification
ii.     Within the Advertiser Page Settings in Facebook, under the Page Roles Tab, the page admin should see a request from the DSPs for ‘Analyst and Advertiser Roles’ (Please see Facebook help centre ‘Ad Accounts and Permissions’ page for more information)
iii.     The page administrator should then click on ‘Respond to Request’
iv.     The administrator must select ‘Give The Trade Desk access to my page’
v.     The page administrator must then ‘Approve Request’

SSL Compliance

  • All elements of your tags and tracking must be SSL compliant, this includes aby 4th party calls
  • 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 convention

  • 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:

Impression and click tracking URLs from all major ad serving vendors are supported. This includes Adform, Atlas, Eye Return, Flash Talking, Mediamind, Mediaplex and OpenX.


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.