The Exchange Lab - Powered By Proteus

Ad Specifications

Make sure your creative is the perfect fit


All Mobile Specifications


Accepted Formats

  • GIF
  • JPG
  • PNG
  • Third party ad tags accepted

File Size Limit

15 KB : 320×50
60 KB : 300×250
7 KB : 300×50
60 KB : 120×600
60 KB : 728×90
50 KB : 160×600
50 KB : 480 x 320
50 KB : 320 x 480
60 KB : 428 x 320
60 KB : 320 x 428
60 KB : 300 x 250
200 KB : 1024 x 768
90 KB : 1024 x 90
60 KB : 120 x 600
60 KB : 728 x 90
50 KB : 160 x 600
20 KB : 468 x 60
60 KB : 320 x 480
60 KB : 480 x 320
200 KB : 768 x 1024
200 KB : 1024 x 768


  • Smartphone
  • Smartphone interstitial
  • Tablet
  • Tablet interstitial


  • 15 seconds

General Requirements

  • Floating or pop-up creative are not accepted
  • 1×1 border that is a different colour to the main body of the ad
  • Landing page: must relate to the product and brand represented in the creative
  • If The Exchange Lab is hosting the creative, please include impression and click trackers
  • Please speak to your Exchange Lab account manager if you are using an app tracking partner, such as Flurry or Has Offers to discuss supported platforms

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

  • Impression trackers should be SSL compliant
  • Tags/URLs not received as SSL compliant will not be eligible to run on secure inventory (HTTPS)
  • For more information on SSL compliance please contact your Exchange Lab account manager


Naming conventions:

Please ensure that impressions and click trackers have the following within the placement naming convention

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


Approved Ad Serving partners:

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

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 24hours.

Mobile Pre-Roll

Device Type Sizes Max Weight (KB) Duration (Seconds) Format
  • 640 x 360
  • 300 MB
  • 15 seconds recommended
  • 60 seconds maximum
  • MP4
  • VAST tags
  • 200-400 KBPS (no wrapper)
  • 728 x 90 (click to full expansion)
  • 10KB file size per panel
  • 15 seconds maximum
  • Video format (within expansion panel: true streaming (progressive download on user click only)