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Ad Specifications

Make sure your creative is the perfect fit

Rich Media

All Rich Media Specifications


Unit Size / Expansion Direction

Expansion Direction

Unit Sizes

Up or Down
  • 728×90 to 728×270
  • 468×60 to 468×180
Left or Right
  • 120×600 to 240×600
  • 200×200 to 400×200
  • 250×250 to 500×250
  • 336×280 to 672×280
  • 160×600 to 320×600
  • 300×250 to 600×250
  • 300×600 to 600×600
  • Expandable ads currently depend on use of JavaScript tags.
    Iframe tags cannot be used


One click only


  • HTML 3

Max File Size

  • 150K initial
  • 2.2MB total
  • Backup image 40KB

Max Per Panel



  • Must expand down, left, or down and left. No other directions or combinations of directions are allowed
  • User-initiated expand: May expand on-click or on-hover
  • Display creative may expand up to 2 times its original size
  • Mobile/Tablet may expand to full screen
  • Visible border
  • Audio and expand must be user-initiated

Required Controls

  • Creative must close on click or mouse off. Must contain a prominent close “X” in 16 point font or larger, in the corner of the creative
  • Audio should be user-initiated on click only


  • Animation length is 15 seconds
  • Video length is 30 seconds
  • Auto-play video length is 15 seconds (rollover or click-to-expand)
  • The maximum auto expansion cycle is 3 seconds
  • Re-looping must be user-initiated

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

  • Please ensure all elements of your tags and tracking is SSL compliant, this includes aby 4th party calls
  • 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 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:

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.


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