HTML5 Ad Specifications


What we recommend

  • If your objective is to drive clicks and acquisitions, then we recommend using static images as they drive the best results.
  • For a brand campaign where you want to communicate a message to the user, use HTML5. 

I’m going with HTML5, what do I do?

If you're building an ad from scratch, then you have a couple of options, such as Google Web Designer (free) or Adobe Edge (paid). We support both, but please check specific requirements for each one as detailed below.

You can refer to this sample HTML5 creative bundle for more information on the updated (encoded) click-through URL.

Note that the file size limit is 35KB (compressed) initial load for the creative and 100KB for total creative size. Initial load refers to the file size of the .HTML file in the creative, not the Enabler, Javascript, CSS, or image files.

Note: All components of display ads, including all image files, fonts, JavaScript, tracking pixels etc., must be able to serve via SSL (https://). Any domain references within the ad need to either be hard coded to https:// or begin with just the double forward slash // so the browser can follow the current scheme. This is supported by all third party adservers and happens by default for any publisher hosted advertisements.

Third Party serving

We accept HTML5 ads from all major third party ad servers (DoubleClick, Sizmek, Facilitate/Adslot etc.) or we can host the creative for you (see below).

So if you already have HTML5 ads on hand then you're probably good to go as long as they abide by your third party server specs and are below 150kb. Just generate tags as normal and send them our way.

We can host it

If you don’t normally use a third party server, then we can host the file for you. All we need is a zip file containing the compiled code and assets as per the normal publishing process. Don’t forget the clickTag!

The .ZIP file should contain the HTML for the ad as well as any of the other following file types:

.CSS
.JS
.HTML
.GIF
.PNG
.JPG
.JPEG
.SVG

Using Google Web designer
When using Google Web Designer to build HTML5 creatives, be sure to select "DoubleClick" as the environment. You can see some examples of HTML5 files in the Rich Media Gallery.

Using Adobe Edge

Adobe Edge Out-of-box creatives can’t be trafficked through the usual workflow as of now. This is because, such creatives have multiple snippet (html/js/css) files where resources are referenced on both JS or CSS files, which makes it impossible to insert File Macros. There are workarounds to traffic such creatives- listed here:

  • If the snippets (html/js/css) in such creatives can be flattened into a single html file, it can still be trafficked with the same workflow as mentioned above for remaining HTML5 creatives.
  • The other alternative is to host the Adobe Edge files in an external server and use a DFP custom creative to load the main HTML file. The Adobe edge files hosted on the other server can be referenced in the creative code through actual path (absolute linking).

This article contains detailed steps on HTML5 Ad Creation with Adobe Animate that can also be useful.

The basics:

File size limit is 150kb (though we recommend you keep this as small as possible increase click performance)

For our Native and mobile specific placements, you don't have to worry about HTML5 as all we need the text and image. 

Other standard advertising specs apply.

Files/creative to be received 3 working days before the start of campaign for testing and loading

Note: All components of display ads, including all image files, fonts, JavaScript, tracking pixels etc., must be able to serve via SSL (https://). Any domain references within the ad need to either be hard coded to https:// or begin with just the double forward slash // so the browser can follow the current scheme. This is supported by all third party adservers and happens by default for any publisher hosted advertisements.