Programmatic Advertising Specs

Standard Specs

Standard Programmatic Creative Ad Specs

 

Naylor works with several exchanges and has compiled a list of best practices regarding programmatic advertising creative. Click here to download a PDF of our programmatic network standard creative specifications.

Due to recent changes in online advertising standards, we no longer accept Flash-based (.SWF) ads.

All ad sizes are in pixels.

  1. File size: Max file size is 200kb

    • Ad sizes: Naylor offers 30+ different ad sizes. The mandatory ad sizes are 300×250, 728×90, 160×600 and 320×50
    • Other ad sizes available: 88×31, 120×60, 120×90, 120×160, 120×240, 120×600, 125×125, 160×90, 160×600, 180×90,180×150, 200×90, 200×200, 234×60, 240×400, 250×250, 254×133, 300×50, 300×100, 300×250, 300×600, 300×850, 320×50, 320×480, 336×280, 450×50, 468×15, 468×60, 468×728, 480×320, 700×500, 728×15, 728×90, 768×1024, 1024×768, 600×315 or 254×133 (FBX)
    • We will accept all other ad sizes in addition to mandatory ad sizes.
  2. Standard Ads:

    • GIF, JPG, PNG, third party ad tags accepted
  3. Animated Ads:

    • Naylor recommends a maximum of 18 frames per second.
    • Naylor recommends a maximum animation length of 30 seconds with no more than two loops.
    • These ads can be run in “in-banner,” pre-roll and standard video.
  4. Clicktags: Clicktags should be set up in the following format: clickTag

    • For further clarification, please visit http://www.html5clicktag.org.
    • Ads serving within an iFrame should open in a new window when clicked.
    • Example: ClickTag Actionscript Code: on (release) {getURL (clickTAG, “_blank”);
    • Tip: Please only implement one clicktag in each HTML5 file as our platform does not support multiple clicktags.
  5. Facebook Creative:

    • 600×315 and 1200×628 recommended for scaling
    • Headline: 25 characters (including spaces)
    • Body Text: 90 characters (including spaces)
    • Destination URL
    • 3rd party ad tag tracking is available on Facebook.
  6. Native:

    • Image: 1200×627, recommend for scaling
    • Headline: 25 character max (including spaces)
    • Body: 90 character max (including spaces)
    • Call to action (CTA): 15 character max (including spaces)
    • Destination URL
    • Logo: 128×128
  7. Creative Backgrounds and Borders:

    • On all ads with partially black, white or transparent backgrounds, you must add a visible border of contrasting color to the majority background color of the creative.
  8. Programmatic ads may not:

    • Contain fake hyperlinks
    • Resemble Windows, Unix, or Mac dialog boxes
    • Simulate fake interactivity
    • Contain audio (Exception: user initiated)
    • Initiate downloads
    • Be intrusive
    • Contain misleading content

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