Naylor Targeted Advertising Specifications

Standard Specs

Naylor works with several exchanges and has compiled a list of best practices regarding targeted advertising creative. Click here to download a PDF of our targeted 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
  • 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. Video Pre-roll:
  • Video Dimensions: 1920x1200px OR 1920x1080px (videos larger than 1920×1080 will not receive a warning for width and height)
  • Audio bitrate: 160 kbps or higher
  • Video bitrate: 5.4 Mbps or higher
  • Preferred format: MP4 (h.264)
  • Ad slots should be set to 15 or 30 seconds. Videos must be at or under that length in order to be eligible to run in that slot.
    • Content recommendations:
      • Add a voice-over describing the product/service benefits
      • Add a call to action to incentivize clicking to learn more
      • Should be treated like a TV commercial
7. OTT/CTV Video:
  • Video Dimensions: 1280x720px OR 1920x1080px
  • Audio bitrate: 160 kbps or higher
  • Video bitrate: 5.4 Mbps or higher
  • Preferred format: .MP4 (h.264)
  • Ad slots are 15, 30 and 60 seconds. Videos must be at or under those lengths or they will not run in that slot.
    • For example, a 30.03 second ad will run in the 60 second slot but not in the 30 second slot.
8. Native:
Provide 3 variations for the listed requirements below:
  • 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

*If the character text goes over the maximum count the implementation team will be editing the text on the advertiser’s behalf. If there are not 3 variations of the native provided the implementation team will create the other 2 Native ads on the advertiser’s behalf.

9. 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.
10. Targeted 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

Standard Targeting Tactic Options

Naylor offers several different tactical strategies to connect your targeted advertising campaign with the best, most qualified audience.

  • Site Retargeting – target users who have already visited an association’s website or career center
  • Search Retargeting – target users based on specific searches they perform across the web
  • Contextual Targeting – target users based on the categories or keywords they view and engage with on web pages
  • Addressable Geo-Fencing – target users via geo-fence through specific household/business addresses
  • Event Targeting – target event-goers and prospects before, during and after a specific event through a mix of site retargeting, addressable geo-fencing and specific event geo-fencing
  • Audience Segments – target additional audiences based on specific demographic and psychographic traits via 3rd party data providers

If you have questions or encounter problems that can’t be answered by this site, please reach out to our dedicated team of experts.