Ad spec library

Static display (JPG/PNG/GIF)

Tag type

Hosted creative + click URL

Delivery

Upload asset to the DSP, add clickthrough URL and impression tracker

Cachebuster on the tracker: ?ord=[TIMESTAMP] or [CACHEBUSTER]

• ✓Landing page uses https
• ✓Click URL carries UTMs
• ✓Third-party 1×1 impression pixel fires once

HTML5 display

Tag type

.zip bundle (index.html + assets)

Delivery

Zip uploaded to the DSP or served as a hosted tag; needs a backup JPG/PNG

clickTag / clickTAG variable, Enabler.exit() for Studio builds

• ✓Single clickTag per exit
• ✓No hard-coded http assets
• ✓≤700 KB total file weight (agency cap — we optimise offline), polite-load heavy assets
• ✓Animation ≤30s, ≤3 loops

Third-party JS tag

Tag type

<script> ad tag from an ad server (CM360, Sizmek, Flashtalking)

Delivery

Paste the JS tag into the publisher or DSP creative slot

%%CLICK_URL_ESC%%, ${CLICK_URL_ENC}, %%CACHEBUSTER%%, %%SITE%%

• ✓Macros resolved, not literal text
• ✓SSL version of the tag
• ✓No document.write in a friendly iframe context

Iframe tag

Tag type

<iframe src=…> ad tag

Delivery

Safe-frame friendly fallback where JS tags are blocked

Append &click=${CLICK_URL_ENC}&cb=[TIMESTAMP]

• ✓Fixed width/height matches the slot
• ✓Expandables will not work in an iframe
• ✓Click opens in a new tab

In-read / outstream video

Tag type

VAST 4.x tag URL (linear inline)

Delivery

VAST URL trafficked to the outstream SSP or DSP creative

[TIMESTAMP], [CACHEBUSTING], [PLAYERSIZE], [PAGEURL]

• ✓MP4 progressive rendition present (not HLS only)
• ✓Sound off by default — burn in subtitles
• ✓Quartile trackers on 25/50/75/100
• ✓Skip offset set if the format allows

Pre-roll / OLV

Tag type

VAST 4.x, VPAID 2.0 only where accepted

Delivery

VAST tag URL per placement; supply 15s and 30s cuts

[CACHEBUSTING], [CONTENTPLAYHEAD], [ADSERVINGID]

• ✓VPAID is deprecated on most CTV and in-app inventory
• ✓Audio required, target −23 LUFS
• ✓Companion 300×250 optional

CTV

Tag type

VAST 4.x with no clickthrough

Delivery

Server-side ad insertion (SSAI) — tag must be lightweight

[APP_BUNDLE], [IFA], [CONTENTPLAYHEAD]

• ✓No VPAID, no JS trackers — pixels only
• ✓H.264 MP4 1920×1080, ≥15 Mbps
• ✓15s or 30s exact duration
• ✓QR code instead of a click

Native

Tag type

Asset bundle (image, logo, headline, body, CTA)

Delivery

Assets loaded into the DSP native template; publisher styles it

Impression + click trackers supplied per asset set

• ✓No text baked into the image
• ✓Headline within the shortest publisher limit
• ✓Sponsored-by brand name supplied

In-app (SDK)

Tag type

MRAID 3.0 display or VAST for rewarded

Delivery

Trafficked through the DSP to the SDK inventory

[IFA], [APP_BUNDLE], [LIMIT_AD_TRACKING]

• ✓MRAID close button not obscured
• ✓Rewarded flow completes to reward granted
• ✓No SSL mixed content in the creative

CTV pre-roll (non-skippable)

Creative

1920×1080 16:9 MP4 (H.264 High profile, AAC audio, 25/30 fps)

Duration

15s or 30s exact — no 6s or odd lengths

Max weight

≥8 Mbps, up to 500 MB master

Tag / delivery

VAST 4.x inline linear, or hosted MP4 uploaded to mediasmart

Copy limits

No clickthrough on TV screens — burn the brand, URL and offer into the frame

• ✓No VPAID, no JavaScript trackers — impression and quartile pixels only
• ✓Audio is mandatory and must be mixed at −23 LUFS (EBU R128)
• ✓Add a QR code held for ≥5s if you want a response mechanic
• ✓Legals/superscript at least 24 px tall so they read on a 10-foot screen
• ✓Keep logos and text inside the 90% title-safe area

CTV mid-roll (pod)

Creative

1920×1080 16:9 MP4 (3840×2160 accepted, downscaled by SSAI)

Duration

15s or 30s, matched to the pod slot

Max weight

≥8 Mbps constant bitrate preferred for SSAI stitching

Tag / delivery

VAST 4.x served through server-side ad insertion

Copy limits

Message in the first 5s — pods are non-skippable but attention drops

• ✓Do not rely on frequency inside a single pod — set DSP-level frequency caps
• ✓Include [APP_BUNDLE] and [IFA] macros for household reporting
• ✓Completion (CPCV) is the standard KPI, not clicks

CTV companion / L-band overlay

Creative

1920×1080 static PNG/JPG, or 300×250 companion banner

Duration

Displays for the ad break duration

Max weight

≤200 KB

Tag / delivery

VAST companion ad node alongside the linear creative

Copy limits

Brand + short line only; assume it is read from 3 m away

• ✓Support is publisher-dependent — always ship the linear video as primary
• ✓No animation, no small type

CTV-to-mobile retargeting extension

Creative

Standard display set: 300×250, 320×50, 320×480, 1080×1920

Duration

n/a (display) or 6–15s vertical video

Max weight

≤700 KB display, ≤200 MB video

Tag / delivery

MRAID 3.0 / VAST 4.x through the same DSP seat

Copy limits

Carry the CTV headline verbatim so the sequence is recognisable

• ✓Requires IP-graph household matching enabled on the CTV line
• ✓Runs as a second line item so pacing and CPM stay separate
• ✓This is where you place the click — CTV supplies the reach

Full-screen interstitial (display)

Creative

1080×1920 portrait and 1920×1080 landscape — always supply both

Duration

Static or ≤15s HTML5 animation

Max weight

≤2 MB per orientation (≤5 MB zip bundle)

Tag / delivery

MRAID 3.0 HTML5 zip, or static JPG/PNG with click URL

Copy limits

Headline ≤30 chars, CTA button ≤15 chars

• ✓Runs at natural breaks (level end, pause) — benchmark CTR 0.5%–1.5%
• ✓Close (X) button must stay visible and untapped-over in the top corner
• ✓Leave a 100 px safe margin for notches and the close button
• ✓Single clickTag; no auto-redirect on load

Rewarded video

Creative

1080×1920 9:16 MP4 primary, 1920×1080 fallback (H.264, AAC)

Duration

15s or 30s, skippable after 5s only if the SDK allows

Max weight

≤10 MB for in-SDK streaming reliability

Tag / delivery

VAST 4.x linear with a companion end card

Copy limits

End card headline ≤30 chars + CTA ≤15 chars

• ✓Opt-in: the player trades a view for an in-game reward, so completion is 90%+
• ✓Sound is on by default here — mix for mobile speakers and add subtitles
• ✓End card must include a working close button and the CTA
• ✓Reward must be granted after 100% completion or the SDK reports a failure

Playable ad

Creative

Single index.html HTML5 bundle, portrait + landscape responsive

Duration

Interactive, 15–30s of play, then end card

Max weight

≤5 MB total zip (all assets inlined, no external calls)

Tag / delivery

MRAID 3.0 playable zip

Copy limits

Tutorial hint ≤20 chars, end-card CTA ≤15 chars

• ✓No network requests at runtime — everything inlined as base64
• ✓mraid.open() for the click, mraid.close() for the exit
• ✓Must run offline and on 3-year-old mid-tier Android hardware
• ✓Highest engagement format, highest production cost — brief early

In-menu / in-game banner

Creative

320×50, 320×100 and 728×90 (tablet)

Duration

Static only

Max weight

≤700 KB

Tag / delivery

MRAID display or static image with click URL

Copy limits

Brand + ≤25 char line; no small legals

• ✓Placed in game menus and lobbies, not over gameplay
• ✓Anchored bottom — keep contrast high against busy game art

Intrinsic / in-scene placement

Creative

Texture supplied to the game art spec (typically 1024×512 or 512×512 PNG)

Duration

Persistent in the scene

Max weight

≤1 MB per texture

Tag / delivery

Publisher-side integration; measured via Open Measurement SDK

Copy limits

Logo and one word — treated as real-world signage

• ✓Non-clickable, viewability-measured (IAS / Anzu-style intrinsic units)
• ✓Lead time of 2–4 weeks for the studio to build it into the scene
• ✓Buy on vCPM — clicks are not a valid KPI

Audio in-game

Creative

MP3/WAV 44.1 kHz stereo, plus a 1024×1024 companion tile

Duration

15s or 30s

Max weight

≤2 MB audio, ≤500 KB tile

Tag / delivery

DAAST / VAST 4.x audio ad

Copy limits

Script ≤45 words for 15s, ≤90 for 30s; say the brand in the first 5s

• ✓Serves while the player has sound on — pair with a clickable companion tile
• ✓No sudden volume jumps; normalise to −16 LUFS for mobile