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Web Ads

Recommended Ad Sizes

We recommend that you have the six most popular ad sizes, at minimum. The more ad sizes you upload, the more inventory we can buy for you.

Medium Rectangle: 300×250 Leaderboard: 728×90
Wide Skyscraper: 160×600 Half Page: 300x600
Billboard: 970x250 Mobile Leaderboard: 320×50


Additional Ad Sizes

Banner: 468×60 Skyscraper: 120×600
Small Rectangle: 180×150 Large Rectangle: 336×280
Square: 250×250 Rectangular Button: 180x60
Mid square: 200×200


Where Your Ads Appear

    Medium rectangle                             Leaderboard                             Wide skyscraper   


      Large rectangle                                 Billboard                              Mobile leaderboard


Format Guidelines 

Accepted files  JPG, GIF, PNG 
File size Up to 150KB
Title Up to 140 characters
Description Up to 30 characters
Brand name Up to 30 characters
Link description Up to 30 characters
Destination URL
  • Web banners are not permitted to use redirecting URLs. Track campaign analytics with a UTM.
  • Up to 1024 characters
  • Banners cannot link directly into a payment processor (e.g., PayPal). Visitors must be able to review terms of the offer prior to entering purchasing/sign-up flows.
  • Your destination URL can't link to a YouTube video.
Animated ads Animated ads are restricted to 30 seconds maximum (at a 15-20 fps frame rate), after which animations will stop. You can give the viewer the option to restart the animation.


Native Ads

Our native ad builder makes it easy to create multiple ads simply by uploading your image. Resulting ad sizes will be 600x500, 600x600, and 600x315, depending on where they appear. To ensure access to all native ad inventory, make sure you have ads in all three sizes.

To create your Native Ads, navigate to your Ads tab and click Create Native Ads.

Where Your Ads Appear

A native ad fits the natural form and function of the environment where it appears. For example, on a site such as The Atlantic, a Native ad resembles a featured story within the news stream.



Format Guidelines  

Accepted files  JPG, GIF, PNG 
Image Uploaded image should be 600x315px or larger. Our ad builder makes it easy to crop and zoom. Avoid text, logos, and clutter.
Title Up to 60 characters
Description Explain your brand, product, or content. We recommend longer descriptions, up to 140 characters.
Brand name Up to 30 characters


Best Practices

For best results, we recommend the following:

  • Eye-catching image: Your Native Ad image can't contain text, so use a image that encourages people to look at your ads, such as images of people or brighter colors.

  • Enticing title: Use your title to promote your site. Make it interesting for your visitors: something they'll want to click on to learn more about.

  • Add native ads to your existing Web campaigns to access native ad inventory across the web.

  • If you have multiple Native Ads, create a new AdGroup for these ads so you can easily see your performance across all Native Ads.



HTML5 ads offer animation and interactive content across any platform or device type.


To create HTML5 ads, we recommend working with a developer. Otherwise, here are a few helpful tools to create ads without a developer.

After you create your ads, test them, then reach out to the Customer Support team for help uploading ads.


Zip File Requirements

  • Each ad must be its own zip file containing all code and assets (including public, commonly used JavaScript libraries) that make up the HTML5 ad.
  • All links must reference the file locations.
  • Maximum 150 KB zip file, contains no more than 10 files.
  • All assets must be loaded from a secure connection (https).
  • Zip file must contain all files referenced from the HTML doc.
  • No cross-domain scripting: code references to external domains are not allowed.
  • No local storage or session storage libraries allowed.
  • Must be a single, well-structured, and complete HTML document at the root folder.
  • HTML tag <!DOCTYPE html>, <html> and <body> tags
  • Declare the clickTag variable
    • Example: <script type='text/javascript'>var clickTag ='';</script>
    • This clickTag variable must be passed as a parameter to any event inside the ad, usually assigned to the JavaScript onclick event of a div element: <div id="clickArea" style="width: 300px; height: 250px" onclick=" ,'_blank');">
  • <meta> tags must be used to identify the size of the ad
    • Example: <meta name=“ad.size” content= “width=300, height=250”>
  • Can load into an iframe

Format Requirements

Supported File Types  
  • CSS
  • JS
  • XML
  • SVG
  • JPG
  • JPEG
  • GIF
  • PNG
Supported Ad Sizes  
  • 728×90
  • 300×250
  • 160×600
  • 300x600
  • 468×60
  • 120×600
  • 336×280
  • 250×250
  • 320x50
  • 970x250
Supported Shared Libraries & External Files
Browser Support
  • Chrome 40+
  • Firefox 35+
  • Internet Explorer 10+ (including Edge)
  • Opera 20+
  • Safari 7.0+
Supported HTML5 Authoring Tools




Third-Party Ad Tags

A third-party ad tag is a snippet of code that allows you to manage and serve ads passed in from an ad server instead of uploading ads directly to AdRoll. To request this feature, please reach out to your Account Manager.


Supported Vendors

AdRoll supports the following third-party ad servers. When you upload tags of these types, the click macros will be dynamically inserted for you.

Note: Your third-party ad tags shouldn’t link to flash files.

Don't see the ad server or tag format you use in the list below?

Let your Account Manager or our Customer Support team know and we can work to upload your tags for you.


Supported Vendors/ Tag Types

  • Javascript:  
    • Adition
    • AdForm
    • AdTech
    • Bannerflow
    • EyeReturn
    • Facilitate Digital
    • Flashtalking
    • Mediamind/Sizmek
    • SiteScout
    • Speedshift
    • Spongecell
  • iframe:
    • Netmining
    • OpenX
    • Zedo
  • iframe OR Javascript:
    • Atlas
    • Doubleclick
    • MediaPlex
    • PointRoll

Supported Ad Sizes 

  • 728×90
  • 300×250
  • 160×600
  • 300x600
  • 468×60
  • 120×600
  • 336×280
  • 250×250
  • 320x50
  • 970x250


SSL Requirements

All ads must beSecure Socket Layer (SSL)-compliant. This is a protocol for establishing a secure connection between two parties to encrypt all communications. 

All URLs contained in third-party ad tag code snippets be SSL-compliant, along with all additional URLs called via redirects.


Upload Ad Tags

Once your Account Manager has granted you access to upload your third-party ad tags:

  1. Navigate to Ads > Create Third Party Ads
  2. Enter a name for the ad you are creating (that you'll be able to identify it by later when adding it to campaigns).
  3. Select the ad size of the ad tag you're uploading.
  4. Copy and paste the entire ad tag code into the field labeled Third-party ad tag code.Note: It’s important to copy the actual text, not the cell, if the text is in a spreadsheet.
  5. If you have multiple ad tags to upload, select Add An Additional Tag and a new box will appear for you to repeat the process above.
  6. Submit


Ad Swapping

Supported vendors Integral Ad Science and DoubleVerify both use ad swapping, which require declaring alternative “fall-back” ad images and a “fall-back” URL.

The AdRoll third-party ad tag uploader detects if these vendors are being used, and if so, automatically passes the required information on the backend, so no additional work is necessary on your part when uploading tags from these vendors.



Non-secure URLs are present

  • One or more of the URLs called by the third party ad tag is using http: rather than https.
  • The fix: When you get the ad tag code from your provider, make sure you select the “Secure” or “SSL” version if they offer one. If you have already done this, please show the non-secure URL(s) listed in the error message to your ad tag provider and ask them to update the tag to make sure all URLs called are secure and use SSL.

Unsupported Tag Type

  • The ad tag uploaded was not recognized as being from one of the AdRoll-supported vendors (see the list above), or that its format was not recognized by the uploading tool.
  • The fix: See the list above for the supported ad tag servers and formats, and use one of these. To use an ad server that is not on the list, please reach out to your Account Manager or our Customer Support team.


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