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Web Ads

Show ads across the web on exchanges such as Google, AppNexus, AOL, Yahoo, and Taboola. Web ads are static (set image with set copy) and include image ads, native ads, rich media ads (HTML5), video ads, and third-party ads. At the least, you should have the top six web ad sizes and a native ad size to help you get in front of both new and existing shoppers.


Image Ads

Image ads are the most common type of display ad. They consist of a single file, minimal animation, and one landing page. Image ads have a background graphic, a business logo, and a call-to-action. We recommend these as an essential part of every campaign.



Recommended Sizes

We recommend that you have the six most popular ad sizes, at minimum. The more ad sizes you upload, the more reach your campaign will have and the better it'll perform.

Medium Rectangle

Half Page


Mobile Leaderboard

Wide Skyscraper



Additional Sizes

  1. Banner: 468×60
  2. Large Rectangle: 336×280
  3. Mid Square: 200×200 
  4. Square: 250×250
  5. Small Rectangle: 180×150

Format Guidelines 

Supported File Types JPG, PNG, and GIF (up to 30 seconds, 15-20 fps, no looping)
File Size Up to 150KB
Destination URL (Includes UTM Parameters) Up to 1,024 characters, no redirecting URLs, URLs can't direct to a payment processor (e.g. PayPal) or video (e.g. YouTube), macros permitted.



Native Ads

Native ads appear as a part of the design of the web page they’re on. Rather than standing out as an ad, native ads tend to have an editorial look and feel, with a softer selling approach. For example, they can appear as recommended content on news sites. These ads have a 9% higher lift for brand affinity and a 18% higher purchase intent compared to regular banner ads. We recommend supplementing image ads with Native ads.






  • 600x600
  • 600x315
  • 600x500

Format Guidelines  

Supported File Types JPG, PNG, GIF
File Size Up to 150KB
Destination URL (Includes UTM Parameters) Up to 1,024 characters, no redirecting URLs, URLs can't direct to a payment processor (e.g. PayPal) or video (e.g. YouTube), macros permitted.
Title Up to 60 characters
Description Up to 140 characters.
Brand Name Up to 30 characters


Additional Considerations

  • Publishers have editorial discretion for native ads on their websites. They can choose to resize your images or hide/truncate your descriptions to ensure consistency with their website.

  • Native Ad images should not contain any text. Text can get cropped or not appear in certain placements, which won't deliver an effective ad experience.
  • Third-party ad tags are not supported.


Video Ads

Use video ads throughout your entire customer journey to:

  • Reconnect with current and potential customers by adding AdRoll Video Ads to your retargeting campaigns.
  • Connect with new audiences by adding AdRoll Video Ads to your prospecting campaigns.
  • Deepen connections with increased brand awareness and understanding of your products.

You can launch videos within existing campaigns or launch new ones. *Note: You cannot add video ads to campaigns also running dynamic ads.







There are two types of video ads for the general web: in-stream and out-stream. In-stream video ads appear within the context of the streaming video. Out-stream video ads appear outside of any streaming content, similar to standard display ads.

Format Guidelines

Supported File Types & Codecs

  • MP4 recommended. MOV also supported.
  • H.264 Video Codec is required.

File Size

Up to 1GB

Ad Copy

  • Destination URL w/UTM Params (required): Up to 1024 characters, no redirecting URLs and cannot lead directly to a payment processor (e.g. PayPal) or video (e.g. YouTube)

Length and Aspect Ratio

  • Recommended Length: Less than 30 seconds
  • Min Length: 1 second
  • Max Length: 2 minutes (120 seconds)
  • Aspect Ratio: 16:9
  • (Video) Pixel Aspect Ratio: 1:1 (or 1)

Additional Considerations

  • Video Sound: Recommended
  • Thumbnail: Defaults to the first frame, and can be edited
  • Autoplay:
    • For in-stream placements, autoplay is automatically enabled.
    • For out-stream placements, autoplay is enabled when the user scrolls over the ad.
  • Use this tool to verify if your video ad meets our requirements.
  • Characters such as @ > # $ % ^ & () < are not permitted in your text
  • Video Assets will need to be hosted with AdRoll and can’t be served from a third-party/tag manager


Rich Media Ads

Rich media ads include advanced features like animations, audio, or other elements that encourage viewers to interact and engage with content. They’re typically formatted with HTML5, which allows developers to add animations directly into the source code of a page. They are also often referred to as HTML5 ads.

These ads are like mini web pages and contain multiple files types that can combine HTML, Javascript, CSS, Web Fonts, shared javascript libraries, SVG, WebGL, and other standard assets, such as images. This eliminates the need for plugins like Flash (Note: Flash is no longer supported by AdRoll or any of its partners.)

The animation limit for HTML5 ads is 30 seconds. No looping.




Zip File Guidelines

✓ Each HTML5 ad must be its own zip file that contains all code and assets (including public, commonly used JavaScript libraries). It must contain all files referenced from the HTML document:

    • Root of the folder should be a single, well-structured, and complete HTML document
    • The ad must be loadable into an iFrame (when being served)
    • Supported Shared Libraries: Adobe Edge, CreateJS (Easeljs, Movieclip, TweenJS, SoundJS, and PreloadJS), JQuery, Angular JS, Tumult Hype, Swiffy, GSAP (TweenLite, CSSPlugin, and EasePack)

✓ Links must reference file locations

✓ Assets must be loaded securely using https

X Code references to external domains are not permitted (no cross-domain scripting)

X Local storage or session storage libraries are not permitted

Technical Requirements

  • Use the <!DOCTYPE html><html>, and <body> tags.

  • <meta> tags must be used to identify the size of an ad:

    • <meta name="ad.size" content= "width=300, height=250">
  • Declare a clickTag variable. ClickTag is a click-through URL: a shortcut to set the click-through URL in the platform.

    • <script type="text/javascript">
      // Change the value of this string to your URL
      var clickTag = "";
    • This must be passed as a parameter to any event in the ad code.

      <div id="clickArea" style="width: 300px; height: 250px" onclick=" ,'_blank');">

Create Rich Media Ads

To create these ads, we recommend working with a developer. If you don’t have a developer, here are a few helpful tools to create ads yourself. When the ads are ready, test them, then reach out to the AdRoll Customer Support team (or your Account Manager) to upload them.

Third-Party Ad Tags

Third-Party ad tags are for managed accounts only.

We don’t recommend using third-party ads, because they aren’t compatible across the majority of inventory sources we offer (including Facebook and Native), and you won’t be able to take advantage of any of our future offerings around creative optimization.


A third-party ad is a snippet of JavaScript code generated from a third-party ad server in the form of an ad tag (also known as a third party ad tag). The ad tag is a digital container that allows that ads to be displayed. AdRoll collects the ad tag from you and displays the ads you’ve created from a third party. With third-party ads, there is no need to update ads in your campaigns. Any ad change on the third-party ad server will reflect on the single ad tag.

Recommended Sizes

Same as Web Image Ads

: This ad format can't be used on social or native ad inventory.

Format Guidelines

Supported File Types JPG and PNG (non-animated), GIF (up to 30 seconds, 15-20 fps, no looping)
File Size Up to 150KB
Destination URL (includes UTM Parameters) URLs cannot lead directly to a payment processor (e.g. PayPal) or video (e.g. YouTube).
Security All ads must be Secure Socket Layer (SSL) compliant. This means that all URLs contained in third party ad tag code snippets must use HTTPS. This is also applicable for all additional URLs that are loaded via redirects.

Supported Vendors and Tag Types

JavaScript XD, AdForm, AdTech, EyeReturn, Facilitate Digital, Flashtalking, SiteScout, Speedshift, Spongecell
iFrame Netmining, OpenX, Zedo
iFrame OR Javascript Atlas, Doubleclick, MediaPlex, PointRoll

Don’t see your vendor listed? Reach out to your Account Manager or the Customer Support team for help.

Create Third-Party Ads

AdRoll does not create third party ad tags but here are instructions on how to upload your third party ad tag.


Create Static Web Ads

Learn how to create static web ads here.

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