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Creative Standards & Custom Ad Requirements

Last Updated: May 27, 2015 09:55PM UTC

Click here for to view our full list of Creative Ad Standards

Please send any questions regarding Creative Ad Standards to our operations team at

Here is a partial list of requirements for custom ads:

  • Animation must stop after 15-30 seconds (no looping)
  • File type must be JPG, PNG, GIF, or SWF
  • Desktop creative cannot exceed 40 kb file size (10kb for Mobile)
  • Creatives must match the following sizes: 160x600, 300x250, 728x90, 320x50 (Mobile)
  • We strongly suggest you include a 300x250 ad size in every campaign as it is the most popular
  • Creative must have a distinct border to clearly identify where the page ends, and advertisement begins
  • Ads must take up the entire space of the chosen image size and cannot expand beyond that size
  • Ads can't appear sideways or upside down. Ads can't be segmented, contain multiple copies of itself within the ad, or appear to be more than one ad.
  • Ads cannot have fake or simulated HTML interactivity (ex. drop down menus, search boxes, etc.)
  • Ads cannot mislead the user or trick a user into clicking the ad. For example, they may not mimic or resemble Windows/Mac/Unix dialogue boxes, error messages, etc.
  • Ads cannot mimic news headlines in design, tone, 3rd person sentence structure, or topic
  • No strobing, flashing backgrounds, or otherwise distracting ads
  • Ad images must be clear and recognizable, with legible text
  • Animation frame rate cannot exceed 20 fps
  • Flash ads must be published for Flash Player version 4-10
  • Video and audio not allowed
Here is a partial list of prohibitive content:
  • Ad must not contain prohibited content, such as pornography, nudity, obscenity, and other “adult” content, gambling, bombs, guns, ammunition, or other weapons, illegal drugs, pharmaceuticals, or drug paraphernalia, offers that charge for government forms or services that are available free or for a lesser, charge from the government, violent or defamatory content, hate speech. Click here to see a full list of banned content.
  • Ad must contain the business name or logo
  • Business name/logo in ad must match the business name/logo on the landing page
  • Landing page must work (cannot be broken or under construction)
  • Exact offer in creative must be actionable on the landing page
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