IAB DISPLAY ADVERTISING CREATIVE FORMAT GUIDELINES VERSION 1.0 DRAFT FOR PUBLIC COMMENT. Public Comment Period: August 17 to September 18, 2015

Transcription

1 IAB DISPLAY ADVERTISING CREATIVE FORMAT GUIDELINES VERSION 1.0 FOR PUBLIC COMMENT Public Comment Period: August 17 to September 18, 2015 IMPORTANT RELEASE NOTES: This is a draft for public comment, this comment period will close on September 18, Please submit feedback via Google Doc or via to Shailley Singh, IAB lead on this initiative, at shailley@iab.net prior to the deadline. You should take no reliance or action on this draft specification. Please wait for the final specification to be published. This document for Public Comments has been developed by the IAB Creative Display Guidelines Committee. The display guidelines in this document have been updated to reference HTML5 Ad requirements. Extensive ad load performance testing was done over a period of 4-5 months to collect performance data of different types of ad s on real publisher pages across browsers and controlled network speeds to reflect average internet and mobile usage to conclude optimum file weights. The working group was led by: Francis Phan, Senior Manager Advertising UX at Yahoo Aaron Wood, Director Production Service AOL Premium Exepriences at AOL Platforms Steve Suthiana, Global Head, Digital Media and Operations at Mansueto Ventures Contributions for Testing and Ad creatives were provided by: AOL Celtra Crisp Media Pointroll Following IAB member companies were part of the working group that created this draft About.com Crisp PGA TOUR Time Out America Adobe Facebook Medialets Tribune Publishing Aarki Dominion Digital Media PointRoll Universal McCann Addroid Demand Media Sizmek Time Warner Cable Media BabyCenter Hanley Wood OpenX Viacom Amazon Google Smaato Univision Communications AOL Gawker Media The Business Insider Inc. Bazaarvoice IAB UK Optimatic Titan Outdoor Bloomberg LIN Digital Spongecell Xaxis Condé Nast LA Times The New York Times Verve Mobile Centro Mansueto Ventures Company Turn Inc. comscore Moat The Huffington Post Yahoo Disney Interactive LinkedIn Time Inc. YuMe Discovery Communications Millennial Media Undertone Zillow This document should be printed in 11 x 17 (tabloid size) for better viewing experience

2 DISPLAY ADVERTISING CREATIVE FORMAT GUIDELINES: QUICK REFERENCE GUIDE CREATIVE UNIT NAME INITIAL DIMENSIONS MAXIMUM EXPANDED DIMENSIONS MAX INITIAL FILE LOAD SIZE (SEE NOTE 6 BELOW) HOST-INITIATED SUBLOAD OR INTERACTIVE ADS (SEE NOTE 6 BELOW) MAX NUMBER OF HOST- INITIATED FILE REQUESTS VIDEO/ANIMATION GUIDELINES (SEE VIDEO NOTES BELOW) RISING STARS Z-INDEX RANGE MAX PERCENTAGE OF CPU USAGE (NOTE 3) UNIVERSAL AD PACKAGE (UAP) MINIMUM REQUIRED CONTROLS LABELING REQUIREMENTS, FONT SIZE, ETC. GENERAL AD REQUIREMENTS Billboard 970x250 This ad collapses to "Show Ad" text with icon (or 88x31 image), or "Show Ad" text/icon with residual branding in 62x88 px or 196x31 px image Filmstrip 300 x 600 viewable window in which total ad size of 300 x 3000 scrolls (5-300 x 600 segments) Portrait Pushdown Sidekick Slider Medium Rectangle Please see style guide for detail 300x1050 divided into THREE distinct modules Please see style guide for details 970x90 (optionally 970x66 is offered by some publishers) 300x x250 Width of publisher page by height of 90px Active ad content centered in 970x90 Please see style guide for details Up to 580x460 depending on module. only after user initiation Please see style guide for details 970x x550 (or optional 970x550) 970x550 behind slider bar Rectangle 180x150 Wide Skyscrape 160x600 Leaderboard 728x90 1 MB fps fps 350 for creative files 30 sec max length 2.2 MB max file size for host-initiated fps fps 0-4,999 40% Close X collapses ad 100% when clicked, with show ad button available that expands ad upon click. control to tag for controls instead of using 0-4,999 40% Controls dependent on modules used. See style guide for control details, styles and specifications ,999,999 control to tag for controls instead of using 40% Expanding modules must include Close X in expanded mode Other controls dependent on applications used. See style guide for control details, styles and specifications. control to tag for controls instead of using 0-4,999 40% Close button on expanded pushdown, initiated by click Uninitiated expanded panel closes automatically and collapsed ad provides expand button that can be initiated with a click Other controls dependent on modules used. See style guide for control details, styles and specifications. control to tag for controls instead of using Ad content must be Ad content must be Advertisement: width up to 270 px; height 15 px at the top aligned right Logo header: 270x40 px below advertisement label Optional header copy: 270x55 px below logo header Footer copy: 270x50 px at the bottom (15 px margins on right and left sides of entire ad ) See IAB Portrait Style Guide for additional details Ad content must be and framed within 15 px border width Logo max WxH: 239x68 px or 239x46 with brand copy height = 22 px below logo fps 300 for userinitiated slider content fps 15 Video see In-Banner Video & Rich Media s below 15 Video see In-Banner Video & Rich Media s below 15 Video Media s below 15 Video see "In-Banner Video" & Rich Media s below ,999, ,999,999 e: Make sure the z-index of the Slider Bar is higher than those of the page and the Slider Content 40% Close X on expanded Sidekick that closes and returns user to publisher page content User-initiated expand control in the in-page display slides page content to the left control to tag for controls instead of using 40% Click or rollover initiates slider content. Must contain Close X in expanded slider bar and in slider content. control to tag for controls instead of using Logo Location: top left (15 px from each edge) Ad content must be Ad content must be 0-4,999 20% N/A Ad content must be 0-4,999 20% N/A Ad content must be 0-4, N/A Ad content must be 0-4, N/A Ad content must be rests on hotspot for at least 1 sec. Must NOT Example: Style Guide: Publishers: Please see e 4 below. rests on hotspot for at least 1 sec. Must NOT Example: Style Guide: Publishers: Please see e 4 below. rests on hotspot for at least 1 sec. Must NOT Unit-specific notes The Portrait is a template for including interactive modular apps. Detailed specs are provided for application options and their controls. Style Guide: Example: Publishers: Please see e 4 below. rests on hotspot for at least 1 sec. Must NOT Unit-specific notes Expanding Pushdown ad s push page content down rather than expanding over page content. Example: Style Guide: Publishers: Please see e 4 below. rests on hotspot for at least 1 sec. Must NOT Example: Style Guide: Publishers: Please see e 4 below. rests on hotspot for at least 1 sec. Must NOT Unit-specific notes Use a branding color for the gutter areas while keeping active ad elements in the center 950px.

3 DISPLAY ADVERTISING CREATIVE FORMAT GUIDELINES: QUICK REFERENCE GUIDE CONTINUED CREATIVE UNIT NAME INITIAL DIMENSIONS OTHER AD UNITS MAXIMUM EXPANDED DIMENSIONS MAX INITIAL FILE LOAD SIZE (SEE NOTE 6 BELOW) HOST-INITIATED SUBLOAD OR INTERACTIVE ADS (SEE NOTE 6 BELOW) RICH MEDIA AD GUIDANCE MAX NUMBER OF HOST- INITIATED FILE REQUESTS VIDEO/ANIMATION GUIDELINES (SEE VIDEO NOTES BELOW) Z-INDEX RANGE MAX PERCENTAGE OF CPU USAGE (NOTE 3) MINIMUM REQUIRED CONTROLS LABELING REQUIREMENTS, FONT SIZE, ETC. GENERAL AD REQUIREMENTS Super Leader board - Provisional Unit (e 5) 970x90 (optionally 970 x 66 is offered by some publishers) Half Page 300x600 Button 2 120x60 Micro Bar 88x31 In-Banner Video Expandable/ Retractable Pop Ups Floating Betweenthe-Page (aka "Interstitial") 180x x x90 300x600 for these s to 600x x150 to 600x x600 to 600x x600 to 600x x90 to 728x x480 null Variable Initial Dimensions Variable for these s 15 Video Media s below 15 Video Media s below 15 Video Media s below 15 Video fps fps Media s below 0-4,999 5% N/A Ad content must be 0-4,999 20% N/A Ad content must be 0-4,999 5% N/A Ad content must be 0-4,999 5% N/A Ad content must be 0-4,999 30% control to 5,000-1,999,999 (for entire ad ) tag for controls instead of using 30% Control = Close X on expanded panel and "Expand" on collapsed panel Font = 8pt (11px) - 16pt (21px) Retract Feature = Either Click to close/expand or Enable Mouse-Off Retraction control to Use control attributes in the HTML5 tag for controls instead of using other files for control display Ad content must be Ad content must be fps fps f24 fps 15 sec max length 1.1 MB max file size for host-initiated (unlimited N/A Pop-ups display in their own browser window, so pop-up ad content has its own z-index 2,000,000-2,999,999 N/A Unless the ad covers content on the target page, then use range for overlays: 6,000, % "Close" control provided by browser window. control to Use control attributes in the HTML5 tag for controls instead of using other files for control display 30% Control = Close X Font = 8pt (11px) - 16pt (11px) control to Use control attributes in the HTML5 tag for controls instead of using other files for control display 30% "Close" control provided by browser window if ad displays in its own browser window. If overlaid on target page, include "Close X" button. Font = 8pt (11px) - 16pt (21px) control to Use control attributes in the HTML5 tag for controls instead of using other files for control display In the browser bar, all Pop Ups must be clearly labeled with: Name of Network/ Advertiser, Publisher, Browser Type [in this order] (ex.: "Advertising. com - CBS Market Watch - Microsoft Internet Explorer") Label = "Advertisement" Font = 8pt (11px) - 16pt (21px) Label = "Advertisement" Font = 8pt (11px) - 16pt (21px) Guidelines last updated: 01/31/ Version: FINAL_v2.2 (CM) Abbreviations: px = pixel sec = seconds es: 1. Industry self-regulation guidelines have been established for companies who use interestbased advertising (IBA): 2. Interactive ads will allow for unlimited file load after user-initiated interaction. User initiation is the willful act of a user to engage with an ad. Users may interact by clicking on the ad, and/ or rolling over an ad (or a portion of an ad). With respect to user initiation for the purposes of these guidelines, a roll-over is defined as a willful pause of the user s cursor on the target portion of the creative (the hot spot ), such pause lasting at least 1-second in duration, before an action may be initiated by the ad (i.e. trigger an expand, etc.). This pause/ delay prevents unwanted user-initiated actions, and false reporting of user engagement. 3. Percentage of CPU usage is based on the Publisher defined benchmark for end user-cpu for its audience. Please consult with each publisher individually for their benchmark number for testing. 4. Publisher implementation note: Rising Stars ad s are designed to be the only rich media ad displayed on a webpage. Because of increased file load size, displaying a Rising Stars ad with any other rich media may compromise page-load performance. 5. The Super Leaderboard is a provisional that was introduced in Q as a result of industry demand for a wider Leaderboard option. If adoption proves successful, this new 970- wide will eventually replace the 780-wide Leaderboard. The 780x90 Leaderboard is still endorsed by the IAB and will remain so until industry adoption is obvious. 6. File weight calculation: All files for the ad, including supporting files (unless they be been exempted in the publisher certification process or by the Ad server), must be included as part of the maximum file weight calculation for all file limits load. Review the 2015 update to the HTML5 Best Practices for more details on what files may be exempted from file load limits. HTML5 Best Practices es (best practices are provided in more detail in IAB s HTML5 for Digital Advertising guide for Ad designers & Creative Technologists) Improve Initial Display HTML5 ads are like mini web pages. You can improve initial display by following a few guidelines: Provide inline css and use HTML to deliver initial display resources as much as possible. Limit initial dependancies on any render-blocking.js or.css. Load interactive elements as a deferred or secondary subload, but keep them efficient using techniques such as caching. Defer heavy file weights interaction. Use techniques such as byte-serving to download partial content and to optimize for auto-play. Avoid any unnecessary downloads. Improve time-to-visual start and complete download In order to provide the fastest time to a visual experience: Combine all supporting files e.g. JavaScript toolkits, libraries, HTML, and CSS whenever possible. Use well-distributed, cached libraries to provide supporting files instead of providing them with the ad. Check device and bandwidth and tailor supporting files and other elements to the environment and experience. Image Assets Consolidate images wherever possible. Use sprite sheets for multiple display assets and animation. Cache all reusable objects. Video Assets Defer heavy payload until user interaction. Use techniques such as byte-serving to download partial content and to optimize for auto play. Avoid unnecessary downloads Assets and Resources Delivery Ad servers should strive to maintain a persistent connection to avoid duplicate downloads for each asset. Package assets to allow for maintaining a persistent connection. All assets and files should be delivered using Gzip and use relative paths. Use minification and/or compression where applicable to minimize the file load size. Caching: Use CDN-hosted files and caching of static objects as much as possible. Video es: HTML5 does not support streaming, but it can simulate a streaming experience using adaptive bitrate streaming technologies such as HLS and MPEG-DASH. Use MPEG-4 (MP4) file formats for H.264-encoded for a more seamless delivery across devices. The H.264 codec should use a Baseline profile to allow for more diverse execution in systems that range from a cellular connection on a mobile screen to a high-speed cable connection on an HTTP-connect TV screen. For audio, AAC is more widely supported (PCM audio is unsupported in Flash players). At a minimum, the MP4/H.264 file format should be provided, but alternate files using formats such as WebM and VP8 may also be submitted. Use the web-optimized setting when encoding the MP4 file, which sets the MOOV (movie) atom at the start of the file. Formatting files for adaptive bitrate streaming enables a smoother viewer experience. Adaptive bitrate streaming uses short fragments (2-3 seconds) of the at different quality leveles and stores them in a playlist file such as M3U8. During playback, the player detects bandwidth at the start of each fragment and plays the fragment at the quality level best suited to the bandwidth and player environment. Common protocols for adaptive bitrate streaming include HTTP Live Streaming (HLS) in the US and MPEG-DASH in the EU.

4 MOBILE ADVERTISING CREATIVE FORMAT GUIDELINE: QUICK REFERENCE GUIDE MOBILE RISING STARS IMAGE ADS CREATIVE UNIT NAME INITIAL DIMENSIONS MAXIMUM EXPANDED DIMENSIONS MAX INITIAL FILE LOAD SIZE HOST-INITIATED SUBLOAD FOR INTERACTIVE ADS MAX NUMBER OF HOST- INITIATED FILE REQUESTS ANIMATION/ VIDEO NOTES Z-INDEX RANGE MAX PERCENTAGE OF CPU USAGE (NOTE 3) MINIMUM REQUIRED CONTROLS LABELING REQUIREMENTS, FONT SIZE, ETC. GENERAL AD REQUIREMENTS IMPLEMENTAION NOTES AND BEST PRACTICES Adhesion Banner 320x50 Allowed Pull 320x50 Covers the full screen on expand Varies by device Use Full Page Flex detail guide for expaded dimensions Slider 320x50 Covers the full screen on expand Varies by device Use Full Page Flex detail guide for expaded dimensions Filmstrip (Tablet) 300x600 Filmstrip Full Screen 320x50 Covers the full screen on expand Varies by device Use Full Page Flex detail guide for expaded dimensions Full Page FLex (Interstitial or Inline) Smartphone Static Banner Smartphone Static Wide Banner Smartphone Interstitial Featurephone Small Banner Featurephone Medium Banner Featurephone Large Banner 480x x x x x50 320x50 120x20 168x28 216x Video 0-4,999 40% CLose button on Upper RIght Hand Corner fps 1 5 sec max length (unlimited size for host-initiated (unlimited fps (unlimited 1.1 MB max file (unlimited fps (unlimited 1.1 MB max file (unlimited 0-4,999 40% Base Ad Component Expand or other CTA Full Page Ad Component: Close X on in the upper right hand corner Font = 8pt (11px) - 16pt (21px) Retract Feature = Tap to close/expand - See Ad content must be clearly must confused with normal Ad content must be clearly must confused with normal ,999,999 40% Close: Back Banner Bar in same exact position as Base Ad Component with back button. Open: Base Ad Component with swipe or slide to expand Full Page Ad Component. Font = 8pt (11px) - 16pt (21px) Video must include: Play, Pause, Mute (volume control to zero (0) output may be included instead of or in addition to Mute control) - See Advertisement: width up to 270 px; height 15 px at the top aligned right Logo header: 270x40 px below advertisement label Optional header copy: 270x55 px below logo header Footer copy: 270x50 px at the bottom (15 px margins on right and left sides of entire ad ) See IAB Portrait Style Guide for additional details 0-4,999 40% Video must include: Play, Pause, Mute (volume control to zero (0) output may be included instead of or in addition to Mute control) - See Ad content must be clearly must confused with normal and framed within 15 px border width Logo max WxH: 239x68 px or 239x46 with brand copy height = 22 px below logo Logo Location: top left (15 px from each edge) fps (unlimited ,999,999 40% Base Ad Component: Expand CTA button must be included Full Page Ad Component: Close Ad content must be clearly button must be included in upper must right corner Navigation icons to confused transition between content cells with normal Video must include: Play, Pause, Mute (volume control to zero (0) output may be included instead of or in addition to Mute control) - See fps (unlimited ,999,999 e: Make sure the z-index of the 40% See III.C Exit Point Style Guide for mandatory close specs Font = 8pt (11px) - 16pt (21px) Video size Slider Bar is higher must include: Play, Pause, Mute for host-initiated than those of the (volume control to (unlimited page and the Slider may be included instead of or in Content addition to Mute control) - See Ad content must be clearly must confused with normal 15 Video for this Media s below 0-4,999 20% N/A Ad content must be clearly must confused with normal 15 Video for this Media s below 15 Video for this Media s below 0-4,999 20% N/A Ad content must be clearly must confused with normal 0-4, % N/A Ad content must be clearly must confused with normal Audio must be user-initiated. To allow for audio initiation in s without player controls, a control may be included for user to Minimum lead time for ad file submission is 10 days before campaign campaign campaign campaign campaign ,999 20% N/A Ad content must be clearly must confused with normal 15 Allowed 0-4, N/A Ad content must be clearly must confused with normal 15 Allowed 0-4, N/A Ad content must be clearly must confused with normal campaign campaign campaign campaign rests on hotspot for at least 1 sec. Must NOT Minimum lead time for ad file submission is 6 days before campaign campaign campaign Base Ad Component: Expand CTA must be clearly defined Tapping anywhere on the banner expands the ad Full Page Ad Component: Close button Recommended size: 40x40 Clearly located in upper right corner Tapping the close button will collapse the and display the Base Ad Component Wallpaper Recommended size for phone: 320x480 Content Module Recommended size for phone: 290x205 If feature contains multiple sections (i.e. photo gallery), page navigation dots will appear illustrating the number of pages available for that feature Navigation Tray Recommended size for phone: Nav Tray: 320x100 Nav Icon: 80x75 Ensure images are mobile web optimized and no flash - See Base Ad Component: Expand CTA must be clearly defined by slide or swipe icon. Tapping anywhere on the Base Ad Component expands the ad Full Page Ad Component: Back Banner Bar Container is exact shape, size, position as Base Ad Component. Recommended back cta size: 40x40 Clearly located in left corner of Back Banner Bar. Tapping the back button will slide the horizontally closed and display the Base Ad Component optimized and no flash - See See III. Behavior and UI Elements in the Style Guide Ensure images are mobile web optimized - See See III. Behavior and UI Elements in the Style Guide Ensure images are mobile web optimized - See See III. Behavior and UI Elements in the Style Guide Ensure images are mobile web optimized - See

5 CREATIVE UNIT NAME INITIAL DIMENSIONS MAXIMUM EXPANDED DIMENSIONS MAX INITIAL FILE LOAD SIZE HOST-INITIATED SUBLOAD FOR INTERACTIVE ADS MAX NUMBER OF HOST- INITIATED FILE REQUESTS MOBILE ADVERTISING CREATIVE FORMAT GUIDELINE: ANIMATION/ VIDEO NOTES Z-INDEX RANGE MAX PERCENTAGE OF CPU USAGE (NOTE 3) MINIMUM REQUIRED CONTROLS QUICK REFERENCE GUIDE LABELING REQUIREMENTS, FONT SIZE, ETC. GENERAL AD REQUIREMENTS IMPLEMENTAION NOTES AND BEST PRACTICES CONTINUED RICH MEDIA AD GUIDANCE In-Banner Video Smatphone Rich Interstitial Smartphone Rich Banner Expandable Smartphone Rich Wide Banner Expandable Full Screen (Phone and Tablet) All Standard Initial Banner Sizes fps (unlimited 6-8 seconds recommended size for host-initiated (unlimited fps (unlimited size for host-initiated (unlimited 300x fps (unlimited size for host-initiated (unlimited 320x Various sizes based on different screen sizes 320x480 to 1280x1280 Abbreviations: px = pixel sec = seconds es: 1. High resolution creative (Only applies for Intial Load): All size and file weights listed are for a pixel density of 1. For higher resolution devices, higher file weights can be accepted for all ad s but no more than 2x. the guideline. Check with your publisher guidelines. 2. The ad-serving vendor should be able to detect device pixel density and bandwidth and deliver appropriate resolution creatives. 3. Full screen display is dependent on the device model and may be restricted by status bars or navigation menus on the OS, browser, and/or application. Use Flex Fullpage responsive specificaitons for all full screen creative. 4. IAB Mobile Rising Stars File Size Approach: The IAB Mobile Rising Stars, will load in three distinct phases. (the first of which applies to the IAB Mobile Adhesion Banner) - See more at: dpuf File weight calculation: All files for the ad, including supporting files (unless they be been exempted in the publisher certification process or by the Ad server), must be included as part of the maximun file weight calculation for all file limits load. Review the 2015 update to the HTML5 Best Practices for more details on what files may be exempted from file load limits. 4.1 Initial File Load whereby the Base Ad Component loads (for the Adhesion Banner, should the ad include a tap to expand component,) a hidden frame of the Full Page Ad Component also loads. This hidden frame enables rapid deployment of the Full Page Ad Component before additional files download. - See vajoeu2c.dpuf 4.2 Subsequent User-Initiated File Load, where the resting state of the Full Page Ad Component loads. This resting state presents the full experience to the viewer but has not loaded additional files that may be called upon further interaction. e: for IAB Mobile Rising Stars that do not have a Base Ad Component like the in-content IAB Mobile Filmstrip or the in-line IAB Mobile Full Page Flex or Mobile Filmstrip, this is the first loading of any ad files. - See more at: iab.net/vajoeu2c.dpuf 4.3 Subsequent Additional User-Initiated File Load includes all files that load when the viewer interacts with the Full Page Ad Component. - See vajoeu2c.dpuf 5. For the Filmstrip s full screen deployment, the Base Ad Component is considered the Initial File, the first full page panel is the Subsequent User-Initiated File, and the additional Filmstrip panels are the Subsequent Additional User-Initiated Files. - See more at: The Filmstrip s content for tablet deployment does not have a Base Ad Component and the first loading of the ad is the initial full panel. As such, the size restrictions on this initial file load will mirror the Subsequent User. - See vajoeu2c.dpuf 7. Ad Serving Standards: The IAB Mobile Adhesion Banner must be compatible with MRAID 1.0 and MRAID See vajoeu2c.dpuf 8. Interactive ads will allow for unlimited file load after user-initiated interaction; however, bandwidth and device capabilities should be considered. In most cases 2.2 MB should be a sufficient maximum for complete file size. 0-4,999 5% N/A Ad content must be clearly must confused with normal 0-4,999 30% Ad content must be clearly must confused with normal 5,000-1,999,999 (for entire ad ) fps (unlimited size for host-initiated (unlimited 5,000-1,999,999 (for entire ad ) 30% Control = Close X on expanded panel and Expand on collapsed panel Font = 8pt (11px) - 16pt (21px) Retract Feature = Either tap to close/expand Video may be played in native player which has standard controls Custom players must include: Play, Pause, Mute (volume control to zero (0) output may be included instead of or in addition to Mute control) - See 30% Control = Close X on expanded panel and "Expand" on collapsed panel Font = 8pt (11px) - 16pt (21px) Retract Feature = Either Click to close/expand or Enable Mouse- Off Retraction fps N/A Pop-ups 30% "Close" control provided by (unlimited display in their own browser window. browser window, so pop-up ad size content has its own for host-initiated z-index (unlimited Ad content must be clearly must confused with normal - See Ad content must be clearly must confused with normal In the browser bar, all Pop Ups must be clearly labeled with: Name of Network/Advertiser, Publisher, Browser Type [in this order] (ex.: "Advertising.com - CBS Market Watch - Microsoft Internet Explorer") campaign campaign campaign campaign campaign 9. It is important to know if the ad will be delivered in an online or offline experience as differences will come into play when determining how to store and call assets. Consult with publishers about best practices specific to their applications. - See more at: net/vajoeu2c.dpuf 10. Bandwidth Consideration: Mobile phones have an array of data connection possibilities (Wi-Fi, 3G, 4G etc.) and plans that vary from carrier to carrier. This variance in connectivity, combined with the smaller processing power of handheld devices, result in the crucial need to optimize the ad to its smallest file weight possible, ensuring faster load times. For 3G and lower connections the file weights should be reduced by 30%. When applicable, targeting heavy rich media ad s to devices with strong fast connections such as Wi-Fi is recommended. This practice is especially encouraged with longer form s - See more at: net/vajoeu2c.dpuf 11. Initial and Subload for mobile: Intial downoad is defined as all assets required for completing first visual display of the Ad. Subload is for additional assets for host initiated animation or other creative elements that should be laoded as per subload definition. 12. Mobile Optmized Experience: All call to actions should be mobile-optimized. For example, when directing to a landing page it should be optimized for the mobile device with simplified navigation, readable content without the need to zoom and touch. Please see IAB s Tap Into Mobile for more guidance on mobile optimized landing pages: net/tapintomobile - See vajoeu2c.dpuf HTML5 Best Practices es (best practices are provided in more detail in IAB s HTML5 for Digital Advertising guide for Ad designers & Creative Technologists) Improve Initial Display HTML5 ads are like mini web pages. You can improve initial display by following a few guidelines: Provide inline css and use HTML to deliver initial display resources as much as possible. Limit initial dependancies on any render-blocking.js or.css. Load interactive elements as a deferred or secondary subload, but keep them efficient using techniques such as caching. Defer heavy file weights interaction. Use techniques such as byte-serving to download partial content and to optimize for auto-play. Avoid any unnecessary downloads. Improve time-to-visual start and complete download In order to provide the fastest time to a visual experience: Combine all supporting files e.g. JavaScript toolkits, libraries, HTML, and CSS whenever possible. Use well-distributed, cached libraries to provide supporting files instead of providing them with the ad. Check device and bandwidth and tailor supporting files and other elements to the environment and experience. Image Assets Consolidate images wherever possible. Use sprite sheets for multiple display assets and animation. Cache all reusable objects. Video Assets Defer heavy payload until user interaction. Landing pages must be mobile optimized; include dimensions in file name; use MRAID specifications when appropriate - See more at: be mobile optimized; include dimensions in file name; use MRAID specifications when appropriate - See be mobile optimized; include dimensions in file name; use MRAID specifications when appropriate - See be mobile optimized; include dimensions in file name; use MRAID specifications when appropriate - See be mobile optimized; include dimensions in file name; use MRAID specifications when appropriate - See Use techniques such as byte-serving to download partial content and to optimize for auto play. Avoid unnecessary downloads Assets and Resources Delivery Ad servers should strive to maintain a persistent connection to avoid duplicate downloads for each asset. Package assets to allow for maintaining a persistent connection. All assets and files should be delivered using Gzip and use relative paths. Use minification and/or compression where applicable to minimize the file load size. Caching: Use CDN-hosted files and caching of static objects as much as possible. Video es: HTML5 does not support streaming, but it can simulate a streaming experience using adaptive bitrate streaming technologies such as HLS and MPEG-DASH. Use MPEG-4 (MP4) file formats for H.264-encoded for a more seamless delivery across devices. The H.264 codec should use a Baseline profile to allow for more diverse execution in systems that range from a cellular connection on a mobile screen to a high-speed cable connection on an HTTP-connect TV screen. For audio, AAC is more widely supported (PCM audio is unsupported in Flash players). At a minimum, the MP4/H.264 file format should be provided, but alternate files using formats such as WebM and VP8 may also be submitted. Use the web-optimized setting when encoding the MP4 file, which sets the MOOV (movie) atom at the start of the file. Formatting files for adaptive bitrate streaming enables a smoother viewer experience. Adaptive bitrate streaming uses short fragments (2-3 seconds) of the at different quality leveles and stores them in a playlist file such as M3U8. During playback, the player detects bandwidth at the start of each fragment and plays the fragment at the quality level best suited to the bandwidth and player environment. Common protocols for adaptive bitrate streaming include HTTP Live Streaming (HLS) in the US and MPEG-DASH in the EU.

6 DISPLAY ADVERTISING GUIDELINES: Z-INDEX GUIDELINES Z-INDEX RANGE CONTENT TYPE DETAILS < 0 Background Elements None 0-4,999 Main Content, Standard Ads Standard ad tags in place with regular content. Includes OBA Self Regulation Message (CLEAR Ad ice) 5,000-1,999,999 Expanding Advertising The entire expandable ad should be set within this range 2,000,000-2,999,999 Floating Advertising Over The Page ads (OTP's) 3,000,000-3,999,999 Pop-up Elements Chat windows, message notifications 4,000,000-4,999,999 Non-anchored Floating Elements Survey recruitment panels 5,000,000-5,999,999 Expanding Site Navigation Elements Drop down navigation, site warnings, etc. Only the expanding portion of navigation elements should be included on this level. 6,000,000+ Full-page Overlays Full-window Over-the-Page (OTP) ads and Between-the-Page ads IF they cover page content Definition Frequency DISPLAY ADVERTISING GUIDELINES: POP-UP GUIDELINES Any advertising experience where visiting a website in an initial browser window initiates a secondary browser window to deliver an ad impression directly above the initial browser window. Each user should be exposed to no more than one pop-up ad for each visit to an online site. Labeling Pop-ups should be clearly labeled with a header for the browser window with: 1. the network or advertiser name, 2. publisher name, and 3. browser type (if applicable). Example: "Advertising.com - CBS Market Watch - Microsoft Internet Explorer" Specifications Unit Type Dimensions (WxH in Pixels) Maximum File Load Size Pop-Up Pop-Up Large 550x Initially 100 Subsequent Polite File Load 2.2 MB for User-Initiated File Load Unlimited User-Initiated Streaming Video Audio/ Video Initiated User-Initiated Close Box Controlled by browse

7 DISPLAY ADVERTISING GUIDELINES: GLOSSARY OF TERMINOLOGY NOTE: THE FOLLOWING DEFINITIONS DESCRIBE TERMINOLOGY AS IT SPECIFICALLY RELATES TO INTERACTIVE DISPLAY ADVERTISING CREATIVE DESIGNED FOR INTERNET WEBSITES. NOTE: UPDATED DEFINITION HIGHLIGHTED IN YELLOW BELOW FOR REVIEW TERM DEFINITION TERM DEFINITION Animation Audio Banner Between-the-Page Billboard Button 2 Byte Campaign CLEAR Ad ice Click Close X Collapse Controls CPU CPU Usage % CPU Spike Creative Creative Dimensions Cursor Expandable Ads Expanded Dimensions Filmstrip Flash FPS Frame Rate GPU Host-initiated file load Hot Spot In-Banner Video Initial Dimension Initial File Load Interstitial Kilobyte () Labeling Requirements Megabyte (MB) Mouse-off A programmatically generated display of sequential images, creating the illusion that objects in the image are moving. digital, as it relates to this document (see the definition for "Video"). The audible file that may accompany ads. Advertising audio should never play without user-initiation. Also known as display ads, banner advertisements are a form of graphical ads embedded into a webpage, typically including a combination of static/animated images, text and/or designed to convey a marketing message and/or cause the user to take an action. Banner dimensions are typically defined by width and height, represented in pixels. Also known as interstitial ads, between-the-page ad s display as a user navigates from one webpage to the next webpage. The ad appears after the user leaves the initial page, but before the target page displays on the user s screen. Typically, the ad is self-contained within its own browser window, but may also appear briefly as an overlay on the target page rather than in its own browser window. An IAB Universal Brand Package ad template designed with options for rich interactivity to display prominently inline with Publishers webpage content. A distinct feature of the Billboard is a close button that a user may click to collapse the ad completely if the user doesn't want to see the ad. A small rectangular standard ad with the size 120x60 pixels. A of digital information in computing and telecommunications that most commonly consists of eight bits. Historically, a byte was the number of bits used to encode a single character of text in a computer and reason it is the basic addressable element in many computer architectures. The advertising period in which an ad delivery strategy is executed. CLEAR is an acronym for Control Links for Education and Advertising Responsibly, a set of technical guidelines developed by the Interactive Advertising Bureau (IAB) and the Network Advertising Initiative (NAI) to empower members of the online advertising commy to communicate their presence and behavioral advertising targeting practices (if any) to consumers in a simple and direct manner. Derived from: An interaction between a website visitor and the browser in which the website visitor uses a device, such as a mouse, to move the cursor (or pointer) to an active area of the screen and then deliberately interacts with that area by clicking a button on their device, triggering an event. In the case of touch-screen devices, the user clicks by touching the active area with their finger or a stylus. A creative control that enables a user to close an ad (remove it from view) or to reduce an expanded panel back to its original size. An event where the expanded panel of an expandable ad reduces to its original size, or disappears completely. Active elements of an ad that enable a user to control the advertising experience. Examples of common controls include the Close X button in an expandable ad or the Play/Pause/Mute buttons in a player. CPU is an acronym for Central Processing Unit, the key component of a computer system, which contains the circuitry necessary to interpret and execute program instructions. A guideline for the amount of central processing power used to display advertising content compared to what s available on an individual s computer. CPU usage percentage can be measured directly, during the execution of an online ad. In addition to file size, the complexity of drawings, gradients, slow moving animations and detailed moving elements can affect the number of calculations the CPU must make for each frame. A brief increase in central processing power, sustained for no more than a few seconds, experienced while heavy content is loaded/executed. An advertising created by an ad designer, in accordance with publisher specifications and guidelines, for the purpose of communicating a marketing message to that publisher s audience. One creative may consist of multiple files in various formats, such as standard images, animation,, execution files (.html,.js, etc.) and other files that work together for an interactive experience. Measured in pixels, the width and height of an ad (WxH). The width is always the first dimension listed, followed by the height dimension (i.e. an ad that is is 300 pixels wide by 250 pixels high). The graphical representation of a pointer on a user screen, controlled by the user s interaction with controlling devices such as a mouse, mouse pad, stylus or other input hardware. Rich media ads that can be enlarged to dimensions beyond the initial dimensions of the placement they fill on the webpage. The user initiates expanding events, sometimes after the ad initially expands briefly on its own to catch the user s attention. The secondary dimensions of an expanding ad (after the ad is expanded). Initial dimensions are fit to the dimensions of the placement. Then, either by auto-play or by user interaction, the ad expands to its secondary dimension. An IAB Universal Brand Package ad template that is 350x3000 pixels, divided into five 350x600 pixel segments that scroll by user interaction though a 350x600 pixel placement window. Software and tools developed by Adobe used to build, generate, and play animated files. Also used to define the creative files generated by the program. In order for Flash files to execute in a browser, the Flash player plug-in must be installed. However, Flash development tools can also generate files in HTML5 format so that no plug-in is required for execution. FPS is an acronym for Frames Per Second, the metric used to indicate the frame rate of animated or creative content. The rate at which frames or animated images display as the or animated file executes, measured as the number of frames per second (fps). GPU is an acronym for Graphics Processing Unit. In modern computers, the GPU handles graphical processing, decreasing the processing burden handled by the CPU. Loaded by the DOM (host) at least one second after ad is initialized and initial file load is complete. Host-initiated file loads are executed without any user interaction. A hot spot is an area of an ad, which when rolled-over/rolled-on by the user s cursor, such rollover triggers an event (i.e. expand ad). The hotspot should never be larger than 1/4th the size of the original (collapsed) ad. The trigger event should not occur unless the user s cursor rests in the hotspot zone for at least 1-second. Hotspots should never initiate audio (audio should only be initiated by a click). When hotspots are used, the trigger event should stop immediately upon the user s cursor leaving the hotspot zone (i.e. ad collapses), and the ad should return to its original state. A delivered as part of (inside of) the display ad creative for a given placement rather than initiating the use of a player. The original width and height (in pixels) of an expanding ad. Expanding ads are designed to expand to dimensions larger than the initial dimensions. The size of the creative file(s) for an ad, measured in or MB, that load along with (inline with) the webpage files that load when a user first initiates a page load. The initial file load size of an ad is limited in order to preserve the page load performance and thus the user s web browsing experience. See Between-the-Page A multiple of the byte for digital information, used to quantify computer memory or storage capacity equal to a 1,000 bytes (or technically, 2^10 = 1,024 bytes). For the purposes of this document, this measure relates to creative file size. (See definition for Byte) The minimal requirements for distinguishing an online advertisement from regular webpage content. A multiple of the byte for digital information, used to quantify computer memory or storage capacity equal to 1,000 kilobytes (or technically, 2^20 = 1,048,576 bytes). For the purposes of this document, this measure relates to creative file size. (See definition for Byte) The act of a user moving the cursor away (off) from the hot spot of an ad. Mouse-off by a user may trigger an event, such as collapsing an expanding panel or stopping any animation in progress. Mouse-over OBA OBA Self-Regulation Overlay Pause Pixel (as a of measure) Play Polite file load Pop-up Ad Portrait Progress Bar Progressive Load Video Pushdown Retraction Rising Stars Rollover Sidekick Skyscraper Slider The act of a user moving the cursor and resting it on the hot spot of an ad for at least one second. Mouse-over may trigger an event such as expanding the ad or initiating an animated sequence within the ad. Mouse-over may NOT initiate audio play. See IBA Developed by leading industry associations to apply consumer-friendly standards to online behavioral advertising across the Internet, the Self-Regulatory Program consists of seven Principles that correspond with the Self-Regulatory Principles for Online Behavioral Advertising proposed by the Federal Trade Commission in February 9 that also address public education and industry accountability issues raised by the Commission. Definition derived from page 1 of the Self-Regulatory Principles for Online Behavioral Advertising: An ad that displays over the webpage content briefly when initiated. A, animation or audio control that enables users to stop the, animation, or audio from playing until the user is ready to resume play. The smallest of measure for graphical elements in digital imagery, used as the standard of measure for ad creative (i.e. pixels). Pixels may also represent x/y coordinates relevant to a given space, such as the browser window, an application workspace or the user s computer screen. (See also Tracking Pixel ) A, animation or audio control that enables a user to initiate (or avoid initiating) the, animation or audio of an ad. Withholding a portion of the total ad creative file size (besides any initial file load size) from loading on a page until publisher content has loaded. With the release of the Display Creative Guidelines in 2015, polite file load has been replaced Host-initiated subload. Any advertising experience where visiting a website in an initial browser window initiates a secondary browser window to deliver an ad impression directly above the initial browser window. An IAB Universal Brand Package ad template that uses up to three interactive modules chosen (by the ad designer) from a variety of modular application options in a 350x1050 pixel space. A or animation control that shows users the progression of the or animation in relation to its total duration. A distribution method for serving files in which the file downloads progressively into the cache of a user s computer, much the same way images and other content elements are downloaded. HTML5 files use progressive download for files, but streaming methods can be simulated using adaptive bit streaming technologies such as HLS and MPEG-DASH. An IAB Universal Brand Package ad template designed for rich interaction in a space similar to, but larger than, an expanding leaderboard, with initial dimensions of 970x90 pixels and expanded dimensions of 970x415 pixels. When the ad is expanded, it "pushes" page content down rather than displaying over the top of page content as most expandable ads do. An event programmed into an expandable ad the causes the ad to be reduced to its original dimensions (i.e. the expanded portion of the ad retracts). See 'Universal Brand Package' The willful pause of the user s cursor on the target portion of the creative (the hot spot ), such pause lasting at least one second in duration, before an action may be initiated by the ad (i.e. trigger an expand event, etc.). This one-second pause/delay requirement prevents unwanted, user-initiated actions and false reporting of user engagement. Rollover may NOT An IAB Universal Brand Package ad template initially displayed as one of three standard ad dimensions, but upon user initiation, pushes publisher content to the left to display a canvas of up to 970x550 pixels full of rich interaction. A standard ad with dimensions of 160x600 pixels. Standard Ad Units Streaming Video Submission Lead Time SWF Tracking Pixel Universal Ad Package (UAP) Universal Brand Package (UBP) Display Ad Units User User Initiation Video (aka Digital Video ) Volume Z-index An IAB Universal Brand Package Ad Unit template designed with an overlay slider (90 pixels high) that rests at the bottom of a publisher s page and when prompted by user interaction, slides page content to the left for a canvas of 970x550 pixels full of rich interaction possibilities for user engagement. A set of ad specifications for standard image or animated in-page ad s that establish a framework for advertising inventory and webpage design. A distribution method for serving files such that the is played over a persistent connection between the browser and the ad server. Versions of the file at different levels of compression (quality) can be served based on detection of the user s Internet bandwidth. HTML5 files cannot be streamed and rely on adaptive bitrate streaming technologies such as HLS and MPEG-DASH. The number of business days (non-weekend/non-holiday days) prior to a campaign going live in which a publisher needs to validate advertiser submitted creative(s) for a campaign. Acronym for Shockwave Flash..swf is the file naming extension used for animated files complied using Adobe Flash software. HTML cannot execute.swf files without the browser-installed Flash player plug-in. For this reason, many content and ad providers are moving to the HTML5 format for more efficient execution of interactive media files. A 1x1 pixel-sized transparent image that provides information about an ad's placement. In many cases, a tracking pixel is used to notify an ad tracking system that either an ad has been served (or not served, in some cases) or that a specific webpage has been accessed. Also known as: beacon, web beacon, action tag, redirect, etc. A set of four ad s (728x90,, 160x600 and 180x150 pixels) offered by UAP-compliant publishers as a 'package' where ads in in these four formats are used collectively across the publisher s site, enabling advertisers to reach more of the publisher s audience. IAB invited companies and individuals to submit ad templates designed to drive brand equity. Six templates were chosen to be validated by the market. Universal Brand Package Display Ad Units are designed to be the only ad on a page. Their file load limits are larger than for other ads, so not only would a Universal Brand Package Ad Unit overshadow any other ads on the page but they would also compromise the performance of the page should other rich media ads be to load simultaneously. An anonymous person who uses a web browser to access Internet web content. The willful act of a user to engage with an ad. Users may interact by clicking on the ad, and/or rolling over an ad (or a portion of an ad). When a user engages the ad using a rollover action, the user s cursor must rest on the hotspot for at least one second before any action may be initiated in the ad. See the definition for rollover for more information. In online advertising, the digital recording of a physical event or animated files that have been transcribed into a digital format. A control that enables users to adjust the audio output of ad creative. Volume controls should always allow adjustment down to. Enumerated layers of elements and content on a publisher s webpage. Consideration of the z-element in page content design such as navigation, imagery, and ads is important for providing a seamless experience when page content overlaps (i.e. an expanding ad with a z-index that is lower [on the z-index scale] than navigational elements may give the appearance that page navigational elements are showing through the expanded portions of the ad).