Programmatic Display Ad Specifications Guide
Programmatic advertising platforms (DSPs) such as Google Display & Video 360 (DV360), The Trade Desk (TTD), Xandr (Microsoft Advertising), and Amazon DSP enforce rigid technical criteria for HTML5 display ad creatives.
DSP Specification Summary Matrix
| Platform / workflow | Current package limit | Key note |
|---|---|---|
| Google Ads uploaded HTML5 | 600 KB ZIP / 40 files | ad.size required; use supported Google hosted libraries or local assets |
| CM360 display creative | 9.5 MB / 100 files | At least one click tag; polite loading applies above 150 KB |
| Other DSP / publisher bookings | Varies by placement | Use the current trafficking spec sheet; do not infer the cap from IAB dimensions |
Verified sources: Google Ads uploaded display specifications and CM360 display creative asset options.
Technical Requirements for Smooth Trafficking
- Index.html at Root Level: The primary HTML entry file must sit at the root level of the ZIP archive, not inside a subfolder.
- Strict HTTPS Assets: All external asset calls (fonts, scripts, images) must use secure
https://protocols. - Animation Caps: Animation must cease after 30 seconds maximum (and no more than 3 loops for GIF or CSS animations).
Run preflight checks on your HTML5 ZIP packages instantly with our free HTML5 Banner Validator.