Specs before pixels.

The receiving placement sets the rules

A familiar banner dimension does not create one universal upload specification. Confirm the requirements for the platform, publisher, campaign type, and creative format you are actually using. Keep that approved specification with the production brief.

The values below are a platform-specific reference, not limits applied to every ad environment. Google’s uploaded display-ad specifications distinguish static or animated image files from HTML5 packages. Consult the receiving documentation again at handoff.

Keep five requirements separate

Record the exact canvas, accepted file type, permitted weight, motion behavior, and click implementation. A successful image preview does not confirm all five. Inspect the final export or ZIP instead of assuming the design tool’s estimate matches the delivered asset.

Review a static image

Check width, height, file extension, actual byte size, spelling, line breaks, and the approved destination. Inspect at normal display size on the intended device. Make sure required conditions remain readable after compression.

Review an HTML creative package

Verify that the primary HTML file, styles, scripts, and referenced assets are included as required by the recipient. Review permitted external dependencies, declared dimensions, click handling, and any account eligibility requirements. A pure CSS illustration on a website is not automatically an accepted ad package.

Review animation deliberately

Know whether the format permits motion, how duration is counted, and what must happen when a loop ends. Design a useful final frame and provide a static version where the workflow needs it. Avoid relying on motion to communicate essential information.

Create an accountable handoff

Record the campaign, placement, creative version, format, language, destination, approval owner, and final file. Archive the package that was delivered, not only the source design. The launch checklist helps connect these details to the rest of the campaign.

Understand fixed and flexible sizing

The IAB Tech Lab portfolio guidance includes aspect-ratio-based flexible formats. The ClickToll size library focuses on nine practical fixed-size references. Confirm which deliverable your recipient expects instead of treating the two approaches as interchangeable.