Animated GIF Display Ad Restrictions: Loop Caps & Length Policies

Animated GIF banners are simple, robust, and supported across almost all web placements. However, programmatic display networks (like the Google Display Network and DV360) enforce strict quality policies on animated GIFs to prevent distracting flashing items on pages.

The 3-Loop and 30-Second Limit

Google Ads and most DSP display networks enforce these rules for GIF banners:

• Maximum Loops: 3 loops (the animation can repeat up to 3 times, after which it must come to a halt on a static final frame). Infinite loop GIFs are rejected.
• Maximum Duration: 30 seconds total animation length.
• Frame Rate: Recommended frame rates are under 5 fps. High-speed flashing animations violate policy rules.

Configuring GIF Loops in Photoshop

When exporting your GIF from Adobe Photoshop:

1. Go to **File > Export > Save for Web (Legacy)**.
2. Under **Animation**, set **Looping Options** to **Once** or **3 times** (do not select Forever).
3. Click Save and upload your banner.