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 | Initial Load File Size | Polite / Secondary Load | clickTag Case Sensitivity | SSL Mandatory |
|---|---|---|---|---|
| DV360 (Google) | 150 KB max compressed ZIP | 2.2 MB max | Case-sensitive (clickTag) |
Yes (100% HTTPS) |
| The Trade Desk | 150 KB max compressed ZIP | 3.0 MB max | Supports clickTag & clickTAG |
Yes (100% HTTPS) |
| Amazon DSP | 150 KB max compressed ZIP | 2.0 MB max | Case-sensitive (clickTag) |
Yes (100% HTTPS) |
| Xandr / AppNexus | 200 KB max compressed ZIP | 3.0 MB max | Flexible variable binding | Yes (100% HTTPS) |
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).
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