IAB Standard Display Ad Banner Sizes & Dimensions Guide
The Interactive Advertising Bureau (IAB) Tech Lab establishes standard banner sizes and creative guidelines to streamline display advertising across diverse web and mobile placements. Designing your ads according to these aspect ratios ensures maximum compatibility with global ad server networks.
Top Performing IAB Standard Sizes
| Dimension (w × h) | Format Name | Device Focus | Performance Rank |
|---|---|---|---|
| 300 × 250 | Medium Rectangle | Desktop & Mobile | Highest (High inventory) |
| 728 × 90 | Leaderboard | Desktop / Tablet | High (Header placement) |
| 160 × 600 | Wide Skyscraper | Desktop sidebar | Medium (Sidebar) |
| 300 × 600 | Half Page | Desktop sidebar | High (High CTR) |
| 320 × 50 | Mobile Leaderboard | Mobile screen bottom | Highest (Mobile standard) |
| 320 × 100 | Large Mobile Banner | Mobile screen top/bottom | High (Better CTR than 320x50) |
| 970 × 250 | Billboard | Desktop top masthead | Medium (High impact) |
Responsive vs. Fixed Dimensions
While modern programmatic ecosystems support responsive and fluid layouts, the majority of programmatic bidding on display networks (Google Ads, The Trade Desk, Xandr) is still executed based on fixed-size auctions. Advertisers should design separate creatives for each top-performing layout rather than relying on automated HTML scaling, as this guarantees precise layout rendering without unexpected crops.