A strong idea can still fail at trafficking. The banner is 20 KB too heavy, the video arrives in the wrong format or the click-through goes nowhere. Most of these issues come down to a handful of specs that creative teams and media teams describe in different words.
This is part 3 of the AdGeeks terminology series, after DSP terms and ad tech terms. It covers the creative vocabulary: formats, sizes, file types and the standards that make an ad play the same way on every site, app and TV screen.
Quick answer: Programmatic creative is defined by format (display, video, native, audio, rich media), size (IAB dimensions such as 300x250 or 728x90), file type (JPG, PNG, GIF, HTML5, MP4) and delivery standard (VAST for video, MRAID for in-app rich media). Check the DSP and publisher spec sheet before production, not after.
Creative basics
Landing page
The page people reach after clicking an ad. It should match the ad’s promise and load fast on mobile. A great ad that sends people to a slow, generic homepage wastes the click.
Call to action (CTA)
The action you want the viewer to take, usually written on a button: Book a demo, Shop the sale, Get a quote. One clear CTA per ad tends to beat two competing ones.
A/B test
Running two or more versions of an ad against similar audiences to see which performs better. Change one element at a time, such as the headline or the image, so you know what caused the difference.
Dynamic creative optimization (DCO)
DCO builds ad variations automatically from a template and a data feed, such as product, price, location or weather. The DSP or ad server then picks the best version for each impression.
Display ad sizes
Display ads are described by width and height in pixels. These IAB standard sizes win the most inventory:
300x250 (medium rectangle): the most widely supported size on desktop and mobile.
728x90 (leaderboard): a wide banner, usually at the top of desktop pages.
300x600 (half page): a tall format with plenty of room for a message.
160x600 (wide skyscraper): a narrow sidebar format on desktop.
320x50 (mobile banner): the standard small banner on phones.
970x250 (billboard): a large, high-impact desktop format.
Our ad size guide lists the full set with placement notes, and the ad preview tool shows how a banner looks in context.
File types
JPG
A compressed image format for photos. Files are small and there is no transparency. It is a safe default for static display ads with photography.
PNG
An image format that supports transparency and keeps sharp edges around text and logos. Files are usually larger than JPGs.
GIF
A simple format for short looping animations. It supports only 256 colors, so gradients and photos can look grainy. Many platforms cap animation length, commonly at 15 or 30 seconds.
HTML5
Ads built with HTML, CSS and JavaScript, usually delivered as a ZIP bundle. They support animation, interaction and sharper text than GIFs. Most DSPs require a declared click-through variable and set a file weight limit.
clickTag
The variable an HTML5 ad uses to receive its click-through URL from the ad server. It lets the ad server track clicks and change the destination without anyone editing the creative.
File weight
The total size of the creative files. Heavy ads load slowly and can be rejected. Many publishers and DSPs cap the initial load for display at around 150 KB, with extra allowance after the page loads. Always check the exact limit in the spec sheet.
Video and CTV
VAST
Short for Video Ad Serving Template, an IAB Tech Lab standard. A VAST tag tells the video player which ad file to play and which tracking events to fire, such as start, quartiles and completion. VAST 4.x is the current version.
VPAID, OMID and SIMID
VPAID let video ads run interactive code inside the player. It is being phased out because it slowed players down and raised security concerns. Measurement now runs through the Open Measurement SDK (OMID), and interactivity through SIMID.
Video completion rate (VCR)
The share of video impressions played to the end. Completion rates on CTV are often much higher than on mobile web because many CTV ads cannot be skipped.
Connected TV (CTV)
Connected TV ads stream to TV screens through smart TVs, streaming devices and consoles. CTV spots are usually 15 or 30 seconds, full screen and not clickable, so the message has to work without a click.
Mezzanine file
A high-quality master video file that many CTV platforms ask for. They use it to create versions that suit each TV app and screen. Check the required resolution, bitrate and loudness before you export.
Rich media, native and audio
Rich media
Ads with interactive or expanding elements, such as video inside a banner, galleries or simple games. They usually cost more to serve and need extra testing before launch.
MRAID
Short for Mobile Rich Media Ad Interface Definitions, an IAB standard that lets rich media ads work inside mobile apps. It gives the ad access to app functions such as expanding or closing.
Native ad
An ad that takes on the look of the content around it, built from parts like a headline, image, description and logo. The publisher assembles the parts, so you supply assets rather than a finished design. Read more about native advertising.
Audio ad
A spoken or musical ad on streaming music, podcasts or digital radio, often paired with a companion banner. 15 and 30 seconds are the usual lengths. See every format we run on the ad formats page.
A quick pre-flight checklist
Confirm the sizes, file types and weight limits for every DSP and deal.
Check that each HTML5 ad uses the clickTag correctly and that the landing page loads fast on mobile.
For video, test the VAST tag in a player and confirm the tracking events fire.
For CTV, deliver the file in the required resolution and loudness spec.
Name files clearly so reports match creatives at a glance.
Keep learning
That wraps up the AdGeeks terminology series. Start again from part 1: DSP terms or browse the programmatic advertising glossary. To see real formats in action, visit the creative showroom.
