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GroupM – Guidlines for RTB creatives

GUIDELINES FOR RTB CREATIVES

RTB TECHNICAL REQUIREMENTS

Below are the most common requirements for an ad running on supported inventory sources.

  • Deliver .SWF Creative please also deliver .JPEG or .GIF file.
  • Accepted file types: JPEG, .GIF, .SWF (Flash), DHTML.
  • Cannot contain auto-video, auto-audio, or auto-expandable.
  • Excessive file weight (initial load size bigger than 50K) not allowed (depending on ad dimensions).
  • All Flash ads should support the clickTAG variable.
  • Supports Standard Rich Media.
  • Take Over creative not allowed.
  • Animated GIF ads must have a frame rate no faster than 5 fps.
  • Flash ads must have a frame rate no faster than 18 fps.
  • Ads that shake or have high frequency flicker rates (between 5 – 30 transitions per second) not allowed.
  • Creative cannot be from or make a call to an unapproved adserver.
  • Pop ups, surveys or any ad that spawns them not allowed.
  • Colonizing ads that spawn additional windows or messages beyond the original advertising message are not allowed. Ads must open in new tab or new window only.
  • On all .gif and .swf ads with partially black or white backgrounds a visible border of a contrasting color to the majority background color of the ad must be added.

 

We recommend to deliver .JPEG or .GIF Creative with strict Call 2 Action.

 

IMAGE SIZE

  • PL Billboard: 750×100
  • PL Double Billboard 750×200
  • PL Triple Billboard 750×300
  • Banner: 468 x 60
  • Leaderboard: 728 x 90
  • Square: 250 x 250
  • Small square: 200 x 200
  • Large rectangle: 336 x 280
  • Inline rectangle: 300 x 250
  • Skyscraper: 120 x 600
  • Wide skyscraper: 160 x 600
  • Half-page: 300 x 600
  • Large leaderboard: 970×90
  • Large mobile banner:320 x 100
  • Billboard: 970 x 250
  • 300×100

The most common ad dimensions include:

  • 728×90
  • 750×200
  • 120×600
  • 336×280
  • 468×60
  • 750×100
  • 160×600
  • 300×250

COMMON CONTENT REQUIREMENTS

  • Spyware, malware viruses, ActiveX etc. results in removal of the ad.
  • Non-functional, deceptive or misleading elements or content not allowed.
  • Ads cannot appear as if they are actually content or links on a publisher’s site. It must be distinguished from content.
  • No privacy policy on landing page that requests PII results in ad prohibition.
  • Exact offer in the creative must be actionable on the landing page (example: if 15% off is offered in the creative, 15% exactly must be advertised on the landing page),
  • Non-US landing pages are okay, but any prices shown in creatives must be in the advertiser country’s currency
  • Windows Live currently only accepts creatives in English and Windows Live Latino only accepts creatives in English and Spanish.
  • Content restrictions: Banners of RTB campaigns must not have any sensitive information from these categories: politics, dating, religion, video games (casual & online), ringtones & downloadables, get-rich-quick, weight loss, cosmetic procedures & body modification, drugs & supplements, sexual & reproductive health, consumer loans, free gifts, quizzes & surveys, misleading claims, references to sex & sexuality. Prohibited content also includes tobacco/weapons, nudity, defamatory/hate content, illegal activities, profanities, exploitation (includes international dating etc.), spyware, extra-specific targeting, fake operating system interface, gambling; children’s content is prohibited from prompting personally identifiable information (P.I.I.), political creatives cannot use “hot-button issues”, web-based colleges must be accredited. No potential brand competitors, no misappropriation of logos or brand.
  • Compliance with AdChoices program, if applicable (for Microsoft AdExchange).
  • Competitive Exclusion not allowed (which includes Publisher Specified Requirements or covers other Publisher filtering).
  • Inappropriate content not allowed (pornography, racist, gambling etc.)

GENERAL

In order for ad-serving systems to track clicks when displaying Flash banners, the Flash banners must be programmed to use clickTAG variables instead of pre-defined URLs. The clickTAG variables are passed to the Flash file by the HTML page that shows the Flash banner. Thereby, the ad-serving systems can track the number of clicks and change the URL real-time, without having to modify the Flash banner.

  • File size is limited to 60 KB. However, please note that most Ad Exchanges only accept files up to 49 KB.
  • Flash banners must be compiled with Flash 8 or higher versions
  • Fallback *.gif banners must always be supplied for all formats
  • Flash Clicks/Links use clickTAG’s
  • Clicks/Links must avoid being blocked by pop-up blocks
  • CPU usage mus

CPU RECOMMENDATIONS

Complexive flash banners may be the reason of high CPU usage. Some publishers are paying attention not only to file size but also to CPU usage. We recommend checking some common High CPU usage factors:

  • Frame Rate is over 18 frames per second; reducing the number to 18 in most cases does not degrade visual performance.
  • Multiple animated sequences across many layers animating at the same time.
  • Animated sequences set to be translucent and animating on top of an imported graphic (ex: jpeg, png, etc.).
  • Action Script-generated events set to randomly generate (ex: fog and rain).
  • Imported graphics scaled up over a long period of time.
  • Masking and animated masking techniques can also require a large amount of CPU resources.

FLASH BANNERS RESTRICTIONS

Due to possible security issues We do not accept:

  • obfuscated Flash banners;
  • banners with some restricted AS functions;
  • banners which are Flash cookie dependant.

CLICKTAG

We don’t allow Flash ads that don’t support the clickTAG variable. The clickTAG is the tracking code assigned by the system to an individual ad. It allows the system to register where the ad was displayed when it was clicked and helps advertisers determine the effectiveness of their campaign.

  • On any click, Flash ads should redirect to the URL specified in the clickTAG argument; there should be no other redirection in between.
  • The variable name must be spelled „clickTAG” (upper-case TAG; no space between click and TAG) and not „click tag,” „Click Tag,” or any other form.

ClickTAG parameter code for ActionScript 2:

on (release) {
if (clickTAG.substr(0,5) == „http:”) {
getURL(clickTAG, „_blank”);
}
}

ClickTAG parameter code for ActionScript 3:

import flash.events.MouseEvent;
import flash.net.URLRequest;
// ……
someButton_or_displayObject_to_receive_mouseClick.addEventListener(
MouseEvent.CLICK,
function(event: MouseEvent) : void {
flash.net.navigateToURL(new URLRequest( root.loaderInfo.parameters.clickTAG), „_blank”);
}
);

ClickTAG parameter code to check for the https: prefix:

on (release)
{
if (clickTAG.substr(0, 5) == „http:” || clickTAG.substr(0, 6) == „https:”)
{
getURL(clickTAG, „_blank”);
}
}

Replace someButton_or_displayObject_to_receive_mouseClick with the actual name of button that will receive the click.

Note that it’s not necessary to specify the destination URL for the ad anywhere in this code; this is taken care of through the usage of clickTAG. Also, depending on the structure of your Flash ad, it may be necessary to prepend „_root.” or „_level0.” to „clickTAG” above, resulting in „_root.clickTAG” or „_level0.clickTAG”. It is strongly recommended to upload the ad into your account and verify that the ad is behaving normally prior to it going live, allowing time for any necessary changes.

TRACKING EVENT CONSTRAINTS

System doesn’t allow the specific tracking of user interactions that don’t involve clicks. Tracking parameters that are not allowed include:

  • View-through tracking
  • Key-modifier tracking
  • Mouse location tracking

FOR MORE DETAILS ON FLASH, INCLUDING DETAILED TECHNICAL SPECIFICATIONS, REFER TO THE OFFICIAL

Flash help center