Display advertising on your site or app? Set the technical requirements for the display ads upfront to avoid much headache with the advertisers later on.
Require a Static Fallback Image
Request that the advertiser supply a static GIF or PNG fallback image that can be displayed by browsers that are unable to display the HTML5 ad content. The fallback image should be of a reasonable size to avoid the entire ad space appearing to go blank.
Set File Format and Size Rules
Publishers can accept single zipped files containing HTML, CSS, JavaScript files and related assets. Also, polite loading of ad content is required (e.g. no preloading of big images or videos until the page has loaded).
Enforce Animation and Loop Limits
Also be sure to set limits on the animation of HTML5 ads, to prevent them hanging around too long on your site. Limit to three iterations of any one animation and require that any audio to be played by an ad is initiated by user interaction (e.g. play button clicked). This is all covered in the IAB UK display advertising standards, which are well worth referencing in your own site’s advertising policy.
Specify clickTag Implementation
Adverts must use a clickTag variable for tracking clicks on a URL. You can then change the URL that the clickTag links to in your reporting, to enable you to track new campaigns without having to change the advert itself.
Restrict z-index and iframe Behaviour
Set a maximum z-index for the ad to stop it from covering your site’s navigation, and ensure iframes are set to a fixed size and do not exceed the booked dimensions. HTML 5 Ads is covered in more detail at //thebannermen.com/banners/animated-ads/html5.
Share Your Spec Sheet Early
Share Your Spec Sheet Early with Publishers & Advertisers!
This simple document is enough to keep your ad inventory under control.
