HTML5 Creative Specifications

Please download the PDF guide at the bottom of this article for the complete HTML5 ad requirements.


General Specs
HTML 5 creatives are a type of display creative and must follow the same guidelines as display with some additional recommendations.

File types:

File size:
Initial: 200 KB maximum
Max Initial File Load Count: 15 Files
Subsequent/Polite Load: 1 MB maximum
User-Initiated Load: 2.2 MB Recommended


Required ClickTag Implementation

The following tag must be placed before the closing </body> tag of HTML5 advertisements to make them clickable.

<script type="text/javascript">
 function getParameterByName(name) {
   name = name.replace(/[\[]/, "\\[").replace(/[\]]/, "\\]");
   var regex = new RegExp("[\\?&]" + name + "=([^&#]*)"),
       results = regex.exec(;
   return results === null ? "" :
       decodeURIComponent(results[1].replace(/\+/g, " "));
 var banner = document.getElementById('Stage');
   var clickTag = getParameterByName('clickTAG');, "_blank");


Best Practices
Commonly Used JavaScript and CSS Libraries
The IAB suggests that commonly used JavaScript and CSS libraries (e.g. jQuery) do not need to be included with the creative. The IAB has a list of commonly used libraries on their HTML5 Wiki page.

Image Sprite
To help increase performance from HTML ads, the IAB suggests that you include image sprites instead of many images to decrease the number of file requests made by your creative. The IAB has a list of commonly used sprite creation tools on their HTML5 Wiki page.

Video Tags
Video tags may be used in place of animations as long as the video file follows all IAB and Terminus guidelines for display creatives. Videos should always be muted unless a user intentionally triggers sound, and should not automatically be played on mobile devices.

Audio Tags
Audio tags may be used on a creative. Audio tags should only play if an intentional user action starts the audio.


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