HTML5 tags allow users to create interactive and animated creative messaging, with roughly double the engagement of a static file.As of November 2020, Ad Experiences customers can now upload and manage HTML5 ads directly in the Ad Experiences interface.

HTML5 creative files can be uploaded directly to the Ad Experiences system when launching a new tactic. To ensure that your HTML5 creatives are accepted by our system upon upload, please reference the specifications below. 



General Specs

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

Supported File Types


Supported File Sizes

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

  • 160 x 600
  • 300 x 250
  • 300 x 50
  • 300 x 100
  • 300 x 600
  • 320 x 50
  • 320 x 480
  • 336 x 280
  • 360 x 640
  • 728 x 90
  • 768 x 1024
  • 970 x 250
  • 970 x 90

Required ClickTag Implementation

Please click on one of the below articles for ClickTag implementation details:

Best Practices

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.


HTML5 Error Troubleshooting

Please click on the Troubleshooting: HTML5 article for HTML5 errors and how to solve them.

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. 

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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