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Specifications For HTML5 Creatives TTD

The document outlines specifications for HTML5 creatives, detailing requirements such as file sizes, packaging options, and click tag parameters. It emphasizes the importance of ensuring compatibility across different browsers and provides guidelines for graceful degradation of features. Additionally, it includes recommendations for file organization and performance optimization techniques.

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Milagros Ripoli
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© © All Rights Reserved
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124 views5 pages

Specifications For HTML5 Creatives TTD

The document outlines specifications for HTML5 creatives, detailing requirements such as file sizes, packaging options, and click tag parameters. It emphasizes the importance of ensuring compatibility across different browsers and provides guidelines for graceful degradation of features. Additionally, it includes recommendations for file organization and performance optimization techniques.

Uploaded by

Milagros Ripoli
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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5/19/25, 9:47 AM Specifications for HTML5 Creatives

Specifications for HTML5 Creatives


HTML5 creatives are a type of display creative with their own specific recommendations, sourced
from the IAB Display Advertising Guidelines. HTML5 creatives are displayed as a full HTML page in
an iFrame.

 Tip
Want a PDF version of the creative specifications? Download it from our
website.

Here's what you need to know about HTML5 creatives:

You may not use dynamic or expandable creatives as HTML5 creatives.


Different browsers have different subsets of HTML5 features enabled. Your creative might
fail on a browser if it attempts to use a feature that is not enabled in the browser. It is your
responsibility to ensure that your creative “gracefully degrades" in case the browser it is
viewed on doesn’t support the features it uses.
The IAB recommends adding the dimensions of your creative to your primary HTML
document in a meta tag inside of the <head> section of your document. Here's an
example, in which you'd replace the width and height values with the actual dimensions
of your creative:

<meta name="ad.size" content="width=300,height=250"/>

If an ad.size meta tag is not provided in the primary HTML document, you are prompted
to enter dimensions when you submit the creative.
The Trade Desk Hosted HTML5 system requires that you upload a static backup image. This
image is used to display the ad if a user has JavaScript disabled.
Commonly used JavaScript and CSS libraries (such as jQuery) do not need to be included
with the creative.
Including image sprites instead of multiple images decreases the number of file requests
made by your creative and increases its performance.

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5/19/25, 9:47 AM Specifications for HTML5 Creatives

Avoid the use of video tags in HTML5.


Audio tags should play only if a user intentionally starts the audio.

For details on this creative type, see HTML5 For Digital Advertising: Guidance for Ad Designers and
Creative Technologists.

File Sizes
The following table lists the supported file sizes for HTML5 creatives. For additional requirements,
see File Packaging.

Requirement Maximum Specification

Initial load 300 KB (200 KB recommended)

Subload 600 KB

Initial file load count 10 files

Subload file count 100 files

File size 5 MB

User-initiated load 2.2 MB (recommended)

File Packaging
You can use one of the following packaging options:

A single HTML file.


All information for serving the creative (with the exception of commonly used JavaScript
and CSS libraries) should be included in the HTML file. The maximum HTML file size is 200
KB.
A single root/main HTML file with supporting images.
A single root/main HTML file with supporting images and additional supporting JS and CSS
files.

Here's what you need to know about using compressed (ZIP) files:

All files for displaying the creative (with the exception of commonly used JavaScript and
CSS libraries) should be included in the ZIP file.
The primary HTML file should be located in the root of the ZIP file.

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5/19/25, 9:47 AM Specifications for HTML5 Creatives

ZIP files must contain no more than 100 files, including at least one HTML file for use as the
initiating file for display. Keep the file count low to minimize browser performance impact.
You can include only HTML, JS, CSS, MP4, JPG, JPEG, GIF, PNG, and SVG files in a ZIP file.
When packaging HTML5 creatives, include the asset files, not the folder containing them, in
the ZIP file:

The following table lists the maximum file size requirements for compressed files. See also File
Sizes.

Requirement Maximum Size

Automatically-started video Less than 1.1 MB

Any individual file 2.2 MB

Primary HTML file 100 KB

ZIP file compressed Less than 10 MB

ZIP file uncompressed Less than 12 MB

Click Tag Parameters


A click tag is a parameter used in HTML5 banner ads. The parameter is a variable that defines the
destination URL and is provided in the primary HTML file as a URL parameter.

Here's what you need to know about click tag parameters:

You can customize the name of the URL parameter when uploading or editing the creative.

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Click tag names are case-sensitive. Be sure to use uniform capitalization throughout the
creative and any supporting files. For example, clickTag and clickTAG are not
interchangeable. The Trade Desk Platform defaults to clickTAG .
When the user clicks the ad, the creative must direct the user to the correct click tag page
in a new window.
If you want to also use that clickthrough URL in your HTML5 creative, you can configure the
creative to use the backup clickthrough URL as the default clickthrough URL.
To call the clickthrough page through the backup ad image correctly, you must supply a
clickthrough parameter.
You can use multiple click-through URLs and define different landing pages for different
actions.
If you append a URL-escaped landing page to the click tag URL, the platform tracks the
click and redirects the request to the given landing page.

var clickTag = getParameterByName("clickTag") + 


encodeURIComponent("http://www.thetradedesk.com");

 Tip
Use JavaScript to read the parameter from the document location URL and
use it to set up the landing page for your clicks. You can use either all single
quotes (') or all double quotes (") in your code, but you cannot mix them.

Example 23. A Click Tag Parameter Example

The following code block shows one way to retrieve and implement a creative with a
clickthrough URL that has been specified in The Trade Desk platform. In this example, a single
image is wrapped with an anchor tag, which, when clicked, opens a new window with the
address stored in the clickTag URL parameter of the creative.

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5/19/25, 9:47 AM Specifications for HTML5 Creatives

<html> 
<head>
<script type="text/javascript" charset="utf-8">
function getParameterByName(name) { 
1
// Returns the value of URL parameter "name"
name = name.replace(/[\[]/, "\\[").replace(/[\]]/, "\\]");
var regex = new RegExp("[\\?&]" + name + "=([^&#]*)"),
results = regex.exec(location.search);
return results === null
? ""
: decodeURIComponent(results[1].replace(/\+/g, " "));
}
var clickTag = getParameterByName("clickTag");


2
</script>
</head>
<body>
<a href="javascript:window.open(window.clickTag);void(0);">
<img src="clickme.jpg"/>
</a>
</body>
</html>


1 This function retrieves the clickTag parameter.


2 The location where the value for the clickthrough URL should be stored in the
window.clickTag variable.

© 2025 The Trade Desk. All rights reserved.


All rights reserved. No part of this document covered by copyright may be reproduced in any form or by any
means-graphic, electronic, or mechanical, including photocopying, recording, taping, or storage in an electronic
retrieval system without prior written permission of The Trade Desk, Inc.
Last modified: May 12, 2025 English

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