Ad Specs and Creative Requirements

General Requirements

  • Creatives sizes: 970x250, 970x550, and 300×250.
    • We can also traffic 728×90 and 320x50 but the above sizes are the base requirement for campaigns.
  • Creatives have a clear “Call to Action”.
  • Creatives display your company logo.
  • All creatives that have a white or gray background must have a border around the image of at least 1px thick.

*Please note that the maximum file size for creatives is 250KB.

*We recommend a maximum of 3 creative concepts per line item.

*Please be sure to follow the Creative Content Policy here when launching any creatives

Creative Concepts

  • Please be sure to share a zip file of your creatives organized by file size > each creative concept
    • 1 Creative Concept should contain 3 top performing creatives (300x250, 970x250, + 970x550) all of the same look/feel and creative messaging
    • Please avoid mixing different file formats i.e. 1 concept – all gifs in top sizes, or all jpgs in top sizes

Click-Through URLs

  • Always use the original links to content.
  • Do not use or other URL shorteners. 
    • Shortened URLs are listed in Spamhaus and can negatively affect overall email delivery.
  • Please be sure to check and confirm URLs include only the approved Click-URL Macros and Accepted Characters
    • Please be sure to avoid using ${US_PRIVACY} macro as it is not supported on the backend.

Please Note:
Javascript is not supported in the email environment.


Standard Banner

Creative Size(s)

300×250, 970x250, 970x550, 728×90, 320x50

File Type


 File Size

Maximum file size of 250KB

Animation Length 

30 seconds max; 5 fps; 3 loops

3rd Party Tags Accepted?   Yes
1x1 Tags Accepted?   Yes
 Creative Lead Time   3 business days prior to launch 


Animated GIFs 

 File Size

Maximum file size of 250KB

Animation Length 

30 seconds or shorter

Please note: Animations can be looped but must stop after 30 seconds

Frame Rate

5 fps or slower

Creative Requirements
  • 3-5 creative concepts per ad size recommended
  • Complete creative rendering must be in the first frame of animation


Third-Party Tags

Assets Required 

For optimal performance, please provide 1x1 impression tracker, click tracker, and image file per each placement.

Please make sure the Static Tags (Standard Images and/or no script section of Javascript tags) are running the same creatives as the Javascript tags in order to ensure the correct images serve.


If you are currently using DCM standard tags, we ask that you provide the following as soon as possible:

  • Raw image asset
  • 1 X 1 impression tracker
  • Click tracker
Creative Size(s)

728×90, 300×250, 320x50, 970 X 250, 970 X 550

File Type

PNG/JPG/GIF (no Javascript or Flash)

One creative per placement. There is no creative or campaign rotation

 File Size

Maximum file size of 250KB

Animation Length 

30 seconds max; 5 fps; 3 loops 

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