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What is a good banner ad?

What regulates initial download size of a banner ad unit to conform with IAB standards?

  • For example, for a 300x600 half page ad, the IAB recommends a maximum initial download fileweight of 40k. Does "initial download fileweight" simply mean the total size of the ad unit? If there is more to download, would code inside the ad unit itself regulate this initial download size (to keep it under the 40k limit)? Is that dependent on the the image size? I've also come across terms like "flash" & "static" but did not run into them on the IAB's site. Am I over-thinking the file limit?

  • Answer:

    Flash means an animated flash banner, typically developed using Adobe Flash. Static means .jpg, .gif or .png format. Even when you traffic a flash banner, they will want you to provide a .jpg or .gif version of that ad, for browsers that don't have the flash plug in installed, or for ads being served on iPads and iPhones which don't allow flash. 40k fileweight is pretty standard for the "intial load" in a flash banner. It is the total weight for the first flash movie that is served by the adserver. It refers to the total weight (k size) of the .swf movie you are serving. .swf is the file format for a published flash movie (sort of like compiled code...) Some placements allow you to have flash banners (flash movies, also called .swfs) that actually "call" and load other flash movies (via actionscript), so that more data can be loaded into the banner after the initial load. Typically the user has to click something in the banner to get it to call another flash movie... but this is not always the case. A publisher will let you know what the parameters are and how to set up your flash banners properly.

Paula Grech at Quora Visit the source

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The "regulation" itself is established by what publishers, ad ops and the ad tech itself agrees to be a standard. These standards are revised every other year to ensure they follow the evolution of possibilities.

Samuel Parent

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