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==Standard sizes== [[Image:Standard web banner ad sizes.svg|thumb|400px|IAB standard ad sizes. This illustration has been reduced in size. [[Media:Standard web banner ad sizes.svg|See actual sizes]].]] Ad sizes have been standardized to some extent by the [[Interactive Advertising Bureau|IAB]]. Prior to the IAB standardization, banner ads appeared in over 250 different sizes.<ref>{{cite book|last1=Gehl|first1=Robert|title=Reverse Engineering Social Media|date=2014|publisher=Temple|location=Philadelphia, PA|isbn=978-1439910351}}</ref> However, some websites and advertising networks (outside the Eurosphere or North America) may not use any or all of the IAB base ad sizes. The IAB ad sizes as of 2007 are:<ref name="y2007">{{cite web|url=http://www.iab.net/standards/adunits.asp|title=Ad Unit Guidelines|publisher=Interactive Advertising Bureau|url-status=live|archiveurl=https://web.archive.org/web/20071015042304/http://www.iab.net/standards/adunits.asp|archivedate=2007-10-15|access-date=2021-03-21}}</ref> {| class="wikitable" |+ Standard web banner sizes, entries ''highlighted'' in green are part of the IAB's original Universal Ad Package.<ref>{{cite web|title=Universal Ad Package|url=http://www.iab.net/guidelines/508676/508767/UAP|website=iab.net|access-date=July 28, 2014|url-status=live|archive-url=https://web.archive.org/web/20140705190833/http://www.iab.net/guidelines/508676/508767/UAP|archive-date=July 5, 2014}}</ref> Entries in red with a dagger suffix (†) were delisted after the update in 2011<ref>{{cite web|url=http://www.iab.net/iab_products_and_industry_services/1421/1443/1452|title=Ad Unit Guidelines|publisher=Interactive Advertising Bureau|url-status=live|archiveurl=https://web.archive.org/web/20110613035234/http://www.iab.net/iab_products_and_industry_services/1421/1443/1452|archivedate=2011-06-13|access-date=2021-03-21}}</ref> |- ! Name ! Width / [[pixels|px]] ! Height / [[pixels|px]] ! [[Aspect ratio (image)|Aspect ratio]] |- !colspan="4" scope="rowgroup"| Rectangles and Pop-Ups{{Efn|name="y2000"|This group was added around the beginning of 2000.}} |- !scope="row" style="background:#009e73;"| ''Medium Rectangle'' | '''300''' || '''250''' || '''{{resratio|6|5}}''' |- !scope="row" style="background:#d55e00;"| Square Pop-Up† | 250 || 250 || {{resratio|1}} |- !scope="row" style="background:#d55e00;"| Vertical Rectangle† | 240 || 400 || {{resratio|3|5}} |- !scope="row" style="background:#d55e00;"| Large Rectangle† | 336 || 280 || {{resratio|6|5}} |- !scope="row" style="background:#009e73;"| ''Rectangle'' | '''180''' || '''150''' || '''{{resratio|6|5}}''' |- !scope="row" style="background:#d55e00;"| 3:1 Rectangle†{{Efn|name="y2007a"|Added in 2007 update.<ref name="y2007"/>}} | 300 || 100 || {{resratio|3|1}} |- !scope="row" style="background:#d55e00;"| Pop-Under†{{Efn|name="y2007a"}} | 720 || 300 || {{resratio|12|5}} |- !colspan="4" scope="rowgroup"| Banners and Buttons |- !scope="row" style="background:#d55e00;"| Full banner† | 468 || 60 || {{resratio|78|10}} |- !scope="row" style="background:#d55e00;"| Half banner† | 234 || 60 || {{resratio|39|10}} |- !scope="row"| Micro button | 88 || 31 || {{resratio|88|31}} |- !scope="row" style="background:#d55e00;"| Button 1† | 120 || 90 || {{resratio|4|3}} |- !scope="row"| Button 2 | 120 || 60 || {{resratio|2|1}} |- !scope="row" style="background:#d55e00;"| Vertical banner† | 120 || 240 || {{resratio|1|2}} |- !scope="row" style="background:#d55e00;"| Square button† | 125 || 125 || {{resratio|1|1}} |- !scope="row" style="background:#009e73;"| {{anchor|Leaderboard}}''Leaderboard''{{Efn|name="y2003a"|Added in 2003 update.<ref name="y2002">{{cite web|url=http://www.iab.net/standards/adunits.asp|title=Ad Unit Guidelines|publisher=Interactive Advertising Bureau|url-status=live|archiveurl=https://web.archive.org/web/20021204093610/http://www.iab.net/standards/adunits.asp|archivedate=2002-12-04|access-date=2021-03-21}}</ref><ref name="y2003">{{cite web|url=http://www.iab.net/standards/adunits.asp|title=Ad Unit Guidelines|publisher=Interactive Advertising Bureau|url-status=live|archiveurl=https://web.archive.org/web/20031002012859/http://iab.net:80/standards/adunits.asp|archivedate=2003-10-02|access-date=2021-03-21}}</ref>}} | '''728''' || '''90''' || '''{{resratio|728|90}}''' |- !colspan="4" scope="rowgroup"| Skyscrapers{{Efn|name="y2000"}} |- !scope="row" style="background:#009e73;"| ''Wide skyscraper'' | '''160''' || '''600''' || '''{{resratio|4|15}}''' |- !scope="row" style="background:#d55e00;"| Skyscraper† | 120 || 600 || {{resratio|1|5}} |- !scope="row"| Half page ad{{Efn|name="y2004a"|Added in 2004 update.<ref name="y2003"/><ref name="y2004">{{cite web|url=http://www.iab.net/standards/adunits.asp|title=Ad Unit Guidelines|publisher=Interactive Advertising Bureau|url-status=live|archiveurl=https://web.archive.org/web/20040715013441/http://www.iab.net/standards/adunits.asp|archivedate=2004-07-15|access-date=2021-03-21}}</ref>}} | 300 || 600 || {{resratio|1|2}} |} '''Notes''' {{notelist}} In 2015, IAB announced advertising creative guidelines for display & mobile, considering HTML5.<ref>{{Cite web|title=INTERACTIVE ADVERTISING BUREAU – DISPLAY & MOBILE ADVERTISING CREATIVE FORMAT GUIDELINES: 2015 ADVERTISING CREATIVE GUIDELINES FOR DISPLAY & MOBILE – UPDATED FOR HTML5|url=https://www.iab.com/wp-content/uploads/2015/10/IAB_Display_Mobile_Creative_Guidelines_HTML5_2015.pdf|website=IAB|accessdate=2021-03-21}}</ref> In 2017, IAB also introduced the new guidelines, featuring adjustable ad formats, as well as the guidelines for new digital content experiences such as augmented reality (AR), virtual reality (VR), social media, mobile video, emoji ad messaging, and 360-degree video ads.<ref>{{Cite web|title=IAB New Ad Portfolio|url=https://www.iab.com/guidelines/iab-new-ad-portfolio/|website=IAB|accessdate=2021-03-21}}</ref><ref>{{Cite web|title=IAB New Standard Ad Unit Portfolio July 2017 |url=https://www.iab.com/wp-content/uploads/2019/07/IABNewAdPortfolio_FINAL_0719.pdf|website=IAB|accessdate=2021-03-21}}</ref><ref>{{Cite web|title=IAB New Standard Ad Unit Portfolio Transition Guide July 2017|url=https://www.iab.com/wp-content/uploads/2017/07/IABNewAdPortfolio_Transition_Guide_2017-07.pdf|website=IAB|accessdate=2021-03-21}}</ref> {| class="wikitable" |+ Fixed size ad specification<ref>{{Cite web|title=IAB New Ad Portfolio Fixed Size Ad Specifications|url=https://www.iab.com/wp-content/uploads/2019/04/IABNewAdPortfolio_LW_FixedSizeSpec.pdf|website=IAB|accessdate=2021-03-21}}</ref> |- !style="text-align:left" colspan=2| Ad Unit Name !colspan=3| Size (px) !! Aspect ratio !! Pixels {{resrow|970|250|Billboard|s=97:25}} {{resrow|300|50|Smartphone Banner}} {{resrow|320|50|Smartphone Banner|s=32:5}} {{resrow|728|90|Leaderboard}} {{resrow|970|90|Super Leaderboard/Pushdown|s=97:9}} {{resrow|300|1050|Portrait|3|s=2:7}} {{resrow|160|600|Skyscraper|s=4:15}} {{resrow|300|250|Medium Rectangle}} {{resrow|120|160|—|s=3:4}} {{resrow|640|1136|Mobile Phone Interstitial|S|s=≈9:16}} {{resrow|750|1334|Mobile Phone Interstitial|M|s=9:16}} {{resrow|1080|1920|Mobile Phone Interstitial|L|s=9:16}} {{resrow|120|20|Feature Phone Small Banner}} {{resrow|168|28|Feature Phone Medium Banner}} {{resrow|216|36|Feature Phone Large Banner}} |} Standard web banners included into the IAB's Universal Package and Ad Units Guidelines <ref>{{cite web|title=Ad Unit Guidelines|url=http://www.iab.net/guidelines/508676/508767/ad_unit|website=iab.net|access-date=July 28, 2014|url-status=live|archive-url=https://web.archive.org/web/20140729190410/http://www.iab.net/guidelines/508676/508767/ad_unit|archive-date=July 29, 2014}}</ref> are supported by major [[ad serving]] companies.<ref>{{cite web|title=IAB Rolls Out 'Universal Ad Package'|url=http://www.clickz.com/clickz/news/1701372/iab-rolls-out-universal-ad-package|website=clickz.com|date=11 December 2002|access-date=July 28, 2014|url-status=live|archive-url=https://web.archive.org/web/20140410191908/http://www.clickz.com/clickz/news/1701372/iab-rolls-out-universal-ad-package|archive-date=April 10, 2014}}</ref> This is particularly relevant for IAB members such as [[Adform]], [[AppNexus]], [[Chitika]], Conversant, [[Epom Ad Server|Epom]], HIRO, [[Mixpo]], [[SpotXchange]], [[Zedo|ZEDO]], and many others.<ref>{{cite web | url =http://www.iab.net/member_center/1521/1534 | title =IAB General Members | url-status =live | archive-url =https://web.archive.org/web/20150727192351/http://www.iab.net/member_center/1521/1534 | archive-date =2015-07-27 }}</ref> Additionally, ad serving providers may offer other, non-standard banner sizes and technologies, as well as the support of different online advertising formats (e.g. [[Native advertising|native ads]]). However, standard banner ad sizes are constantly evolving due to consumer creative fatigue and banner blindness. Ad companies consistently test performance of ad units to ensure maximum performance for their clients. IAB has updated its guideline bi-annually. Some publishers that are known for their unique, custom executions include [[BuzzFeed]], [[CraveOnline]], [[Quartz (publication)]], [[Thought Catalog]], Elite Daily, [[Vice Media, Inc.]], [[Mic (media company)]], and many others. According to media research firm eMarketer, such types of custom executions through publisher direct buys are on the rise, with [[Native advertising]] spending to hit over $4.3 Billion by the end of 2015.<ref>{{cite web|title=Marketers Expect Healthy Native Ad Spend Growth|url=http://www.emarketer.com/Article/Marketers-Expect-Healthy-Native-Ad-Spend-Growth/1011620|website=eMarketer|access-date=24 November 2014|url-status=live|archive-url=https://web.archive.org/web/20141125024241/http://www.emarketer.com/Article/Marketers-Expect-Healthy-Native-Ad-Spend-Growth/1011620|archive-date=25 November 2014}}</ref>
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