Creative Guidelines and Specifications

ad:personam enables you to upload various creative types to your ad campaigns, between display banners, native ad, video, and audio, depending on the ad experience you are trying to create.​
​ad:personam is very careful to ensure that the advertisements (creatives) that are uploaded to the platform are acceptable to all parties. For quality assurance, all creatives that serve on third-party inventory must pass Xandr's audit.




Your uploaded Creatives are Hosted with Xandr. The Xandr platform functions as a full-service ad server built specifically for the real-time advertising business; hosting your creatives lets you take full advantage of this technology. In addition, you gain a single source for advanced reporting data, avoid paying ad serving fees to multiple parties, and can rely on the Xandr creative standards and auditing to ensure the quality and consistency of your creatives

Content requirements

The following content in ads is prohibited: 

  • Tobacco, weapons, nudity, defamatory/hate content, illegal activities, profanities, or spyware.

  • Offers of free gifts, links to quizzes and surveys, misleading claims, and references to sex or sexuality.

  • Language: the language of the landing page must match the language of the creative. For example, if the creative is in Spanish, the landing page must also be in Spanish.

  • Offer category: audited creatives will be assigned a brand category based on the content of the landing page.

  • Sensitive Categories: creatives that contain content or offers not prohibited but potentially sensitive for some sellers will be flagged and categorized.

  • Each creative must have a single discernible brand or product offering associated with it. Multiple brands combined to make a single offer will be accepted.

  • Creatives may not rotate brands.

  • Brands must be on the Xandr brands list (we will add brands as needed).

Creative Auditing

Creatives must pass through the creative auditing process to run on Xandr real-time inventory.
All aggregators, including Microsoft, require creatives to be audited by the Xandr team prior to running on their inventory. All creatives added to the Xandr platform undergo human auditing by a member of our Audit team, except for GDN images, in which we rely on Google's policies and review processes.

Creative Auditing Timeline : Creatives are audited once the campaign is activated with a target completion time of one business day from the activation. 

Creative Standards

Platform Policies
ad:personam follows Xandr’s foundational policies that all creative and inventory content must follow. Creatives that violate these policies will be removed from the platform, and will be ineligible for both RTB and in-network buying. Repeated violation of these policies may result in strikes against offending members.

Guidelines for display creatives

This topic contains recommendations as well as a small number of technical requirements imposed on creatives by the Xandr Platform.
Follow these recommendations when building creatives of any type:

Technical requirements

  • The size of the file in KB should not exceed 150kb

  • Duration of animated ads must be 30 seconds or less.

  • Ads must open in a new tab or new window only.

  • Avoid auto-initiated audio; it's frequently blocked by publishers.

  • The ad must successfully deliver the user to an acceptable landing page in a separate browser tab upon click interaction.

  • The actual dimensions of the ad content must match the dimensions configured for the creative.

  • Creatives may not use LSOs (local shared objects). In other words, ad creatives hosted by Xandr or trafficked through the Xandr platform may not set Flash cookies or other LSOs for online behavioral advertising, ad delivery and reporting, or multi-site advertising. Prohibited uses include but are not limited to storing user IDs, interest segments, user browsing history, or other unique user data. LSOs include flash cookies, browser helper objects, and HTML5 localStorage.

  • Creatives may not set, read, write, modify or delete any cookie on an Xandr owned or operated domain.


Supported file types
Images: JPEG, GIF, PNG

We recommend the following size formats to maximise reach and performance

  • 160x600 (wide skyscraper)

  • 120x600 (skyscraper)

  • 300x250 (medium rectangle)

  • 728x90 (leaderboard)

  • 300x600 (half-page ad)

mobile sizes

  • 320x50 (leaderboard)

  • 320x50 (banner)

  • 320x480 (Portrait interstitial)

  • 480x320 (Landscape Interstitial)

  • 320x100 (Large Banner)

  • 216x36 (Large Banner)

  • 168x28 (Medium Banner)

  • 120x20 (Small Banner)


Creative Landing Pages

  • The landing page must open in a new tab or window, and may not navigate away from the publisher's page.

  • The landing page must match the language, brand, and offer of the creative.

  • Landing pages must otherwise meet Xandr content standards.



  • Clicking on an ad must not initiate a download of any type of file

  • Landing pages must meet Xandr standards

Specifications for Hosted VAST Video Creatives
  • Max Video File Size: 10MB

  • Minimum Bit Rate: 2500kbps

  • Minimum Size: 1280x720px

  • File Types: x-flv, mp4, webm, x-ms-wmv, ogg, x-msvideo, mpeg, quicktime, 3gpp, 3gpp2, x-m4v

Video Types

out-stream video

Outstream is a video ad format for which the video ad is displayed in a player that opens as the consumer scrolls through a different kind of content, typically text.


in-stream video

In-stream video creatives are played in video players on web pages. They are played before, in the middle of, or after other video content


in-banner video

creatives are played in banner placements rather than in video players

What is VAST?


VAST stands for Video Ad Serving Template. It is an XML-based video ad serving protocol that provides a uniform way for video content to be transferred from ad servers to video players on web pages. For more details about VAST, see the Interactive Advertising Bureau's VAST documentation at

What inventory is available for in-stream (VAST) videos?

In-stream video inventory from StickyADS, SpotXchange, LiveRail, AdapTV, Rubicon and Google Ad Exchange is available on the Xandr Platform.

How are video impressions counted ?

Xandr counts video impressions based on IAB guidelines. Quartile and completion events are also tracked. You can obtain details by generating video specific reports relevant to you. See the Reporting Guide.

Audio Creative Guidelines and Specifications

To serve on the Xandr platform and other third-party platforms, all audio creatives must adhere to the guidelines and specifications listed here, our creative standards, and any other guidelines that may apply.

Adhere to these guidelines and specifications when creating audio creatives:


The file size limit is 1 GB for hosted audio creatives.


The audio creative must be created using one of the following file types: 3G2 (3GPP2), 3GP (3GPP), Advanced Audio Coding (AAC), Advanced Systems Format (ASF), Audio Video Interactive (AVI), F4A, F4B, F4P, F4V, FLV, M2V, M4P, M4V, MKV, MOV, MPE, MPEG, MPEG-2 (MP2), MPEG-3 (MP3), MPEG-4 (MP4), MPG, MPV, OGG, OGV, QuickTime (QT), RM, SWF, VOB, WAV, WebM, and Windows Media Video (WMV).


If your audio creative will serve on Pandora / AdsWizz, Spotify, and Triton inventory, it must adhere to the following format requirements provided by the seller:

Pandora / AdsWizz

  • File type: MP3, AAC, WAV

  • File size: Maximum 20MB

  • Bit rate: Minimum 128 kbps, 196kbs recommended

  • Ad length: 15, 30, or 60 seconds



  • File type: MP3, WAV or OGG

  • Companion Banner: 640x640 or 300x250

  • Bit rate: Minimum 128 kbps

  • Ad length: 15 or 30 seconds


  • File type: MP3

  • Bit rate:128 kbps

  • Ad length: 15, 30, or 60 seconds

  • Trimmed of slate/silence

  • Sample rate: 44100 Hz

  • Volume: Normalized to -4db

This document is incorporated by reference into the General Terms & Conditions of that can be found here:

which covers the following chapters applicable to this Insertion Order Service Level Agreement and ad:personam applications and website in general