Universal Ad Package (UAP)

IAB released a complete overhaul of the IAB Standard Ad Unit Portfolio, for public comment, updating its digital ad formats to adapt across screens, and to incorporate the LEAN Principles of lightweight, encrypted, AdChoice supported, and non-invasive advertising. Please review the technical specifications and email your comments to [email protected] by December 22, 2016.

Read the press release and view all documents and examples here.


IAB Universal Ad Package has been updated for HTML5.

Starting in August 2002, the Ad Sizes Task Force began a process to reduce the number of ad sizes for the purposes of reducing the costs and inefficiencies associated with the planning, buying and creating online media. The result was the Universal Ad Package, a set of four ad sizes that all compliant member publishers have agreed to support.

Universal Ad Package Compliance

Publishers who are UAP compliant provide advertisers a set of 4 ad units (728×90, 300×250, 160×600 and 180×150) that enable advertisers the ability to reach the majority of that publisher’s audience – using, collectively, these units.

In 2015, IAB has updated the Universal Ad Package to reference HTML5 ad requirements. You can download the complete 2015 Advertising creative Guidelines for Display & Mobile – updated for HTML5 in PDF or in Excel.

Medium Rectangle Rectangle Wide Skyscraper Leaderboard
Initial Dimensions:
(WxH in pixels)
300x250
view sample
180x150
view sample
160x600
view sample
728x90
view sample
Maximum Expanded Dimensions:
(WxH in pixels)
Expansion not allowed for this unit Expansion not allowed for this unit Expansion not allowed for this unit Expansion not allowed for this unit
Max Initial File Load Size: 200 KB 80 KB 200 KB 200 KB
Host-initated SubLoad:
(See note 3 below)
Not allowed for this unit Not allowed for this unit Not allowed for this unit Not allowed for this unit
Animation/Video Guidelines:
(See video notes below)
15 sec max animation length

Video not allowed for this unit
(See “In-Banner Video” in Rich Media Guidance)
15 sec max animation length

Video not allowed for this unit
(See “In-Banner Video” in Rich Media Guidance)
15 sec max animation length

Video not allowed for this unit
(See “In-Banner Video” in Rich Media Guidance)
15 sec max animation length

Video not allowed for this unit
(See “In-Banner Video” in Rich Media Guidance)
Z-Index Range: 0 - 4,999 0 - 4,999 0 - 4,999 0 - 4,999
Guidelines last updated: 09/29/2015

Abbreviations: px = pixel and sec = seconds

General Ad Requirements (Apply to all ads):

Interest-Based Advertising (IBA): Include IBA self-regulation controls for ads using behavioral targeting (5 KB max file size).
Audio: Must be user-initiated. To allow for audio initiation in videos without player controls, a control may be included for user to initiate audio.
Hotspot: Not to exceed 1/4 size of ad. Initiated when cursor rests on hotspot for at least 1 sec. Must NOT initiate audio.
Defining ad space: Ad unit content must be clearly distinguishable from normal webpage content (ad unit must have clearly defined borders and not be confused with normal page content).
Max CPU: ad not to exceed 30% CPU usage during host-initiated execution.
Submission lead time: Minimum lead time for ad file submission is 6 days before campaign start.
Max number of host-initiated file requests: ad not to exceed 15 file requests during initial file load and host-initiated subload. Unlimited file requests allowed after user-interaction.

General Notes:

1. File weight calculation: All files for the ad (.html, .js, .css, images, etc.) must be included as part of the maximum file weight calculation for all file load limits. Shared libraries are also included as part of the file weight calculation unless otherwise expempted (see note 5). File weights are calculated after files have been compressed into gzip format (see note 7).
2. Initial file load: Includes all assets and files necessary for completing first visual display of the Ad.
3. Host-initiated subload: where allowed, additional files may load one second after the browser domContentLoadedEventEnd event. The ad should be able to "listen" for the browser domContentLoadedEventEnd event before subsequent files beyond the initial max file size may be loaded.
4. User-initiated file size: Ads that allow additional file size for host-initiated subload also allow for unlimited file load after user-initiated interaction. User initiation is the willful act of a user to engage with an ad. Users may interact by clicking or tapping the ad, and/or rolling over an ad (or a portion of an ad).
5. Shared Libraries: Publishers are encouraged to approve the use of shared libraries for HTML5 ads and exempt them from the ad's file weight calculation. As part of the publisher's certification process, both the shared libraries and their sources must be approved before any shared libraries may be exempted from the ad's file weight.
6. Rising Star display: Rising Stars ad units are designed to be the only rich media ad unit displayed on a webpage. Because of increased file load size, displaying a Rising Stars ad unit with any other rich media unit may compromise page-load performance. Other non-rich media ads should display without compromising performance.
7. Ad file compression: Ads should be compressed before being served to a site. The most universally compatible format for file compression in transit over the Internet is gzip.
8. Rising Star Style Guides: Please reference these updated guidelines for file sizes, and any references to Flash should be disregarded and replaced with HTML5.

HTML5 Note: HTML5 provides introduces new options for developing ads. The IAB has developed "HTML5 for Digital Advertising" (http://www.iab.net/html5) to help ad designers provide ads in HTML5 unit that will perform more successfully across the display advertising ecosystem. Please review this document and adopt its recommendations to help improve HTML5 ad performance in the industry.