There was an unexpected error authorizing you. Please try again.
arrow-downarrow-leftarrow-rightarrow-upbiocircleclosedownloadfacebookgplus instagram linkedinmailmenuphoneplaysearchsharespinnertwitteryoutube

IAB Tech Lab Releases HTML5 Ad Validator, One-Stop Resource For Testing Mobile & Desktop Ads Against IAB Display Ad Creative Guidelines

Provides Analysis of File Weights, File Requests, Shared Libraries, and Progressive Video & Offers Recommendations for Balancing User Experience with Ad Load

Tech Lab Also Teams with IAB Mobile Marketing Center of Excellence to Publish Updated HTML5 for Digital Advertising Guide

NEW YORK, NY (April 11, 2016) – The IAB Technology Laboratory released its HTML5 Ad Validator, a first-of-its-kind online tool that allows for quick and easy testing of mobile and desktop ad creative against the IAB Display Creative Guidelines. It offers critical analysis to help ad designers, developers, and ad operations teams build ad creative that delivers better user experience.

The HTML5 Ad Validator takes multiple inputs for validating ads – both zipped ad package or JavaScript ad tags – and then examines IAB Display Creative Guidelines recommendations for the following:

  • File weights
  • File requests
  • Shared libraries
  • Progressive video
  • Ad load, including sub-load criteria

It also supplies insights into additional factors that are relevant to optimizing ad creative:

  • File types in the ad creative, such as images, JavaScript, HTML, etc.
  • Breakdown of file types by weight
  • All URLs accessed by the ad
  • Snapshots of how the ad displays at 1 second intervals to show progression over time
  • Click tags or links to specific advertising landing pages and redirects
  • CPU usage

“As the industry rallies around the need for optimal user experience, the HTML5 Ad Validator will play a vital role,” said Scott Cunningham, General Manager, IAB Tech Lab, and Senior Vice President, Technology and Ad Operations, IAB. “Ads that are designed with load time, file weight and other key elements top-of-mind will break through the clutter across digital screens.”

“The HTML5 Ad Validator will further accelerate the rapid adoption of HTML5,” said Steven S. Suthiana, Global Head, Digital Media and Operations, Mansueto Ventures, Publisher of Fast Company and Inc. Magazines, and Co-Chair of the IAB Display Creative Guidelines Working Group. “This tool makes it easier than ever to ensure that ad creative written in HTML5 meets critical guidelines – addressing factors that can make the difference between a good ad and a great one.” ​

Accompanying the launch of the HTML5 Ad Validator, the IAB Tech Lab has teamed with the IAB Mobile Marketing Center of Excellence to release an update to its HTML5 for Digital Advertising report. The revised guide provides advice on ad development in HTML5, including tips for generating, packaging, and testing ads, as well as tips for ad designers and developers on how to work with ad operations to ensure ads will load and work as expected in a live campaign.

“HTML5 is at the foundation of today’s cross-screen creative,” said Anna Bager, Senior Vice President and General Manager, Mobile and Video, IAB. “The combination of the HTML5 Ad Validator and the update to the HTML5 for Digital Advertising paper will prove to be powerful assets for the industry, as consumers demand better user experience across screens and advertisers require seamless creative to support that demand.”

The IAB Tech Lab HTML5 Ad Validator was released at the IAB Mobile Marketplace conference in New York City. It is available for use by the entire ecosystem and can be accessed by visiting To download the revised HTML5 for Digital Advertising guide, go to

About the IAB Technology Laboratory
The IAB Technology Laboratory is an independent, international, nonprofit research and development consortium charged with producing and helping companies implement global industry technical standards. Comprised of digital publishers and ad technology firms, as well as marketers, agencies, and other companies with interests in the interactive marketing arena, the IAB Tech Lab’s goal is to reduce friction associated with the digital advertising and marketing supply chain, while contributing to the safe and secure growth of the industry. The organization’s founding member companies include AppNexus, Google, Hearst Magazines Digital Media, PubMatic, Tremor Video, Yahoo, and Yahoo! JAPAN. Established in 2014, the IAB Tech Lab is headquartered in New York City with an office in San Francisco.

About IAB
The Interactive Advertising Bureau (IAB) empowers the media and marketing industries to thrive in the digital economy. It is comprised of more than 650 leading media and technology companies that are responsible for selling, delivering, and optimizing digital advertising or marketing campaigns. Together, they account for 86 percent of online advertising in the United States. Working with its member companies, the IAB develops technical standards and best practices and fields critical research on interactive advertising, while also educating brands, agencies, and the wider business community on the importance of digital marketing. The organization is committed to professional development and elevating the knowledge, skills, expertise, and diversity of the workforce across the industry. Through the work of its public policy office in Washington, D.C., the IAB advocates for its members and promotes the value of the interactive advertising industry to legislators and policymakers. Founded in 1996, the IAB is headquartered in New York City and has a West Coast office in San Francisco.

IAB Media Contact
Laura Goldberg
[email protected]