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Supported Ad Exchange ad sizes

Ad Exchange supports a variety of ad sizes. You can also enter custom sizes, which allow you to send Ad Exchange requests for any size. However, to optimize performance, you may want to adhere to the top performing ad sizes listed below.

Here are basic guidelines on ad formats for the ad sizes:

  • “Text & display ads" is the recommended ad format for most of these sizes.
  • If only "display ads" is selected, then publishers could experience low revenue. Therefore, "display ads" is NOT recommended and should only be used if the publisher is aware of the buyer demand.
  • (DOES NOT APPLY to top performing ad sizes) If "text & display ads" is selected, the bulk of the demand will initially come from AdWords text ads while Ad Exchange buyers ramp up their campaigns in these ad sizes.
  • “Text” ad format is NOT recommended for the following sizes: 300x31, 292x30, 120x60, 88x31. 

Similar-sized ads

To help increase competition for a particular ad size, we might substitute a text ad or similar-sized display ad to appear within the ad slot. When this happens, the size of the similar ad is modified (using advanced imaging techniques) if needed and then served in the ad slot. Note that the new ad size does not necessarily match the full width or height of the ad slot.

For ad slots opted in to showing display ads, these are just a few examples of the many possible similar-sized ad displays:

  • 728x90 ad is placed in a 970x90 ad slot (no ad resizing)
  • 468x60 ad is resized to 320x50 in a 320x50 ad slot
  • 336x280 ad is resized to 300x250 in a 300x250 ad slot
  • 300x250 ad is resized to 336x280 in a 336x280 ad slot
  • 468x60 ad is resized to 632x81 in a 728x90 ad slot

You can control which creative sizes fill your ad slots using the Flexible sizes rule type.

To help you choose ad sizes that best complement your pages, we've put together the following tables, along with some suggested guidelines for using custom sizes:

Top performing ad sizes
Other supported ad sizes
Regional ad sizes
Custom size guidelines for text ads

Top performing ad sizes

 
Ad size Description
300x250* Also known as a "medium rectangle." Tends to have more ad inventory available from advertisers, which can increase earnings when both text and image ads are enabled.

Performs well when embedded within text content or at the end of articles.
336x280  Also known as a "large rectangle." Tends to have more ad inventory available from advertisers, which can increase earnings when both text and image ads are enabled.

Performs well when embedded within text content or at the end of articles.
728x90* Also known as a "leaderboard." Tends to have more ad inventory available from advertisers, which can increase earnings when both text and image ads are enabled.

Performs well if placed above main content, and on forum sites.

Can also be used with tablet-optimized pages.
160x600 Also known as a "wide skyscraper." Tends to have more ad inventory available from advertisers, which can increase earnings when both text and image ads are enabled.

Best if used along sidebars of webpages.

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Other supported ad sizes

Ad size Description
970x250 High demand in preferred deals and private auctions.
970x66  
320x50* Also known as the "mobile leaderboard." This format is a mobile-optimized banner.

These ads fill the width of a smartphone screen (e.g., iPhone, Android, BlackBerry 6 etc.).
468x60* Also known as a "banner." This format can fit into smaller spaces that don't accommodate the 728x90 leaderboard.

The supply of available display ads for this ad size is generally limited though, which may lead to sub-optimal ad performance.

Can also be used with tablet-optimized pages.
300x1050  
300x50 Mobile-friendly web size
300x100 Mobile-friendly web size
234x60 Also known as a "half banner." This format can fit into small spaces.

This size doesn't tend to perform as well as others due to its small size and limited supply of available display ads.
120x600 Also known as a "skyscraper," this format can fit into narrower spaces that don't accommodate the 160x600 wide skyscraper.

The supply of available display ads for this ad size is more limited though, which may lead to sub-optimal ad performance.
120x240 Also known as a "vertical banner," this format can fit into small spaces.

This size doesn't tend to perform as well as others due to its small size and limited supply of available display ads.
970x90 Sometimes referred to as a "large leaderboard."

This size is ideal to showcase High-Definition content such as videos, photos, animations, and applications.
960x90  
300x600 Sometimes referred to as a "half page." This format provides a larger space for advertisers to get their message across and can offer users rich engagement.

The 300x600 is one of the fastest growing sizes by impressions and is indicative of a trend where publishers are offering more visually impactful ad sizes that are preferred by brand advertisers.
320x100* Mobile-driven ad format that provides twice the height of standard mobile banners. 
300x31  
292x30  
250x250 Also known as a "square," this format can fit into smaller spaces that don't accommodate the larger rectangles.

The supply of available display ads for this ad size is generally limited though, which may lead to sub-optimal ad performance.
240x133  
220x90  
200x446  
200x200 Also known as a "small square," this format can fit into smaller spaces that don't accommodate the larger rectangles.

The supply of available display ads for this ad size is generally limited though, which may lead to sub-optimal ad performance.
180x150 Also known as a "small rectangle," this format can fit into small spaces.

This size doesn't tend to perform as well as others due to its small size and limited supply of available display ads.
125x125 Also known as a "button," this format can fit into small spaces.

This size doesn't tend to perform as well as others due to its small size and limited supply of available display ads.
120x60 Also known as a "button," this format can fit into small spaces.
88x31 Also known as a "button," this format can fit into small spaces.
Interstitials* Used for full screen ads. Only supported by mobile-apps.

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Regional ad sizes 

Ad size Description
240x400 Also known as a "vertical rectangle." Most popular size in Russia.
980x120 Also known as a "panorama." Most popular size in Sweden and Finland. Can also be used as a substitute in Norway. Performs well when placed above main content.
980x90 Popular European size.
250x360 Also known as a "triple widescreen." Second most popular size in Sweden. Performs well when placed along webpage sidebars.
750x100 A very popular format in Poland performing well in both branding and direct response advertising campaigns.
750x200 The most popular ad format in Poland used in 53% of advertising campaigns. Performs the best when is placed above or just below the menu of the website.
750x300 The third most popular format in Poland (17% of advertising campaigns) and constitutes main alternative for 750x200.
930x180 Also known as a "top banner." Very popular size in Denmark. Performs well when placed above main content.
950x90 A top size in China.
580x400 Also known as a "netboard." Very popular size in Norway. Performs well when embedded within text content.

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Custom size guidelines for text ads 

With the custom inventory size feature, publishers can send Ad Exchange ad requests for any size. However, due to custom size policies for AdWords text ads, buyers may not be able to provide ads that fill certain large or small slots.

To ensure that your custom inventory sizes can be filled, we recommend creating sizes that adhere to the following:

  • At most one dimension (width or height) can be greater than 300 pixels.
  • The minimum width is 120 pixels.
  • The minimum height is 50 pixels.
  • Neither height nor width can exceed 1200 pixels.

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*These sizes are supported by Mobile Apps.
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