Manage creatives

Asset options for display creatives

You can use either an image or a compressed file containing HTML and supporting files as the primary asset for a display creative. When you use an HTML asset, you can add an image to show while your ad loads. You can also add an image to show when a browser doesn't support HTML5.

Image assets

You can use images (GIF, JPEG, PNG, or WBMP) as the primary asset for a display creative.

To make sure your ad looks good on all screens, upload a high-quality image up to twice the size of the ad placement. Images can be up to 4000 × 4000 pixels with a file size up to 9.5 MB. Based on the device the ad serves on, Campaign Manager 360 automatically resizes the image to fit while keeping the same proportions.

Use the ins tag for placements where you'll serve these images so that Campaign Manager 360 can match the screen density.


To serve a 300 × 250 ad that looks good on high-density screens, upload a 600 × 500 image.

HTML5 assets

You can also use compressed HTML, JavaScript, CSS, and media files as the primary asset for a display creative. Before you upload to Campaign Manager 360, compress HTML5 assets into a ZIP or ADZ file. You can include up to 100 files, and the file size can be up to 9.5 MB. The primary HTML file should have at least one click tag.

If you're building a creative that someone else will upload to Campaign Manager 360, you can use the HTML5 Validator to fix potential upload problems.

Campaign Manager 360 also supports responsive HTML assets, which are designed by creative developers to use a flexible layout that can adjust across ad slots and screen sizes. Learn more about building responsive creatives in Google Web Designer.

Polite load file

If your creative is complex or has large media files, it might take a few seconds to load. While it's loading, you can show a polite load image. When your creative is delivered, the polite load asset loads first before each impression, followed by your primary HTML5 asset.

So that the person seeing your ad doesn't experience any disruption between the polite load image and your ad, use a polite load asset that matches the first frame of your HTML5 asset.

  • File type: Add an image file that is under 40 KB. It can be the same asset as your backup image. If you upload multiple image files, choose the one you want in the Polite load file menu.

  • Dimensions: The polite load image dimensions should match your backup image dimensions.

(Optional) Backup image

You can add a backup image if your primary asset is HTML5. If you upload multiple image assets, choose them in the Backup image menu in your creative properties.

  • Serving: Campaign Manager 360 will only deliver your backup image if the browser or app cannot handle HTML5.
  • Dimensions: Backup image dimensions should match the HTML5 assets.

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