1 of 38

Creative �Asset Guide

2 of 38

Intro + Index

Welcome to TripleLift’s Creative Asset Guide.

​

Here you’ll find everything you need to know about activating TripleLift formats—creative specs, best practices, and more. If you have any questions that are not answered in this guide, please reach out to your TripleLift partner.

​

Page 3

​

Page 4 - 16

​

Page 17 - 22

​

Page 24

​

Page 25

​

Page 26 - 29

​

Page 30 - 33

​

Page 34 - 35

​

Page 37

3 of 38

Partnering with TripleLift is Easy for Any Format

How it Works

Select an appropriate visual file and provide the headline, body copy, and logo to accompany as the creative.

TripleLift’s formatting technology turns a single creative into hundreds �of ads automatically.

Each ad is formatted to fit the unique look and feel of the site it's on—no two ads are alike.

Based on the format you’re running, select your image, video, or cinemagraph.

1. Creative Assets

“Welcome Aboard”

“The sky's not the limit, it's just the beginning. Keep climbing with Delta.”

(Optional: 2 versions, light and dark)

2. Headline

3. Copy

4. Logo

*TripleLift is highly committed to improving the consumer advertising experience in the advertising and media ecosystem and complies with the Better Ads Standards (Coalition for Better Ads®: //www.betterads.org/standards/).

4 of 38

Native Display

5 of 38

Native Best Practices

To the right is an example of a TripleLift Gold Standard Native placement. Each recommended element is carefully crafted based on years of experience as the industry leaders in Native advertising.

​

Once you’ve familiarized yourself with our proven best practices, make sure to check out the next page for even more “dos and don’ts.”

*TripleLift is highly committed to improving the consumer advertising experience in the advertising and media ecosystem and complies with the Better Ads Standards (Coalition for Better Ads®: //www.betterads.org/standards/).

]

Creative is lifestyle focused and includes stylized image.

Image contains buffer space to accommodate different placement aspect ratios.

Together, headline and caption form a cohesive message.

Logo has transparent background and complements colors �on main image.

Headline is clear �and concise.

]

6 of 38

Native Dos

Choose engaging photos and videos. Vibrant assets are more likely to catch the eye.

Native Don’ts

Use creatives that display products in real environments. Historically, these tend to perform better than images of products in isolation.

Pick a click-through URL that is relevant to the creative and your KPI. Ensure that users land on a page that enables them to easily perform the desired action, and tailor copy for any desired action.

Explore all the image options at your fingertips. From blogs to product pages, you likely have a treasure trove of impactful images.

Note the specs featured in this guide are based on our recommendations to fit perfectly across different inventory placements. TripleLift offers increased creative flexibility to support a variety of creative types. Please reach out to your TripleLift partner with questions.

Use images with too much text. Let the image speak for itself.

Crop the image. Our technology evaluates and crops the image dynamically based on each unique placement design.

Use an image with a logo overlaid on top. Don’t you sweat it; our image technology will pair these two assets together.

Use banner ad creative. The image, logo, and copy will come together to form a beautiful ad.

7 of 38

Native Image

Image (Static)

  • Recommended 1280x720 pixels or 16:9 aspect ratio
  • JPEG or PNG files (image should be free of text)

File Size

  • Under 10 MB

Headline

  • 30 characters or less (copy able to stand alone)

Caption

  • 140 characters or less (copy able to stand alone)

Brand Name

  • 30 characters maximum

Landing Page URL

  • Landing page you wish to drive the image to

Logo

  • Transparent PNG recommended
  • Minimum Size: 300x300 pixels
  • Recommended: 2 versions (light and dark)

Third-party Trackers (Optional)

  • We accept Image/1x1 trackers
  • We accept JS trackers for viewability (e.g. IAS/DV)

8 of 38

Native Cinemagraph

GIF (Animated)

  • Recommended 1280x720 pixels or 16:9 aspect ratio
  • Animated GIF

File Size

  • Under 10 MB
  • Recommended speed is 16FPS
  • Maximum 6 seconds long (looped)

Headline

  • 30 characters or less (copy able to stand alone)

Caption

  • 140 characters or less (copy able to stand alone)

Brand Name

  • 30 characters maximum

Landing Page URL

  • Landing page you wish to drive the image to

Logo

  • Transparent PNG recommended
  • Minimum Size: 300x300 pixels
  • Recommended: 2 versions (light and dark)

Third-party Trackers (Optional)

  • We accept Image/1x1 trackers
  • We accept JS trackers for viewability (e.g. IAS/DV)

9 of 38

Native Carousel

Images (Static)

  • Recommended 1280x720 pixels or 16:9 aspect ratio
  • Number of images: 3 minimum, 5 maximum
  • JPEG or PNG files (image should be free of text)

File Size

  • Under 10 MB

Headline

  • 30 characters or less (copy able to stand alone)
  • A unique headline can be provided for each image

Caption

  • 140 characters or less (copy able to stand alone)

Brand Name

  • 30 characters maximum

Landing Page URL

  • Landing page(s) you wish to drive the image to
  • A unique URL can be provided for each image

Logo

  • Transparent PNG recommended
  • Minimum Size: 300x300 pixels
  • Recommended: 2 versions (light and dark)

Third-party Trackers (Optional)

  • We accept Image/1x1 trackers
  • We accept JS trackers for viewability (e.g. IAS/DV)

10 of 38

Native Scroll

Images (Static)

  • Recommended 1280x720 pixels or 16:9 aspect ratio
  • Number of images: 2 minimum, 3 maximum
  • JPEG or PNG files (image should be free of text)

File Size

  • Under 10 MB

Headline

  • 30 characters or less (copy able to stand alone)
  • A unique headline can be provided for each image

Caption

  • 140 characters or less (copy able to stand alone)

Brand Name

  • 30 characters maximum

Landing Page URL

  • Landing page(s) you wish to drive the image to
  • A unique URL can be provided for each image

Logo

  • Transparent PNG recommended
  • Minimum Size: 300x300 pixels
  • Recommended: 2 versions (light and dark)

Third-party Trackers (Optional)

  • We accept Image/1x1 trackers
  • We accept JS trackers for viewability (e.g. IAS/DV)

11 of 38

Native Window

Image (Static)

  • Recommended 1000x1500 pixels
  • Minimum: 500x800 pixels
  • JPEG or PNG files (image should be free of text)

File Size

  • Under 10 MB

Headline

  • 30 characters or less (copy able to stand alone)

Caption

  • 140 characters or less (copy able to stand alone)

Brand Name

  • 30 characters maximum

Landing Page URL

  • Landing page(s) you wish to drive the image to

Logo

  • Transparent PNG recommended
  • Minimum Size: 300x300 pixels
  • Recommended: 2 versions (light and dark)

Third-party Trackers (Optional)

  • We accept Image/1x1 trackers
  • We accept JS trackers for viewability (e.g. IAS/DV)

12 of 38

Branded Video

Copy

  • By default, a generic headline and caption will be applied and include Advertising Partner in the "Sponsored by" field when activating through regular DSP video workflows. If you wish to customize any copy, please reach out to your TripleLift team
  • Headline: 30 characters or less
  • Caption: 140 characters or less

Landing Page URL

  • Landing page you wish to drive the video to

Video Asset

  • Tags: Secure VAST Tag or VPAID 2.0 HTML5 optimized with no interactive elements
  • These protocols are backwards compatible, and the latest versions should display correctly, though not all functionality for VAST 4.0 and beyond may be supported
  • Resolution: Up to 1920x1080 (1080p)
  • Length: 6-30 seconds recommended, supports up to 30 minutes
  • Recommended aspect ratio: 16:9

Volume

  • Default—sound off. User activated sound on
  • Embedding closed captions in video recommended

Video Playback

  • The video begins playing when 50% or more of the video pixels are in view and continues to play

13 of 38

Custom Call-to-action

Format Enhancement

This is an optional format enhancement available on the �following formats:

​

  • Image
  • Cinemagraph
  • Carousel
  • Scroll
  • Window
  • Branded Video

​

Text Requirements

  • 22-character maximum—recommend shorter CTAs
  • Landing page URL of your choice
  • Multi-language support
  • Default set as “Learn More"

14 of 38

Pharma ISI

Image (Static)

  • Recommended 1280x720 pixels or 16:9 aspect ratio
  • JPEG or PNG file (image should be free of text)

File Size

  • Under 10 MB

Headline

  • 30 characters or less (copy should be able to stand alone)

Caption

  • 140 characters or less (copy should be able to stand alone)

Brand Name

  • 30 characters maximum

Landing Page URL

  • Landing page(s) you wish to drive the image to

Logo

  • Transparent PNG recommended
  • Minimum Size: 300x300 pixels
  • Recommended: 2 versions (light and dark)

Third-party Trackers (Optional)

  • We accept JS trackers for viewability IAS/DV/Moat
  • All 3rd party trackers are accepted if they are 1x1 image tag
  • All trackers must be secure (https://)

Format: HTML file without CSS or JavaScript

  • Rendering options:
    • Semi-transparent ISI: Semi-transparent background overlaid on the bottom third of image
    • White-background ISI: Image cropped to 2⁄3; ISI pane stacked below

15 of 38

Retail Media

Hero Image (Static) OR Video

  • 16:9 aspect ratio PNG or JPG (400x225 minimum, 1920x1080 max.)
  • 16:9 video, or 9:16 for vertical video (6-30 seconds)

Product SKUs & Landing URLs

  • 1 landing page for hero image
  • 3 priority SKUs shown, 10 product SKUs max (as back up products)
  • Landing pages: inclusive of product detail page or add to cart

Logo

  • Transparent PNG recommended, 300x300 minimum, 1:1 aspet ratio

Heading

(vertical video only)

  • 30 characters or less (copy should be able to stand alone)

CTA (optional)

  • Custom CTA available as an option

Third-party Trackers (optional)

  • 1 tracker per SKU
  • Image/1x1 and JS trackers accepted
    • Reach out to your TripleLift rep to confirm if your DSP supports this format

16 of 38

Reveal: Format Enhancement

Text Overlay

  • Recommended: 500 characters, but no limit
  • Longer text will force user to scroll
  • Longform text for the disclosure copy
  • Plain text (will display as white on black)
  • 10-12 characters is the recommended max for Text Overlay button

Format Enhancement

An optional native format enhancement, available with:

  • Image
  • Cinemagraph
  • Carousel
  • Scroll
  • Window

Custom Text

(such as “More Info,” “Disclaimer,” or “T’s & C’s”)

​

Info Icon

Corner Peelback

17 of 38

High Impact Display

18 of 38

Multi-Action

Image (Static)

  • 1:1 aspect ratio, 500x500 minimum
  • JPEG or PNG files (under 10mb)

Logo

  • 1:1 aspect ratio

Advertiser Name

  • 30 characters or less

Headline

  • 50 characters or less

CTAs

  • Up to 3 CTAs
  • 14 characters or less

Landing Page URL

  • Up to 3 landing pages, per image

Third-party Trackers (Optional)

  • 1 tracker per CTA, up to 3
  • We accept Image/1x1 trackers
  • We accept JS trackers for viewability (e.g. IAS/DV)

Orientation

Renders in: 300x250; 300x600

19 of 38

Flipbook

Image (Static)

  • 1:1 aspect ratio, 500x500 minimum
  • JPEG or PNG files (under 10mb)
  • 3 minimum, 10 maximum

Logo

  • 1:1 aspect ratio

Advertiser Name

  • 30 characters or less

Headline

  • 50 characters or less

Caption

  • 3 minimum, 10 maximum (caption per image support)
  • 35 characters or less

CTAs

  • 1 per image supported
  • 14 characters or less

Landing Page URL

  • Up to 10 landing pages, one per image

Third-party Trackers (Optional)

  • 1 tracker per image, up to 10
  • We accept Image/1x1 trackers
  • We accept JS trackers for viewability (e.g. IAS/DV)

Orientation

Renders in: 300x250; 300x400; 300x600; 970x250

20 of 38

Collection

Image (Static)

  • 1 hero image, 5:4 aspect ratio
  • 3 supporting images, 1:1 aspect ratio (500x500 min.)
  • JPEG or PNG files (under 10mb)

Logo

  • 1:1 aspect ratio

Advertiser Name

  • 30 characters or less

Headline

  • 50 characters or less

CTA

  • 14 characters or less

Landing Page URL

  • Up to 3 landing pages, one per supporting image

Third-party Trackers (Optional)

  • 1 tracker per image, up to 3
  • We accept Image/1x1 trackers
  • We accept JS trackers for viewability (e.g. IAS/DV)

Orientations

Renders in: 300x250; 300x600; 970x250

21 of 38

Vertical Video

Video

  • Video, 9:16 aspect ratio (MP4)
  • User initiated sound

Image (Static)

  • 3 supporting images, 1:1 aspect ratio

Logo

  • 1:1 aspect ratio
  • Light or White logo, PNG

Advertiser Name

  • 30 characters or less

Headline

  • 50 characters or less

Landing Page URL

  • Up to 3 landing pages, one per supporting image

Third-party Trackers (Optional)

  • 1 tracker per image, up to 3
  • We accept Image/1x1 trackers
  • We accept JS trackers for viewability (e.g. IAS/DV)

Orientation

Renders in: 300x250; 300x600; 336x240; 970x250

22 of 38

Canvas Video

Video

  • Video, 16:9 aspect ratio (MP4)
  • User initiated sound

Image (Static)

  • 1 supporting image, 1:1 aspect ratio
  • 1 optional background image/color

Logo

  • 1:1 aspect ratio, Light or White logo (PNG)

Advertiser Name

  • 30 characters or less

Headline

  • 50 characters or less

Caption

  • 100 characters or less

CTA

  • 14 characters or less

Third-party Trackers (Optional)

  • We accept Image/1x1 trackers
  • We accept JS trackers for viewability (e.g. IAS/DV)

Orientation

Renders in: 300x250; 300x600; 970x250

23 of 38

In-Stream & CTV Spots

24 of 38

In-Stream Video

Landing Page URL

  • A landing page is accepted but not required
  • To add a clickthrough URL to creatives running in your DSP's video workflow, please append the clickthrough URL outside of the VAST tag in the landing page URL field within your DSP

Ad Duration

  • 0:06–0:30 recommended, but 0:05–5:00 supported

Aspect Ratio

  • When creating content, a 16:9 aspect ratio is preferred. Only use a 4:3 aspect ratio when the source material is 4:3. Avoid horizontal letter-boxing, vertical pillar-boxing, and anamorphic scaling (skewing/stretching). Modern video players are capable of adapting

Resolution

  • For aspect ratio 16:9: HD = 1920x1080 or 1280x720 
  • For aspect ratio 4:3: HD = 1440x1080

Video Code

  • H.264

Bit Rate

  • 50Mbps VBR or 15–30 CBR

File Type

  • MP4 or MOV

Tags Accepted

  • VAST, VPAID (VPAID tags are not accepted for CTV Spots; some In-Stream publishers also do not accept VPAID tags)

Frame Rate

  • 30 fps

Audio

  • Audio Format: AAC
  • Audio Bitrate: 192 kpbs (AAC)
  • Audio Channel: 2 channel stereo mix L&R
  • Audio Sample Rate: 48kHz
  • Audio Levels: dB - 12 (Average)

Lowest Common Denominator Specs

  • Format: MP4
  • Aspect Ratio: 16:9
  • Video Codec: H.264
  • Audio Bitrate: 192 kpbs (AAC)

IAB Guidelines

  • TripleLift follows the IAB video guidelines. The IAB Digital Video �In-stream Ad Format Guidelines can be found here.

These specifications are based on the most common DSP specs. There is some flexibility with what we can support, but please know that anything outside of these recommended parameters may impact performance.

25 of 38

CTV Spots

Landing Page URL

  • A landing page is accepted but not required
  • To add a click through URL to creatives running in your DSP's video workflow, please append the clickthrough URL outside of the VAST tag in the landing page URL field within your DSP

Ad Duration

  • 0:06–0:30 recommended, but 0:05–5:00 supported

Aspect Ratio

  • When creating content, a 16:9 aspect ratio is preferred. Only use a 4:3 aspect ratio when the source material is 4:3. Avoid horizontal letter-boxing, vertical pillar-boxing, and anamorphic scaling (skewing/stretching). Modern video players are capable of adapting

Resolution

  • For aspect ratio 16:9: HD = 1920x1080 or 1280x720 
  • For aspect ratio 4:3: HD = 1440x1080

Video Code

  • H.264

Bit Rate

  • 50Mbps VBR or 15–30 CBR

File Type

  • MP4 or MOV

Tags Accepted

  • VAST, VPAID (VPAID tags are not accepted for CTV Spots; some In-Stream publishers also do not accept VPAID tags)

Frame Rate

  • 30 fps

Audio

  • Audio Format: AAC
  • Audio Bitrate: 192 kpbs (AAC)
  • Audio Channel: 2 channel stereo mix L&R
  • Audio Sample Rate: 48kHz
  • Audio Levels: dB - 12 (Average)

Lowest Common Denominator Specs

  • Format: MP4
  • Aspect Ratio: 16:9
  • Video Codec: H.264
  • Audio Bitrate: 192 kpbs (AAC)

IAB Guidelines

  • TripleLift follows the IAB video guidelines. The IAB Digital Video �In-stream Ad Format Guidelines can be found here.

26 of 38

CTV: Enhanced Spots

27 of 38

Product Spotlight

Enhanced Spots transform your existing video creative into a compelling, actionable ad - with elements like QR codes and calls-to-action to encourage interactivity and engagement. The template is fixed and not customizable.

CTV Spot

  • 0:15 or 0:30 video
  • 16:9 aspect ratio (1920x1080 minimum)
  • 15,000 kbps bitrate Mezzanine file
  • 29.97 or 23.98 fps

Brand Logo

  • PNG on transparent background
  • 800x800 recommended, 240x240 minimum

Product Image

  • PNG on transparent background
  • 800x800 recommended, 550x550 minimum

Tagline/Headline/CTA

  • 40 characters or less
  • Font Options: Lato, Roboto, Montserrat

Brand Color Information

  • 2 brand HEX color codes

1

2

3

4

5

1

2

3

4

5

28 of 38

QR Spot

Enhanced Spots transform your existing video creative into a compelling, actionable ad - with elements like QR codes and calls-to-action to encourage interactivity and engagement. The template is fixed and not customizable.

CTV Spot

  • 0:15 or 0:30 video
  • 16:9 aspect ratio (1920x1080 minimum)
  • 15,000 kbps bitrate Mezzanine file
  • 29.97 or 23.98 fps

Brand Logo

  • PNG on transparent background
  • 800x800 recommended, 240x240 minimum

Destination URL

  • For QR Code

Tagline/Headline/CTA

  • 40 characters or less
  • Font Options: Lato, Roboto, Montserrat

Brand Color Information

  • 2 brand HEX color codes

1

2

3

4

5

1

2

3

4

5

29 of 38

Social Extension

Enhanced Spots transform your existing video creative into a compelling, actionable ad - with elements like QR codes and calls-to-action to encourage interactivity and engagement. The template is fixed and not customizable.

​

CTV Spot

  • 0:15 or 0:30 video
  • 9:16 aspect ratio (1080x1920 minimum)
  • 18,000 kbps bitrate Mezzanine file
  • 29.97 or 23.98 fps

Brand Logo

  • PNG on transparent background
  • 800x800 recommended, 240x240 minimum

Product SKU

  • PNG on transparent background
  • 800x800 px recommended, 550x550 min

Destination URL

  • For QR Code

Tagline/Headline/CTA

  • 40 characters or less
  • Font Options: Lato, Robotor, Montserrat

Brand Color Information

  • 2 brand HEX color codes

1

2

3

4

5

1

2

4

5

6

3

6

30 of 38

CTV: In-Show

31 of 38

L-Bar

The L-Bar ad appears within CTV programming, scaling back video content to feature your brand. The template below supports static images. The template is fixed and not customizable.

Brand Logo

  • PNG on transparent background
  • 800x800 recommended, 240x240 minimum

Product Images

  • Up to 2 product images (not shown)
  • 800x800 recommended, 550x550 minimum

Tagline/Headline/CTA

  • 40 characters or less

Brand Color Information

  • 2 brand HEX color codes

3

4

1

2

3

4

2

1

32 of 38

Split Screen

The Split Screen ad appears within CTV programming, scaling back video content to feature your brand. The template below supports both static images and a :06 second video. Various fixed templates are available.

Brand Logo

  • PNG on transparent background
  • 800x800 recommended, 240x240 minimum

Product Images

  • PNG on transparent background
  • 800x800 recommended, 550x550 minimum

Tagline/Headline/CTA

  • 40 characters or less

Brand Color Information

  • 2 brand HEX color codes

Video Asset (optional)

  • 0:06 video without audio
  • 16:9 aspect ratio (1920x1080 minimum)
  • 15,000 kbps bitrate Mezzanine file
  • 29.97 or 23.98 fps

1

2

3

4

5

3

4

1

2

5

33 of 38

Dynamic Overlay

The Dynamic Overlay ad showcases your brand within programming, as on-screen graphic in the lower third. The template is fixed and not customizable.

​

Brand Logo

  • PNG on transparent background
  • 800x800 recommended, 240x240 minimum

Product Images

  • Up to 3 product images
  • 800x800 recommended, 550x550 minimum

1

2

1

2

34 of 38

CTV: Pause Ads

35 of 38

Ad Experience

Capabilities

Required Assets

​

  • Supports slideshow of (3-5) images (clipped from 0:15 or 0:30 second CTV Spot) or high-quality brand images
  • Optional features include brand logo, headline or QR code
  • No text or logo in lower third of frame
  • Please communicate disclaimer text requirements with TripleLift rep

​

​

This Pause Ads format is a video slideshow of 3-5 images clipped from an advertiser’s 0:15 or 0:30 CTV Spot. The template is fixed and not customizable. Available on DirecTV, Philo, FutureToday, Plex, FloSports, HearstTV.

1

2

CTV Spot

0:15 or 0:30 second video (1920x1080, min.15,000 kbps bitrate Mezzanine file, 29.97 or 23.98 fps) with (3-5) timestamps/screenshots of selected CTV spot frames

​

OR

​

(3-5) brand images (1920x1080, min, PNG, non-transparent background)

​

Brand Logo (optional feature)

PNG on transparent background

(800x800 px recommended; 240x240 px min)

​

Headline / Tagline (optional feature)

60 characters or less

Font Options: Lato, Roboto, Montserrat

​

Destination URL (optional feature)

For QR code

Pause Ads – Video Slideshow

3

4

1

2

3

4

See template variations here

36 of 38

Ad Experience

Capabilities

Required Assets

2

​

  • Supports a static image (clipped from 0:15 or 0:30 second CTV Spot or high-quality brand image.
  • Optional features include brand logo, CTA headline or QR code
  • Please communicate disclaimer text requirements with TripleLift rep

​

3

​

​

​

​

​

​

​

​

​

3

3

3

4

​

This Pause Ads format is one static image clipped from an advertiser’s 0:15 or 0:30 CTV Spot or a 1920x1080 brand asset image. Available on all (but DirecTV and FutureToday must be served as MP4s within VAST tag) Philo, Plex, FloSports, HearstTV, FrndlyTV, Nexstar-TheCW

1

2

CTV Spot

0:15 or 0:30 second video (1920x1080, min.15,000 kbps bitrate Mezzanine file, 29.97 or 23.98 fps) with (1) timestamps/screenshot of selected CTV spot frame

​

OR

​

(1) brand image (1920x1080, min, PNG, non-transparent background)

​

Brand Logo (optional feature)

PNG on transparent background

(800x800 px recommended; 240x240 px min)

​

Headline / Tagline (optional feature)

60 characters or less

Font Options: Lato, Roboto, Montserrat

​

Destination URL (optional feature)

For QR code

​

​

​

​

Pause Ads - Static Image Only

1

2

3

3

4

4

37 of 38

Thank You

38 of 38

Industry Standard Specs

Display, In-stream Video, & App-interstitial

​

TripleLift follows the IAB Guidelines for Display, In-stream Video and App-interstitial. However, specifications may vary based on the DSP you are using. Please refer to your DSP’s guidelines when gathering assets.

IAB Guidelines for Display

IAB Guidelines for In-stream

IAB Guidelines�for App-interstitial