Adform

Package, weight and click rules of Adform.

Package rules

Property	Rule	Evidence
Delivery format	zip	AOfficial requirement. Evidence details Source Requirements for HTML5 Banner Files How verified Read directly Verified 15 Oct 2026 Each HTML5 banner is compressed as a .zip file. Open source ↗
Required file at the ZIP root	manifest.json	AOfficial requirement. Evidence details Source Requirements for HTML5 Banner Files How verified Read directly Verified 15 Oct 2026 manifest.json defines name, description, dimensions, events, clicktags and source; Adform parses it on upload. Open source ↗
Entry files at the ZIP root	Required	AOfficial requirement. Evidence details Source Requirements for HTML5 Banner Files How verified Read directly Verified 15 Oct 2026 manifest.json and the main HTML source must be in the ZIP root; otherwise Adform can't extract the content and shows an upload error. Open source ↗
manifest.json names the HTML file	Required	AOfficial requirement. Evidence details Source Requirements for HTML5 Banner Files How verified Read directly Verified 15 Oct 2026 The manifest 'source' names the HTML file. Open source ↗
manifest.json is valid JSON	Required	AOfficial requirement. Evidence details Source Requirements for HTML5 Banner Files · Add click tag variables How verified Read directly Verified 15 Oct 2026 Adform must parse manifest.json. Open source ↗
Library in <head>	must match s1\.adform\.net/banners/scripts/rmb/Adform\.DHTML\.js	AOfficial requirement. Evidence details Source Requirements for HTML5 Banner Files How verified Read directly Verified 15 Oct 2026 Every HTML5 banner uploaded to Adform must have the Adform DHTML library inside <head>, loaded with: document.write('<script src="' + (window.API_URL \|\| 'https://s1.adform.net/banners/scripts/rmb/Adform.DHTML.js?bv=' + Math.random()) + '"><\/script>'); Open source ↗
External libraries	Allowed	AOfficial requirement. Evidence details Source Requirements for HTML5 Banner Files How verified Read directly Verified 15 Oct 2026 JavaScript libraries (e.g. jQuery, GreenSock) may be local assets or external sources. Open source ↗
Calls to unapproved ad servers	Not allowed	AOfficial requirement. Evidence details Source Adform ad quality policies How verified Read directly Verified 15 Oct 2026 Creative elements cannot come from or call an unapproved ad server. Open source ↗

Weight rules

Property	Rule	Evidence
What counts towards weight	unzipped	AOfficial requirement. Evidence details Source Requirements for HTML5 Banner Files How verified Read directly Verified 15 Oct 2026 Adform measures the total banner weight unzipped. Open source ↗
Unzipped size	≤ 300 KB	AOfficial requirement. Evidence details Source Guidelines for display ads How verified Read directly Verified 15 Oct 2026 Standard desktop display: 300x250, 970x250, 728x90, 300x600, 160x600; max 300 KB. Open source ↗
Initial load	≤ 5 KB	AOfficial requirement. Evidence details Source Guidelines for display ads How verified Read directly Verified 15 Oct 2026 Standard mobile display (smartphone 300x250, 320x50, 320x480, 250x250; tablet 728x90, 300x250, 160x600, 300x600, 1x1): initial load 5 KB. Open source ↗
Unzipped size	≤ 200 KB	AOfficial requirement. Evidence details Source Guidelines for display ads How verified Read directly Verified 15 Oct 2026 Standard mobile display: max 200 KB. Open source ↗
Unzipped size	≤ 300 KB	BOfficial recommendation. Evidence details Source Guidelines for display ads How verified Read directly Verified 15 Oct 2026 Rich media (3D cube, Venetian, scratch unit, responsive carousel): 300 KB recommended. Open source ↗
Initial load	≤ 150 KB	BOfficial recommendation. Evidence details Source Adform ad quality policies How verified Read directly Verified 15 Oct 2026 Depending on dimensions, an initial file size of 150 KB or less is preferred. Open source ↗

Animation rules

Property	Rule	Evidence
Animation length	≤ 30 s	AOfficial requirement. Evidence details Source Guidelines for display ads How verified Read directly Verified 15 Oct 2026 Desktop: maximum 30 s (must stop after 30 s); mobile: max 30 s. Open source ↗
Animated GIF frame rate	≤ 5 fps	AOfficial requirement. Evidence details Source Adform ad quality policies How verified Read directly Verified 15 Oct 2026 Animated GIF ads: frame rate of 5 fps or less. Open source ↗
Flicker	Not allowed: 5-30 transitions/s	AOfficial requirement. Evidence details Source Adform ad quality policies How verified Read directly Verified 15 Oct 2026 No shaking ads or high-frequency flicker (5-30 transitions per second). Open source ↗
Autoplay	Not allowed	AOfficial requirement. Evidence details Source Adform ad quality policies How verified Read directly Verified 15 Oct 2026 No autoplay (video or audio) and no auto-expandable ads. Open source ↗

Click implementation

Adform DHTML (web)

Required library

s1.adform.net/banners/scripts/rmb/Adform.DHTML.js · head

AOfficial requirement

Source: Requirements for HTML5 Banner Files
How verified: Read directly
Verified: 15 Oct 2026

DHTML library inside <head>.

Open source ↗

Click variable

clickTAG · more areas: clickTAG2, clickTAG3, clickTAG4 · case-sensitive

AOfficial requirement

Source: Requirements for HTML5 Banner Files · Add click tag variables
How verified: Read directly
Verified: 15 Oct 2026

Names are case-sensitive; custom names such as clickTAGmainCTA are read with the exact same spelling.

Open source ↗

Code pattern

dhtml.getVar('clickTAG', 'https://fallback')  ->  window.open(value, '_blank')  |  <a>.setAttribute('href', dhtml.getVar('clickTAG2', ...))  |  inline onclick window.open(dhtml.getVar('clickTAG'),'_blank')

AOfficial requirement

Source: Requirements for HTML5 Banner Files · Add click tag variables
How verified: Read directly
Verified: 15 Oct 2026

Documented methods: listener on a div, href attribute, inline onclick.

Open source ↗

Declared in

manifest.json clicktags

AOfficial requirement

Source: Requirements for HTML5 Banner Files
How verified: Read directly
Verified: 15 Oct 2026

All clickTAGs must be defined in the manifest 'clicktags' section; Adform replaces them with track.adform.net clicktrackers.

Open source ↗

Opens in

'_blank' or dhtml.getVar('landingPageTarget', '_blank')

AOfficial requirement

Source: Add click tag variables
How verified: Read directly
Verified: 15 Oct 2026

Examples open in _blank or the landingPageTarget variable.

Open source ↗

Adform MRAID (in-app)

Code pattern

mraid.open(Adform.getClickURL('clickTAG'))

AOfficial requirement

Source: Add click tag variables
How verified: Read directly
Verified: 15 Oct 2026

In-app sample (MRAID v1 and v2 supported).

Open source ↗

Click variable

clickTAG · more areas: clickTAG2 · case-sensitive

AOfficial requirement

Source: Add click tag variables
How verified: Read directly
Verified: 15 Oct 2026

Same naming as the web profile.

Open source ↗

Sources

Requirements for HTML5 Banner Files · AdformRead directly · 15 Oct 2026
Add click tag variables · AdformRead directly · 15 Oct 2026
Adform ad quality policies · AdformRead directly · 15 Oct 2026
Guidelines for display ads · AdformRead directly · 15 Oct 2026