Reference: Non-Personalized Ad Specifications

  • Updated

Demandbase provides various options for designing ad banners, video pre-roll ads, and native content ads. Demandbase Advertising supports assets of various file types and media.

The requirements for submitting assets and files to generate non-personalized ads are provided below.

We facilitate personalized ads for customers who have this feature supported as part of their Demandbase license terms or additional purchased entitlement. See Reference: Personalized Ad Specifications for requirements to submit personalized ads. Contact your Customer Success Manager (CSM) for more information.

Review the follow specifications, including the Restrictions section, to learn how to design creatives for non-personalized ads in your Demandbase campaigns:

Desktop Advertising

If you can’t or don’t want to have desktop ads personalized for the audience but still want to target companies using our technology, your ads must meet the following criteria. 

Specifications When You Supply Non-Personalized Animated Ads

Animated HTML: Package of all animated files associated with your banner as a ZIP archive.

One ZIP archive per size containing the HTML and any of the following file types necessary for correct display: CSS, JS, HTML, GIF, PNG, JPG, JPEG, SVG


  • Maximum animation length: 15 seconds, after which it must remain static
  • Zipped file size limit is 500 KB per size
  • The ad must be viewable and clickable without a network connection
  • Must be 100% SSL compliant with DSPs (including Dart for Advertisers, Mediaplex, and MediaMind)
  • ZIP archive folder name must include the creative size
  • Must use at least a 1-pixel border in any color other than white

Supported ad dimension sizes (your submission doesn’t need to include all these sizes):

  • 300 x 250
  • 160 x 600
  • 728 x 90
  • 300 x 600
  • 970 x 250
  • 320 x 50
  • 300 x 50

Specifications When You Supply Design Files for Demandbase to Create the Non-Personalized HTML Ads

Supported file types: We can work with most layered design file types, including Photoshop, Illustrator, XD, Sketch, Figma, and InDesign. Note that we don’t accept After Effects or video files for ad layouts.

Layout: Provide the sizes for each ad that you request.

Supported ad dimension sizes (your submission doesn’t need to include all these sizes):

  • 300 x 250
  • 160 x 600
  • 728 x 90
  • 300 x 600
  • 970 x 250
  • 320 x 50
  • 300 x 50

Connected TV Advertising

Demandbase can support connected TV ads in your campaign. These video impressions appear on television sets within hundreds of applications such as Hulu, Tubi, Pluto TV, and more.

HD Video Creatives are a requirement for some publishers that want to maintain a high-fidelity experience for their viewers.

  • File Types: VAST 2.0 and 3.0, MOV and MP4 files are currently accepted ad formats.
  • Video Transcoding
    •  HD Variable Bitrate: 400-20,000 kbps
      •  This offers the widest range of supported bit rates, maximizing match rates with bid requests.
    • HD Constant Bitrate: 20,000 kbps 
      • This is a requirement for Hulu and Peacock inventory

Important: Connected TV ads must be submitted to a Demandbase CSM or Advertising Campaign Strategist (ACS). You can’t upload them through the self-serve Campaign Builder of Advertising.

The following table explains the minimum requirements for both video and audio considerations.

Video/Audio Category Requirements
Video Aspect Ratio 16:9, 4:3 (3:2 is not accepted)
Video Size 1280 x 720, 1920 x 1080, or 1440 x 1080
Video Bitrate 15-30 Mbps (CBR)
Video Frame Rate 23.98, 25, or 29.97
Video Format Mpeg-4 (.mp4)
Video Video Duration 15 or 30 seconds
Video Color Space 4:2:2
Audio Bitrate 192 kbps minimum
Audio Sample Rate 48 kHz
Audio Codec H.264

Video Advertising

Demandbase can support non-personalized video ads in your campaign. These impressions appear as pre-roll video ads to your accounts. In addition to reporting on impressions and clicks, we can show you the quartile percentages of how much of each video playback a viewer watched—25, 50, 75, or 100 percent.

Important: Video ads must be submitted to a Demandbase CSM or Advertising Campaign Strategist (ACS). You can’t upload them through the self-serve Campaign Builder of Advertising.

The following table explains the details of how you should submit video ad assets and how they are displayed.

Asset Description Specifications Requirements
Ad File Display and Assets

The ad appears as a pre-roll video.

The recommended video length is either 15 or 30 seconds. These video lengths work best with the inventory of ad time slots available.

Acceptable trafficking file types: MP4, MOV, and FLV. VAST tags are also acceptable.

Aspect Ratio:
16:9 or 4:3

Acceptable Sizes:
480 x 360
720 x 540
960 x 720
854 x 480
1280 x 720 
1920 x 1080

  • Maximum video length is 30 seconds
  • Maximum video size is 200 MB
  • Video must be designed to allow viewer to skip or pause the playback
  • Video creative must include an audio track
  • Sound must be muted by default
  • To convert video files such as MP4 to a VAST tag, you usually need access to the third-party ad serving platform, such as Google DoubleClick Campaign Manager (DCM)

Native Content Advertising

Native content ads are online ads that match the look and feel of Web publisher content. They appear as part of the typical browsing experience and engage the viewer with relevant ads that flow into the surrounding content, allowing you to display ads that are seamless with the online publisher’s content.

Important: Native ads must be submitted to a Demandbase CSM or ACS. You can’t upload them through the self-serve Campaign Builder of Advertising.

The following table identifies the assets that you must submit for a native content.

Asset Description Specifications Requirements
Landing Page URL The page that has the content that you want to share (not applicable) URL for click-through from the native ad
Ad File Display and Assets

The native content ad requires the following elements:

  • Text headline
  • Caption and/or body of text
  • Image
  • Call to action (text to encourage the user to take action)
  • Advertiser name (how you want your company name to appear as the source of the ad)
  • Company logo

Image sizes:

  • Main image: 1200 x 627 pixels, maximum of 30 KB
  • Company logo: 128 x 128 pixels
  • Text headline:
    25 characters maximum
  • Caption and/or body of text: 90 characters maximum
  • Call to action (CTA): 15 characters maximum
  • Advertiser name:
    25 characters maximum

Important: Space counts as a character.


Restrictions on Ad Submissions

Note the following restrictions apply to all banner ads that Demandbase Advertising publishes.

  • Use HTTPS, not HTTP. Ensure that your tracking server uses the HTTPS protocol, and that any internal redirects you’ve set up at your end use HTTPS.
  • No unapproved tracking or data collection pixels may be included in any ad creative without approval from Demandbase, prior to the Insertion Order.
  • No fourth-party pixels allowed in the ad tags, including DoubleVerify, Rubicon, Marketo, BlueKai, and Xaxis.
  • No data collection with ad tags. Due to ad exchange and publisher regulations, we don’t allow data collection via the ad tags. If you add fourth-party pixels at launch or anytime during the ad campaign, we’ll discontinue the creative and the campaign will be paused. This is strictly enforced by the ad exchanges.
  • No one-page redirects. Any redirect mechanism that uses an on-page method, like a JavaScript redirect, won’t work. If you use any such redirection mechanisms in your tracking redirect chain, you must change these mechanisms.

What to Expect After Creative Set Submission

Allow at least 48 hours between final approval of your ad submissions and actual launch date for testing purposes.

Once your ad is published, the AdChoices icon link appears at the top right of the ad. Here is an example of a screenshot with the AdChoices icon link:


The AdChoices link is there to provide consumers with information and choices about how and when data is collected or used to serve ads targeted to them based on their likely interests. For more information, see this documentation:

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