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Documentation Index

Fetch the complete documentation index at: https://docs.adcontextprotocol.org/llms.txt

Use this file to discover all available pages before exploring further.

This guide covers how AdCP represents display advertising formats, from static image banners to third-party tags and HTML5 creatives.

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Display Format Characteristics

Display formats in AdCP include:
  • Hosted Images - Static image files (JPG, PNG, WebP, GIF)
  • HTML5 Creatives - Multi-asset interactive banners
  • Third-Party Tags - JavaScript or HTML tags served by external ad servers
  • Responsive Formats - Adapt to multiple sizes
  • Rich Media - Expandable and interactive formats

​
Standard IAB Display Formats

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Medium Rectangle (300x250)

{
  "format_id": {
    "agent_url": "https://creative.adcontextprotocol.org",
    "id": "display_300x250"
  },
  "type": "display",
  "assets_required": [
    {
      "asset_id": "banner_image",
      "asset_type": "image",
      "asset_role": "hero_image",
      "required": true,
      "requirements": {
        "width": 300,
        "height": 250,
        "file_types": ["jpg", "png", "webp", "gif"],
        "max_file_size_kb": 200
      }
    }
  ]
}

​
Leaderboard (728x90)

{
  "format_id": {
    "agent_url": "https://creative.adcontextprotocol.org",
    "id": "display_728x90"
  },
  "type": "display",
  "assets_required": [
    {
      "asset_id": "banner_image",
      "asset_type": "image",
      "asset_role": "hero_image",
      "required": true,
      "requirements": {
        "width": 728,
        "height": 90,
        "file_types": ["jpg", "png", "webp"],
        "max_file_size_kb": 150
      }
    }
  ]
}

​
Wide Skyscraper (160x600)

{
  "format_id": {
    "agent_url": "https://creative.adcontextprotocol.org",
    "id": "display_160x600"
  },
  "type": "display",
  "assets_required": [
    {
      "asset_id": "banner_image",
      "asset_type": "image",
      "asset_role": "hero_image",
      "required": true,
      "requirements": {
        "width": 160,
        "height": 600,
        "file_types": ["jpg", "png", "webp"],
        "max_file_size_kb": 150
      }
    }
  ]
}

​
Billboard (970x250)

{
  "format_id": {
    "agent_url": "https://creative.adcontextprotocol.org",
    "id": "display_970x250"
  },
  "type": "display",
  "assets_required": [
    {
      "asset_id": "banner_image",
      "asset_type": "image",
      "asset_role": "hero_image",
      "required": true,
      "requirements": {
        "width": 970,
        "height": 250,
        "file_types": ["jpg", "png", "webp"],
        "max_file_size_kb": 300
      }
    }
  ]
}

​
Mobile Banner (320x50)

{
  "format_id": {
    "agent_url": "https://creative.adcontextprotocol.org",
    "id": "mobile_banner_320x50"
  },
  "type": "display",
  "assets_required": [
    {
      "asset_id": "banner_image",
      "asset_type": "image",
      "asset_role": "hero_image",
      "required": true,
      "requirements": {
        "width": 320,
        "height": 50,
        "file_types": ["jpg", "png", "webp"],
        "max_file_size_kb": 150
      }
    }
  ]
}

​
Mobile Interstitial (320x480)

{
  "format_id": {
    "agent_url": "https://creative.adcontextprotocol.org",
    "id": "mobile_interstitial_320x480"
  },
  "type": "display",
  "assets_required": [
    {
      "asset_id": "banner_image",
      "asset_type": "image",
      "asset_role": "hero_image",
      "required": true,
      "requirements": {
        "width": 320,
        "height": 480,
        "file_types": ["jpg", "png", "webp"],
        "max_file_size_kb": 300
      }
    }
  ]
}

​
Creative Manifests

​
Simple Image Banner Manifest

{
  "format_id": {
    "agent_url": "https://creative.adcontextprotocol.org",
    "id": "display_300x250"
  },
  "assets": {
    "banner_image": {
      "asset_type": "image",
      "url": "https://cdn.brand.com/banner_300x250.jpg",
      "width": 300,
      "height": 250
    },
    "landing_url": {
      "asset_type": "url",
      "url_type": "clickthrough",
      "url": "https://brand.com/spring?campaign={MEDIA_BUY_ID}"
    },
    "impression_tracker": {
      "asset_type": "url",
      "url_type": "tracker",
      "url": "https://track.brand.com/imp?buy={MEDIA_BUY_ID}&cb={CACHEBUSTER}"
    }
  }
}

​
Animated GIF Manifest

{
  "format_id": {
    "agent_url": "https://creative.adcontextprotocol.org",
    "id": "display_300x250"
  },
  "assets": {
    "banner_image": {
      "asset_type": "image",
      "url": "https://cdn.brand.com/animated_300x250.gif",
      "width": 300,
      "height": 250,
      "animated": true,
      "animation_duration_ms": 15000
    },
    "landing_url": {
      "asset_type": "url",
      "url_type": "clickthrough",
      "url": "https://brand.com/spring"
    }
  }
}

​
Third-Party Tag Formats

​
JavaScript Tag Format

{
  "format_id": {
    "agent_url": "https://creative.adcontextprotocol.org",
    "id": "display_300x250_3p"
  },
  "type": "display",
  "assets_required": [
    {
      "asset_id": "tag",
      "asset_type": "javascript",
      "asset_role": "third_party_tag",
      "required": true,
      "requirements": {
        "width": 300,
        "height": 250,
        "max_file_size_kb": 200,
        "https_required": true
      }
    }
  ]
}
JavaScript tag manifest: 
{
  "format_id": {
    "agent_url": "https://creative.adcontextprotocol.org",
    "id": "display_300x250_3p"
  },
  "assets": {
    "tag": {
      "asset_type": "javascript",
      "content": "<script src=\"https://ad-server.brand.com/serve?campaign={MEDIA_BUY_ID}&size=300x250&cb={CACHEBUSTER}\"></script>"
    }
  }
}

​
HTML Tag Format

{
  "format_id": {
    "agent_url": "https://creative.adcontextprotocol.org",
    "id": "display_728x90_html"
  },
  "type": "display",
  "assets_required": [
    {
      "asset_id": "tag",
      "asset_type": "html",
      "asset_role": "third_party_tag",
      "required": true,
      "requirements": {
        "width": 728,
        "height": 90,
        "max_file_size_kb": 200,
        "https_required": true
      }
    }
  ]
}
HTML tag manifest: 
{
  "format_id": {
    "agent_url": "https://creative.adcontextprotocol.org",
    "id": "display_728x90_html"
  },
  "assets": {
    "tag": {
      "asset_type": "html",
      "content": "<iframe src=\"https://ad-server.brand.com/render?campaign={MEDIA_BUY_ID}&size=728x90&cb={CACHEBUSTER}\" width=\"728\" height=\"90\" frameborder=\"0\" scrolling=\"no\"></iframe>"
    }
  }
}

​
HTML5 Multi-Asset Formats

HTML5 formats specify multiple assets that the publisher’s ad server assembles into an interactive creative.

​
HTML5 Banner Format

{
  "format_id": {
    "agent_url": "https://creative.adcontextprotocol.org",
    "id": "display_300x250_html5"
  },
  "type": "display",
  "assets_required": [
    {
      "asset_id": "background_image",
      "asset_type": "image",
      "asset_role": "background",
      "required": true,
      "requirements": {
        "width": 300,
        "height": 250,
        "file_types": ["jpg", "png"]
      }
    },
    {
      "asset_id": "logo",
      "asset_type": "image",
      "asset_role": "logo",
      "required": true,
      "requirements": {
        "max_width": 100,
        "max_height": 50,
        "file_types": ["png", "svg"]
      }
    },
    {
      "asset_id": "headline",
      "asset_type": "text",
      "asset_role": "headline",
      "required": true,
      "requirements": {
        "max_length": 25
      }
    },
    {
      "asset_id": "cta_text",
      "asset_type": "text",
      "asset_role": "call_to_action",
      "required": true,
      "requirements": {
        "max_length": 15
      }
    }
  ]
}
HTML5 manifest: 
{
  "format_id": {
    "agent_url": "https://creative.adcontextprotocol.org",
    "id": "display_300x250_html5"
  },
  "assets": {
    "background_image": {
      "asset_type": "image",
      "url": "https://cdn.brand.com/bg.jpg",
      "width": 300,
      "height": 250
    },
    "logo": {
      "asset_type": "image",
      "url": "https://cdn.brand.com/logo.png",
      "width": 80,
      "height": 40
    },
    "headline": {
      "asset_type": "text",
      "content": "Spring Sale - 50% Off"
    },
    "cta_text": {
      "asset_type": "text",
      "content": "Shop Now"
    },
    "landing_url": {
      "asset_type": "url",
      "url_type": "clickthrough",
      "url": "https://brand.com/spring"
    }
  }
}

​
Responsive Display Formats

Responsive formats adapt to multiple sizes based on placement context.

​
Responsive Banner Format

{
  "format_id": {
    "agent_url": "https://creative.adcontextprotocol.org",
    "id": "display_responsive"
  },
  "type": "display",
  "responsive": true,
  "supported_sizes": ["300x250", "728x90", "320x50"],
  "assets_required": [
    {
      "asset_id": "background_image",
      "asset_type": "image",
      "asset_role": "background",
      "required": true,
      "requirements": {
        "min_width": 728,
        "min_height": 250,
        "responsive": true,
        "file_types": ["jpg", "png", "webp"]
      }
    },
    {
      "asset_id": "logo",
      "asset_type": "image",
      "asset_role": "logo",
      "required": true
    },
    {
      "asset_id": "headline",
      "asset_type": "text",
      "asset_role": "headline",
      "required": true,
      "requirements": {
        "max_length": 30
      }
    }
  ]
}

​
Rich Media Formats

​
Expandable Banner Format

{
  "format_id": {
    "agent_url": "https://creative.adcontextprotocol.org",
    "id": "display_970x250_expandable"
  },
  "type": "display",
  "expandable": true,
  "collapsed_size": "970x250",
  "expanded_size": "970x600",
  "assets_required": [
    {
      "asset_id": "collapsed_creative",
      "asset_type": "html",
      "asset_role": "collapsed_state",
      "required": true,
      "requirements": {
        "width": 970,
        "height": 250,
        "max_file_size_kb": 200
      }
    },
    {
      "asset_id": "expanded_creative",
      "asset_type": "html",
      "asset_role": "expanded_state",
      "required": true,
      "requirements": {
        "width": 970,
        "height": 600,
        "max_file_size_kb": 500
      }
    }
  ]
}

​
Display-Specific Macros

In addition to universal macros, display formats support:

​
Placement Context

  • {PLACEMENT_ID} - IAB Global Placement ID
  • {FOLD_POSITION} - above_fold, below_fold
  • {AD_WIDTH} / {AD_HEIGHT} - Ad slot dimensions in pixels

​
Web Context

  • {DOMAIN} - Publisher domain (e.g., “nytimes.com”)
  • {PAGE_URL} - Full page URL (URL-encoded)
  • {REFERRER} - HTTP referrer URL
  • {KEYWORDS} - Page keywords (comma-separated)

​
Device Context

  • {DEVICE_TYPE} - mobile, tablet, desktop
  • {OS} - iOS, Android, Windows, macOS
  • {USER_AGENT} - Full user agent string
Example with display macros: 
https://track.brand.com/imp?
  buy={MEDIA_BUY_ID}&
  placement={PLACEMENT_ID}&
  domain={DOMAIN}&
  fold={FOLD_POSITION}&
  device={DEVICE_TYPE}&
  cb={CACHEBUSTER}

​
Common File Specifications

​
Image Requirements

  • File types: JPG, PNG, WebP, GIF
  • Max file sizes:
    • Standard banners: 150-200KB
    • Large formats (970x250): 300KB
    • Animated GIFs: 500KB
    • HTML5 initial load: 200KB

​
Third-Party Tag Requirements

  • HTTPS required: All tag URLs must use secure protocol
  • Max file size: 200KB for tag content
  • Async loading: Tags should not block page rendering

​
Animation Specifications

For animated GIF formats:
  • animated: true
  • animation_duration_ms: Duration in milliseconds
  • Common durations: 15000ms (15 seconds)