Creative Specifications for DSP Campaigns

Creative Specifications for CTV & OTT Video, Audio and Display Ad formats supported on the Untitled DSP

What This Article Covers

This article outlines the creative requirements and supported specifications for advertising campaigns launched through the Untitled Demand-Side Platform (DSP).

The Untitled DSP supports three primary advertising formats:

• Connected TV (CTV) and OTT Video

• Streaming Audio

• Display Advertising

Each format has specific file requirements to ensure compatibility across programmatic exchanges and publisher inventory.

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CTV & OTT Video Specifications

Connected TV campaigns run across streaming platforms and smart TV environments. Video creatives must meet the following requirements to ensure proper delivery across supported inventory.

Supported Video Lengths

Length	Notes
15 seconds	Standard short-form CTV ad
30 seconds	Most common CTV format
60 seconds	Supported by some streaming publishers

Most CTV placements are non-skippable.

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Video File Requirements

Specification	Requirement
File Format	.MP4 (preferred)
Video Codec	H.264 / AVC
Audio Codec	AAC
Resolution	1920 × 1080 minimum
Aspect Ratio	16:9
Frame Rate	23.98, 25, 29.97, or 30 fps
Scan Type	Progressive
Maximum File Size	500 MB

4K video files are accepted if available, though most inventory serves Full HD video.

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Recommended Best Practices

To ensure optimal playback across streaming environments:

• Introduce branding early in the ad

• Avoid excessive compression

• Maintain clear audio levels for television playback

• Export using high-quality encoding settings

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Audio Advertising Specifications

Audio campaigns allow advertisers to reach audiences across music streaming platforms, podcasts, and digital radio environments.

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Supported Audio Lengths

Ad Type	Supported Length
Standard Streaming Ads	15 or 30 seconds
Podcast Placements	30, 60, or 90 seconds

Audio files must match the specified duration exactly.

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Audio File Requirements

Specification	Requirement
File Format	.MP3 (preferred) or .WAV
Bitrate	192 kbps or higher
Sample Rate	44.1 kHz
Channels	Stereo
Maximum File Size	5 MB

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Audio Loudness Standard

Audio creatives should be normalized between:

-16 LUFS and -20 LUFS

This ensures consistent playback levels across streaming platforms.

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Companion Banner (Optional)

Some audio placements support companion display banners.

If used, advertisers must provide:

• Companion banner creative

• Destination URL

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Display Advertising Specifications

Display advertising campaigns run across publisher websites and programmatic exchanges using standard banner formats.

Supported File Formats

Display creatives may be uploaded in the following formats:

• JPG

• PNG

• GIF

Both static and animated GIF creatives are supported.

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File Size Recommendations

Display creatives should be 150 KB or smaller whenever possible to ensure fast rendering across publisher environments and maximize delivery opportunities.

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Priority Banner Ad Size Specifications

When preparing display creatives, the following banner sizes should be prioritized. These formats provide the broadest coverage across available inventory and devices.

Banner Size Specifications & Placement Notes

Size	Name	Notes
300×250	Medium Rectangle	*Works across mobile and desktop; extremely common placement
320×50	Mobile Leaderboard	Ideal for mobile phone placements
300×50	Mobile Banner	Lightweight mobile variant
320×100	Large Mobile Banner	Offers better visibility on phones
160×600	Wide Skyscraper	Vertical sidebar placement
300x600	Half Page	High-impact branding unit
728X90	Leaderboard	Top or bottom of web pages
970×250	Billboard	Premium large-format placement
970×90	Large Leaderboard	High-impact top-of-page placement

Note: The 300×250 Medium Rectangle is the most widely supported display format across exchanges and is required for your campaign to serve out successfully.

Visual Display Ad Specs - Size Reference

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Animated GIF Requirements

If animated GIF creatives are used:

• Maximum animation duration: 30 seconds

• Animation must stop after 30 seconds

• Frame rate must be below 5 frames per second

Animated GIFs should have the same banner size specifications listed above.

These requirements ensure compatibility across programmatic exchanges.

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Click-Through URL

All display creatives must include a destination URL that users will be directed to when clicking the ad.

This should be the landing page associated with the campaign.

UTM Codes (Encouraged)

UTM Codes can be generated and added to your click-through URL for visibility in your Untitled visitor table, Google Analytics views or preffered attribution platform. You can generate a UTM code using Google’s Campaign URL Builder.

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HTML5 Display Ads

HTML5 creatives are supported within the Untitled DSP.

Because HTML5 creatives often require additional configuration, advertisers should contact their Customer Success Manager for submission instructions and setup guidance.