# Creative Specifications for DSP Campaigns
## 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.
***
## 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**.
***
#### 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**.
***
#### 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
***
## Audio Advertising Specifications
Audio campaigns allow advertisers to reach audiences across music streaming platforms, podcasts, and digital radio environments.
***
#### 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.
***
#### 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 |
***
#### Audio Loudness Standard
Audio creatives should be normalized between:
**-16 LUFS and -20 LUFS**
This ensures consistent playback levels across streaming platforms.
***
#### Companion Banner (Optional)
Some audio placements support **companion display banners**.
If used, advertisers must provide:
* Companion banner creative
* Destination URL
***
## 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.
***
### File Size Recommendations
Display creatives should be **150 KB or smaller whenever possible** to ensure fast rendering across publisher environments and maximize delivery opportunities.
***
## 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 |
{% hint style="info" %}
**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.
{% endhint %}
#### Visual Display Ad Specs - Size Reference
***
### 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**
{% hint style="info" %}
Animated GIFs should have the same banner size specifications listed above.
{% endhint %}
These requirements ensure compatibility across programmatic exchanges.
***
### 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](https://ga-dev-tools.google/campaign-url-builder/).
***
### 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.
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