IAB Ad Sizes
The standard display dimensions, with where each one sits, how well it fills, and whether it is worth building a placement around. Sizes marked universal fit inside a mobile viewport as well as a desktop layout.
If you build only one creative, build 300x250. It is the most widely traded size in the world, it carries the deepest demand, and at 300 pixels it fits inside a phone viewport — the only standard desktop size that does.
Universal
Desktop
- 728x90LeaderboardTop banner · Super banner364:45
- 300x600Half PageFilmstrip · Large skyscraper1:2
- 160x600Wide SkyscraperSkyscraper4:15
- 970x250BillboardPushdown97:25
- 336x280Large RectangleLarge MPU6:5
- 970x90Super LeaderboardLarge leaderboard · Pushdown banner97:9
- 468x60Full BannerBanner · Classic banner39:5
- 120x600SkyscraperNarrow skyscraper1:5
Mobile
Supporting more sizes beats picking the right one
A slot that accepts several compatible sizes fills better than one restricted to a single unit, because it can take whichever creative the winning bidder happens to have. The practical approach is to define a placement by the space available and then accept every size that fits it — 300x250 and 336x280 in the same in-article slot, 728x90 and 970x90 in the same leaderboard, 320x50 and 320x100 in the same mobile anchor. Restricting to one size to keep a layout tidy is one of the more common self-inflicted fill problems.
Once a size is chosen, the number that decides its value is the viewability of the position rather than the dimensions themselves. The same 300x250 can measure 70% viewable in one placement and 30% in another on the same site — see the fill rate calculator for why volume figures need a revenue number beside them.