It's a question that always comes up with every new brief that receives the creative agency, the client or the account that is going to launch the campaign: "How big do the creatives have to be?" No matter how many campaign have you launched, that question will always remain the same.
And for big questions, big answers too. Let's go deeper in ad specs and ratios for image and video for almost all social media platforms: Facebook, Instagram, X, Google, Youtube, Pinterest, TikTok, Snapchat, Linkedin and Programmatic.
It will no longer be necessary to search for "Facebook ad specs" or "Google Ad Measures" every time you are asked or you get lost in a sea of size guides and maximum weights. We summarize the most used ad formats for the platforms that should not be missing in your or your client's digital strategy. Even if your need is more specific, for example, carousel ad sizes on Facebook or Collection ad sizes on Pinterest.
As for Google, we have not only covered Youtube and video size, but we have detailed the size of each type of banner recommended. And speaking of videos, being a guide to 2025 specs we couldn't miss out Tik Tok, nor recent formats like Collections on Snapchat.
This is the guide's index:
For making it easier, you can download our full guide to have the details always available. Moreover, if you have any doubt or you want to clarify an ad spec don't hesitate to contact us and try together to solve or enlarge our guide.
It remains an essential platform for all types of campaigns, whether branding (reach, views) or performance (leads, conversions, purchases). Stories are the recommended placement for the upper funnel and reserve for the feed if you want to focus on the lower part of the funnel. Here are the Facebook ad metrics you should be using in 2025.
Image Format
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Feed: Aspect ratio 1:1 to 4:5, Resolution 1440 x 1440 px (1:1) or 1440 x 1800 px (4:5).
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Marketplace: Aspect Ratio 1:1, Resolution 1080 x 1080 px
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Stories & Reels: Aspect ratio 9:16, Resolution minimum 1440 x 2560 px
Video Format
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Feed: Aspect ratio 1:1 or 4:5, Resolution 1440 x 1440 px (1:1) or 1440 x 1800 px (4:5).
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Marketplace: Aspect Ratio 1:1, Resolution 1080 x 1080px
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Stories: Aspect ratio 9:16, Resolution 1080x1920px
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In-stream: Aspect ratio 16:9 or 1:1, Resolution: 1080 x 1080 px
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Reels: Aspect ratio 9:16, Resolution 1440 x 2560 px
Collection Format
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Feed & Marketplace: Aspect Ratio 1:1, Resolution 1080x1080
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Reels: Aspect ratio 9:16, 1:1, Resolution: 1,080 x 1,080 pixels or more
Carousel Format
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Feed: Aspect ratio 1:1 or 4:5, Resolution 1,080 x 1,080 pixels minimum.
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Marketplace: Aspect Ratio 1:1, Resolution 1,080 x 1,080 pixels or higher
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Reels & In-stream: Aspect ratio 9:16 (Reels) or 1:1 (In-stream), Resolution 1,080 x 1,080 pixels minimum
Instagram is one of the essential platforms for creating campaigns, whether for branding (reach, views) or performance (leads, conversions, purchases). Stories are the recommended placement for the upper funnel and reserve for the feed if you want to focus on the lower part of the funnel.
Image Format
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Feed: Aspect Ratio: 1:1, Resolution: 1440 x 1400 pixels
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Explore: Aspect ratio: 9:16, Resolution: 1080 x 1080 pixels
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Stories & Reels: Aspect ratio: 9:16, Resolution: 1080x1920
Video Format
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Feed, Stories: Aspect ratio: 4:5 (Feed), 9:16 (Stories), Resolution: 1440 x 1800 (Feed), 1440 x 2560 (Stories)
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Reels: Aspect ratio 9:16, Resolution 1440 x 2560
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Explore: Aspect ratio 4:5, Resolution 1080:1080
Collection Format
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Feed, Stories & Explore: Aspect ratio: 1.91:1 to 1:1, 9:16 (Explore), Resolution: 1,080 x 1,080 pixels or more
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Reels: Cover aspect ratio: 9:16, Product image aspect ratio: 1:1, Resolution: 500 x 888 pixels minimum
Carousel Format
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Feed: Aspect ratio: 1:1 or 4:5, Resolution: 1080 x 1080 pixels or higher
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Stories & Reels: Aspect ratio 9:16, Resolution 1,080 x 1920 pixels or higher
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Explore: Aspect Ratio 1:1, Resolution 1080x1080
The qualitative leap in the last year in the possibilities of formats and performance of Pinterest campaigns is remarkable and well worth an investment in your next strategy: not only awareness lives by the pin, there is already collection too. Your latest formats and specifications:
Image Format:
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Standard: Aspect Ratio 2:3, Resolution 1000 x 1500 px
Video Format:
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Standard width: Aspect Ratio 1:1, 2:3, 4:5, 9:16
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Max. width: Aspect Ratio 1:1 or 16:9
Carrusel Format:
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Aspect Ratio 1:1 or 2:3
Collection Format:
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Image: Aspect Ratio 1:1 o 2:3
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Video: Aspect Ratio 1:1, 2:3, 4:5 o 9:16
Idea Ads:
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Aspect Ratio 9:16, Resolution 1080x1920 px
Shopping:
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Aspect Ratio 2:3, Resolution 1000 x 1500 px
Showcase ads:
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Aspect Ratio 2:3, 1:1, Resolution 1000 x 1500 px
Quiz ads:
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Aspect Ratio 2:3, Resolution 1000 x 1500 px
Google and YouTube
To find and impact your audience in their browsing and in a variety of formats and ratios, we have detailed each of Google's specifications for your ideal format.
Performance Max. format
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Image Aspect Ratio:
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Horizontal: 1.91:1, Resolution 1200x628px
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Logo: 1:1 or 4:1, Resolution 1200x300px
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Square: 1:1, Resolution 1200x1200px
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Vertical: 4:5, Resolution 960x1200px
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Video Aspect Ratio:
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Horizontal: 16:9
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Portrait: 9:16
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Square: 1:1
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YouTube Format
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Skippable in-stream:
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Horizontal: 16:9, Resolution 1920 x 1080 px
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Portrait: 9:16, Resolution 1080 x 1920 px
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Square: 1:1, Resolution 1080 x 1080 px
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Non-skippable in-stream:
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Landscape: 16:9, Resolution 1920 x 1080 px
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Portrait: 9:16, Resolution 1080 x 1920 px
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Square: 1:1, Resolution 1080 x 1080 px
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In-feed video:
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Landscape: 16:9, 4:3, Resolution 1920 x 1080 px
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Portrait: 9:16, 2:3, Resolution 1080 x 1920 px
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Square: 1:1, Resolution 1080 x 1080 px
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Bumper:
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Landscape: 16:9, Resolution 1920 x 1080 px
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Portrait: 9:16, Resolution 1080 x 1920 px
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Square: 1:1, Resolution 1080 x 1080 px
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Masthead: Aspect ratio 16:9, Resolution 1920 x 1920 px
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YouTube Shorts: Aspect ratio 9:16, Resolution 1080 x 1920 px
Display Ads Format:
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Image Aspect Ratio:
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Horizontal: 1.91:1 (1200x628px) Quantity: 1-15
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Logo: 1:1 (1200x1200px) Quantity: 1-5
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Logo: 4:1 (1200x300px) Quantity: 1-5
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Square: 1:1 (1200x1200px) Quantity: 1-15
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Video Aspect Ratio:
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Horizontal: 16:9 Quantity: 1-5 videos
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Vertical: 2:3 Quantity: 1-5 videos
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Square: 1:1 Quantity: 1-5 videos
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Search Ads (RSA/DSA) format:
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Aspect Ratio:
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Landscape: 1.91:1 (1200x628px)
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Square: 1:1 (1200x1200px)
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App Campaigns format:
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Image Aspect Ratio:
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Horizontal:1.91:1, Resolution 1200 x 628 px.
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Portrait: 4:5, Resolution 1200 x 1500 px
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Square: 1:1, Resolution 1200 x 1200px
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Video Aspect Ratio:
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Horizontal: 16:9
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Portrait: 9:16
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Square: 1:1
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Shopping Ads format:
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Image: Aspect Ratio: over 100x100 and 250x250 in the clothing category, Resolution: size 1200x1200
Demand Gen Format:
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Image Aspect Ratio:
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Landscape: 1.91:1 (1200x628px) 1-20
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Logo: 1:1 (1200x1200px) 1-5
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Vertical: 4:5 (1200x1500px) 1-20
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Square: 1:1 (1200x1200px) 1-20
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Video aspect ratio:
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Horizontal: 16:9
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Portrait: 9:16 or 4:5
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Square: 1:1
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TikTok
If you haven't launched a campaign on TikTok yet, you should be about to. At the moment, they are pigeonholed to one type of audience (very young) and one type of target (pure awareness, upper funnel) that works very well. But we recommend that you don't use it exclusively for those. From our experience, for traffic campaigns and in age groups +25 it also has good results. We recommend you to use the following specifications:
In-feed:
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Aspect ratio 9:16, Resolution 540x960, 640x640 or 960x540
Top View Format:
- Aspect Ratio 9:16, Resolution 540x960
Branded Mission Format:
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Aspect ratio 9:16, Resolution 720x1280
Spark ads:
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Aspect ratio 9:16, Resolution 540x960
Collection ads:
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Aspect ratio 9:16, 1:1 or 16:9, Resolution 720x1280, 640x640 and 1280x720
In addition, you should be aware of the TikTok Safe Zone. The TikTok Safe Zone is an area in the centre of the screen where content and creatives are easily and safely viewed. To find out which is the safe zone for your content, you can plan your ads in the ad preview tool in TikTok. Make sure that text and logos are within the safe zone. All elements that appear outside the safe zone, be it text, creative or logos, can be cut off or covered.
The size of the safe zone is determined by the dimension, whether vertical, horizontal or square; and the length of the ad's caption or any additional formatting usage. The longer the caption, the smaller the safe zone.
TikTok requires minimum resolutions of ≥540 x 960p, ≥960 x 540p, or ≥640 x 640p depending on the aspect ratio, but we advise you to use the highest resolution possible while keeping the file size low. As long as the file size is less than 500 MB, the content will be of good quality.
Snapchat
Stories as we understand them today have their origins in Snapchat and their positioning continues to revolve around this vertical format. At the same time, they have grown to incorporate rectangular formats and their audience also responds well to conversions and lower funnel. They have recently launched dynamic ad campaigns, if you haven't tried it yet, we recommend it (we have already launched it with great sales results!).
Single Image or Video:
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Aspect ratio 9:16, Resolution 1080 x 1920 px
Collection Format:
- Resolution 160 x 160 px
Story Format:
- Aspect ratio 9:16, Resolution 1080 x 1920 px
Commercials Format:
- Aspect ratio 9:16, Resolution 1080 x 1920 px
The progression of Linkedin ads in recent years is one of the most remarkable. They are important when the objectives are campaigns focused on training centres and courses (masters, face-to-face courses, online courses) or in the search for leads and potential clients of improvement programmes for companies. We detail their measures:
Image Format:
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Maximum image size: 7680 x 4320 px.
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Image aspect ratio:
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Portrait: 1.91:1 (recommended ratio)
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Square: 1:1
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Portrait: 1:1.91 (recommended ratio)
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Carousel format:
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Aspect Ratio 1:1, Resolution 1080 x 080 px
Video Format:
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Aspect ratio 1:1, 16:9, 9:16, 4:5, Resolution 1080 x 1920 px
Text Format:
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Resolution 100 x 100 px
Document Format:
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Resolution 100 x 100 px
Message Format:
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Resolution 7680 x 4320 px, 300 x 250 px
Conversation Format:
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Resolution 300 x 250 px
Event Format:
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Aspect ratio 4:1
Spotlight format:
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Logo size: 100 × 100 pixels, Background image size (optional): 300 × 250 pixels
Follower ads format:
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Company logo size: 100 × 100 px
X
Campaigns in the gaming vertical or branded content find one of their best expressions in native Twitter content: If you want to advertise on Twitter, these are the ad specs you should follow:
Promoted Ads Format:
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Image: Aspect Ratio 1:1 or 1.91:1, Resolution 800 x 800 y 418 x 800 píxeles
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Video: Aspect Ratio 16:9 or 1:1, Resolution 1200 x 1200 o 1920 x 1080 píxeles
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Carrousel: Image Aspect Ratio 1.91:1 or 1:1, Video Aspect Ratio: 16:9 y 1:1
Amplify Format:
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Pre-Roll: Aspect Ratio 1:1, 9:16, Resolution 1200x1200 px
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Sponsorships: Aspect Ratio 1:1, 16:9, Resolution 1200x1200 px
Takeover Format:
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Aspect Ratio 16:9, Resolution 1200 x 1200 px
Live Format:
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Resolution 1280x720 px
Programmatic
Formato DV360:
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DV360 Display Standard IAB:
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Rectangle banner: 300x250
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Skyscraper banner: 160x600 o 300x600
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Leaderboard banner: 728x90, 970x90 o 970x250
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Mobile banner: 320x100 o 320x480
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DV360 Display Standard IAB:
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Horizontal: 1920x1080px
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Vertical: 1080x1920px
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Square: 1080x1080px
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Criteo adaptive banners:
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Horizontal: 1200x628px
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Cuadrado: 1200x1200px
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Vertical: 800x1200px
Taboola:
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Taboola Native Display: Aspect Ratios: 16:9 (preferred), 4:3 , 1:1, Dimensions: 1200x674 px
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Taboola Native Video: Aspect Ratio: 16:9, Dimensions: 1067x600px
DOOH: 1080 x 1930 px
UBER: Dimensions: 975x861px, 420x420px o 314x420px, 146x393px
You can see that the possibilities for campaigns and ads are practically endless with all these formats, so now it's time to start setting them up. And if any of them are missing, don't hesitate and contact us.