Google to Automatically Resize Image Ads

Image ad creation is getting a little easier for the Google Display Network. We just found out that soon, you’ll be able to get 95% coverage on the GDN by using merely three banner ad sizes: 728×90, 300×250, and 160×600.

[UPDATE JULY 26, 2017]: Google now suggests five sizes, adding 320x50 and 300x600 to the above list.

Google will automatically resize those on-the-fly to capture impressions from similar ad sizes like 468×60, 336×280, and 120×600, respectively. This will save time and money for advertisers, and we couldn’t be happier!

But what if 95% coverage just isn’t enough you, and you want 100% coverage? What additional sizes will you need to design? We think these are the sizes not covered by the new resizing feature: 900×600 (halfpage), 970×90 (large leaderboard), 970×250 (billboard), and 1050×300 (portrait).

Unfortunately, there was no talk of dealing with the other major image ad issue that trips almost everybody up: the pesky 150kb file size limitation. We’re waiting (hoping) for the day when Google will automatically compress ads that exceed the limit. We’ve seen this pop up as a frequent headache for designers.

The other area where we’d like to see improvement is around the ad dimensions rule: if an ad is just one pixel too big or too small, it gets rejected. If Google can resize to another size altogether, perhaps they could figure out a way to shave a pixel off without affecting the integrity of the ad?

For a full list of image ad specs and policies, see this helpful page.

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