Authored and reviewed by the Bannerninjas team ·
An HTML5 ZIP is a handoff for a particular ad platform, not a universal guarantee of upload acceptance. Obtain current specifications from the media buyer before the production brief is approved.
Identify the destination
Name the publisher or platform and campaign type. Google Ads uploaded HTML5 differs from responsive display assets and may have account-specific eligibility requirements. Verify access in the actual account rather than relying on historical spend or age claims.
Confirm weight, duration and dependencies
Request the ZIP file-weight limit, animation duration, loop policy, permitted file types, external resource policy and clickTag convention. Google’s linked troubleshooting guide documents a 600 KB ZIP limit; check the live validator for the intended campaign. Our 150 KB briefing default is not a universal platform rule.
Test the handoff
Check dimensions, fallback image, click target, ZIP structure, local assets and font licences. Preview the animation and validate click handling with the platform’s tools. Delivery includes ZIP and fallback per size, but platform review and inventory availability remain separate.
Keep the source of truth current
IAB’s HTML5 guide is industry guidance from 2016, not a substitute for a current publisher spec. Platform requirements can change. Confirm unusual sitebar, responsive, mobile and high-impact placements individually.
Write a specification sheet before production
Use one record per destination to capture width and height, ZIP weight limit, fallback type, permitted asset types, duration, loop count and click handling. Include the specification URL and the date it was checked. Ask the buyer to distinguish recommended limits from mandatory validator limits. Do not assume our standard duration or briefing weight default overrides a booked publisher’s requirements. If destinations disagree, identify separate exports before approving the scope.
Review the ZIP as well as the animation
Confirm that the entry HTML file and its local dependencies are present, the paths resolve and the canvas dimensions match the booked slot. Inspect the first and final frames, text readability and fallback image. Test the intended click handling without using live ad exits as a preview shortcut. Ask whether external libraries, web fonts, video, tracking pixels or third-party connections are prohibited. A browser preview proves rendering only; it is not the same as acceptance by the advertising platform’s upload validator.
Account access, validation and campaign review are separate
The media buyer should confirm HTML5 upload eligibility in the actual target account and selected campaign type. Validate the supplied output using the current platform tooling, then retain any warnings or requested changes with the project record. An accepted ZIP does not by itself guarantee that the campaign, landing page or inventory will be approved. Treat the linked IAB document as dated industry background and current Google or publisher documentation as the operative source for that particular delivery.
Confirm the target account, campaign type and publisher’s current requirements before production. Specifications and HTML5 upload access vary.