Banner Ads. Advertising requirements

1. Supported formats: GIF, JPEG, PNG, SWF, FLV (https://yandex.com/adv/requirements/flash), HTML5 (https://yandex.com/adv/requirements/html5). However, SWF, FLV and HTML5 formats are supported not for all banners.

2. Size of the banner file depending on the pixel height and width:


Banner size in pixels	Banner file size
728х90	up to 150 Kb
300х600	up to 150 Kb
300х250	up to 150 Kb
240х400	up to 150 Kb
200x300	up to 150 Kb
200x300 [1]	up to 35 Kb
320x67	up to 60 Kb
160x600	up to 150 Kb
300x300	up to 150 Kb
100%x250 [2]	up to 200 Kb
320х100	up to 150 Kb
1920 px wide and maximum height 1500	up to 300 Kb
320х50	up to 150 Kb
1000х120	up to 300 Kb


Banner size in pixels	Banner file size
728х90	up to 150 Kb
300х600	up to 150 Kb
300х250	up to 150 Kb
240х400	up to 150 Kb
200x300	up to 150 Kb
200x300 [1]	up to 35 Kb
320x67	up to 60 Kb
160x600	up to 150 Kb
300x300	up to 150 Kb
100%x250 [2]	up to 200 Kb
320х100	up to 150 Kb
1920 px wide and maximum height 1500	up to 300 Kb
320х50	up to 150 Kb
1000х120	up to 300 Kb

2.1. Size of the banner file depending on the pixel height and width (for the Yandex Main Page):


Banner size in pixels	Banner file size
728х90	up to 150 Kb
728х90/from 640×360 to 1200×675	up to 150 Kb / up to 200 Kb

2.2. Size of the banner file depending on the pixel height and width (for the Image Ad):


Banner size in pixels	Banner file size
240х400, 728х90, 300х250, 300х600, 336х280, 300х500, 970х250, 640х100, 640x200, 640x960, 960х640	up to 120 Kb

2.3. Size of the banner file depending on the pixel height and width (for Search banner):


Banner size in pixels	Banner file size
240х400	up to 120 Kb

3. An alternative text for a banner may be 100 symbols maximum (the said rule does not apply to the Image Ads).

4. An advertising banner must have visible borders (must be framed in a colour different from the banner's background colour) the banner’s background must not be transparent. For a mobile version banner the width of the frame must not exceed 1 pixel; the transparency of the frame colour must be at least 50% (the said rule does not apply to the Image Ads).

5. Banners with large flashing graphical or textual elements and/or background, with sudden relocations of elements that seriously interfere with the user’s attention when the user works with the site page (studies the page contents or enters a query) [3] are not accepted.

5.1. Banners that use third-party tools for counting statistics (except for to the counters of Adfox and UTM tags) are not accepted. The counters Adfox must support https protocol (the said rule does not apply to the Image Ads).

6. There are additional requirements to the banner on the Yandex Main Page. The banner script and the sequence of frames in the gif banner must be executed (played) for 18 seconds maximum. Animation may be replayed but no earlier than in 1 minute. The HTML5 banner may be also added with a “Play once again” control key, after the clicking on which the script will be re-run. The HTML5 banner itself may be interactive and may respond to moving the mouse cursor and/or clicking on the banner, by moving images on the banner according to the action made.

7. Maximum amount of symbols in a link contained in banner (URL) shall not exceed 1024 symbols.

8. The link (URL) on bannersight (Url of a page which opens via click on the banner) are accepted only in UTF-8.

9. No banners with embedded links containing redirects to automatically/forcibly redirect the user to a different Internet address (Redirect) shall be accepted, unless used for the purposes of:

9.1. Redirecting within the resource reached through the original link (e.g., redirect from msk.site.ru to spb.site.ru shall be allowed; redirect from x.narod.ru to y.narod.ru shall be forbidden);

9.2. Redirecting to any domain mirrors;

9.3. Redirecting along with a protocol change (e.g. changing http:// to https://).

The circumstances as set forth in 9.1-9.3 shall accept no more than five Redirect operations.

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[1] Banners of the specified format and size are placed only on internet media position Search banner (https://yandex.com/adv/products/context/contextdisplay).

[2] All relevant information should be centered while maintaining the security field by 210 pixels to the left and right.

[3] For example, flashing may include changes in the element colour (i.e. of any of parameters by the hue-saturation-brightness scale) by more than 40%, at an interval of more than once in 2 seconds. A sudden relocation may imply changes in the position of an element on the banner, at a speed of more than by 100% of the element size (or by 50% of the banner size) for 1 second.

The above estimates are not a criterion of a banner compliance with Yandex requirements but rather an illustration of our system of estimates. If a banner has creative problems outlined above, it is sure to be denied as non-corresponding to Yandex requirements. However, there may be situations when a banner with much lower values of changes is recognized as irritating, or, a banner with higher values of changes is accepted. The final decision is taken by the Chief Editor Board for the advertising policy regarding each separate doubtful case, on an individual basis.

Date of publication 07.03.2019

Effective Date 07.03.2019

Previous version of the document https://yandex.com/legal/banner_adv_rules_ch/29122018.

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