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Advertise your brand

Pulpo offers tailored digital advertising solutions to increase your conversions, develop brand awareness, and build your targeted traffic.

Find your Ad's Specifications

Acceptance Policy Overview and Guidelines

The following restrictions are enforced to ensure compliance with a wide range of publishers and online inventory providers. Please review and adhere to these policies to ensure timely delivery of your campaign.
  • Creative appearing on a major network entry point may not contain text or images featuring adult content or sexual medical terms.
  • Creative may not imitate Microsoft Windows operating system messages, look and feel and/or behavior such as, but not limited to, error messages, dialog boxes, OS boxes, DOS boxes, and Windows icons.
  • Ads with animation that lasts longer than 15 seconds are not allowed.
These additional requirements are also enforced:
  • Creative must feature a 1 pixel border (gray [#666666] or black recommended, though any color that clearly distinguishes the ad from the content may be used).
  • Do not submit blurry creative (i.e. pictures, company logos, etc.), blurry text, or creative that is ‘too dark’ or ‘too light’.
  • Avoid pixelated (stretched and/or grainy) or overly compressed creative.
  • Creative Services
  • Pulpo has an award winning creative design team who can help with graphics, file size optimization, and language translation.
  • Please contact your sales representative to request a free creative review and consultation.
  • Third Party Adservers
  • Third party ad serving means the advertiser is using an ad server to serve and track the ad unit. The three parties are Pulpo,the advertiser and the 3rd party who serves the ad.
  • The Pulpo ad server delivers the requested impression to the Publisher’s site and tracks the ad unit. When a 3rd party is involved in ad serving, the Pulpo ad server redirects or forwards the ad call to the 3rd party ad server to deliver and track the ad unit. This 3rd party redirect may point to an advertiser’s own system or a contracted company.
  • Tentáculos is compatible with all major ad serving platforms and most top tier media outlets.
  • Secure Tags (HTTPS)
  • The secure sockets layer (SSL) protocol is used by secure sites to encrypt communication between the server and the user’s browser. In order for a site to be SSL-compliant, all elements loaded onto the site must also use SSL.
  • If a non-secure creative is served onto a secure site, it can prompt a warning in the user’s browser, cause ad serving problems, or even cause the entire page to be blocked. Therefore, it is very important to pay attention to SSL compliance.
  • Flash Ads Note
  • Flash files are no longer accepted since September 2015. We encourage our clients send HTML5 creatives instead of SWF (Flash) ones.
  • OBA Self-ref Compliance
  • The Maximum Additional Initial File Load Size for OBA Self-Reg Compliance for Desktop products is 5kb.
  • The current Self-Regulatory Principles for Online Behavioral Advertising include mobile, but implementation guidelines were not yet established as of the publication of these guidelines. As a result, a specific guidance is not included at this time. See more here

Shared Libraries

Publishers and ad servers are encouraged to take advantage of browser caching functionality by allowing the use of common and popular shared libraries in HTML5 ads. Doing so improves ad load and page load performance since the previously used shared library will not need to be downloaded again.

For the current release, file weights for these libraries must be included in the initial file weight calculations for the zipped HTML ad, but publishers have the option of exempting certain libraries from ad file size calculation.

During the publisher certification process, publishers must approve both the shared library and its source before the library can be exempted from ad file size. Although website developers have been using shared libraries for some time, we must observe and monitor the use of shared libraries for ad creative before we can exclude them from file weight calculations.

HTML5 Ads Guidelines

HTML 5 creatives are a type of display creative and must follow the same guidelines as display with some additional recommendations.

File types: HTML, JS, CSS, JPG, JPEG, GIF, PNG, and SVG.
The IAB suggests that commonly used JavaScript and CSS libraries (e.g. jQuery) do not need to be included with the creative.
To help increase the performance of HTML ads, the IAB suggests that you include image sprites instead of many images to decrease the number of file requests made by your creative. There are two ways:

Method 1: Single HTML File.
All information for serving the creative (with the exception of commonly used JavaScript and CSS libraries) should be included in the HTML file.

The maximum HTML file size is 200 kilobytes.

Method 2: Zip Compressed File.
All files for displaying the creative (with the exception of commonly used JavaScript and CSS libraries) should be included in the zip file.

The primary HTML file should be located in the root of the zip file.

Zip files must contain no more than 100 files, including at least one HTML file to use as the initiating file for display. (We suggest keeping the file count low to minimize browser performance impact.)

The maximum size of any automatically started video should be less than 1.1 megabytes.
The maximum size of any individual file is 2.2 megabytes.
The maximum size of the primary HTML file should be 100 kilobytes.

The zip file should be smaller than 10 megabytes compressed and the contents should be smaller than 12 megabytes uncompressed.

Only file types of HTML, JS, CSS, JPG, JPEG, GIF, PNG, and SVG may be included in the zip file.

File Requests

HTML5 ads are like mini webpages that require a combination of multiple files and functions. The number of requests made to fetch files has a big impact on load performance of the ad as well as on the page. HTML5 ads must optimize the number of requests being made to the server in order to reduce the impact on performance. For this release, a maximum of 15 file requests for initial file load is imposed to ensure little adverse effect on page load performance. This file request limit only applies for the file requests that display the ad upon initial load. There is no file request limit for subsequent file loads.

HTML5 Note: HTML5 introduces new options for developing ads. The IAB has developed “HTML5 for Digital Advertising” to help ad designers provide ads in HTML5 units that will perform more successfully across the display advertising ecosystem. Please review this document and adopt its recommendations to help improve HTML5 ad performance in the industry:

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