Advertising Guidelines


Our Digital Advertising Guidelines are developed to provide a comprehensive overview of advertising opportunities based on platforms and technology. This document intends to set out all general rules (DOs and DON’Ts of advertising with and includes pointers to more specific documents and product specifications where applicable and intends to be consistent with the latest IAB Australia guidelines.

CarAdvice’s standard digital ad units include the units of the Interactive Advertising Bureau’s (IAB) Universal Ad Package (UAP) as well as a wide range of additional formats. Please refer to our Standard Banner Ads and Standard Advertorial Ads pages for details.

Secure Ad Serving

To better improve data security and user privacy, CarAdvice website is HTTPS. Third party served creative and its components (images, stylesheets, JavaScript, tracking pixels etc.) must all be secure to ensure that the creative is compliant and displays correctly across the CarAdvice website. Please note that secure creative can still click through to a non-secure website. For more information, please reach out to your creative vendor support team.

Our Measurement Tools

DFP uses Google Ad Manager (GAM) to measure ad impressions and click through rates for all advertising campaigns.

CarAdvice uses MOAT to measure and monitor Invalid Traffic (IVT) and viewability based metrics. MOAT has been accredited by the Media Ratings Council (MRC) based on their Invalid Traffic Detection and Filtration Guidelines and have been accredited for General Invalid Traffic (GIVT).

General Rules

Advertising creative material:


Rich Media Guide

Rich media creatives are interactive, highly engaging ad formats, usually combining a number of technologies, such as HTML5, video etc. Typical rich media executions are full page adverts, expanding ads, video rectangles and transitional. Rich media creative may include click-initiated sound, video and data-capture forms etc.

Rich Media Rules

Our overall goal is to ensure the best user experience. This will avoid negative impact on both our clients & CarAdvice brand(s).

HTML5 Guide for 3rd party hosted

The combination of HTML5, CSS3, JavaScript, SVG etc. enables rich animation and features similar or identical to Flash technology, hence you may refer to the relevant ad product specifications for details regarding rules, expected behaviour and deliverables with respect to user experience, hardware load (CPU performance considerations, file sizes) etc.

HTML5 Specifications

Creative Unit Name Asset Max File Size File Type Max File size of External Shared Libraries
HTML5 Standard Banner 80kb HTML5, JPG, PNG, GIF 100kb
HTML5 Rich Desktop/Tablet Initial Load 100kb HTML5, JPG, PNG, GIF 100kb
File Formats Back Up Image 40kb JPG, PNG, GIF  
  Polite Load / Expanded Panel 1MB HTML  
  User Initiated Load / Expansion 10MB HTML  
  Video Auto – 2MB
User – 10MB
HTML5 Rich Mobile Initial Load 80kb HTML, JPG, PNG, GIF 100kb
  Back Up Image 40kb JPG, PNG, GIF  
  Polite Load / Expanded Panel 200kb HTML  
  User Initiated Load / Expansion 2MB HTML  
  Video (optional) 2MB MP4, OGG, WebM  

HTML5 Ad Specifications Notes

Approved HTML5 Ad host vendors

Timelines & Delivery

Tier Creative Type Name Description Set Up / Turn Around Time
1 Standard Creative 3rd party served, non rich media 5 days prior to launch
2 Rich media creatives Footnote, Celtra, In-Read 10 days prior to launch
3 Custom Creatives In house built creatives 10 days prior to launch

In addition to the above timelines, creatives for Baseline campaigns must be submitted by 1 month prior to the campaign going live.

Additional Guidelines

Please note the above creative and campaign setup/turn-around times, commencing from receipt of all required, correct creative materials. Failure to provide creative within these SLAs may result in delays in campaign commencement.

Cancellation Deadlines

Refer to our Terms and Conditions for our Cancellation Policies.

3rd Party Ad Serving Guidelines & Creative Acceptance Policies


To preserve user experience on our digital properties, initial ad creative file load sizes are constrained across the board. However, to compensate for the trend towards more rich media, two additional categories for file size loading were added: subsequent polite load and subsequent user-initiated load.

The initial ad respond file size is restricted, typically to a standard banner's file size. This first phase of the ad usually comprises the first key-frame of the ad animation or similar placeholder asset. A larger secondary download occurs after the requesting parent page has loaded completely (i.e. the [document.body.onload] JavaScript event is fired). This secondary download file size is also limited, typically to 100 KB.

Includes all files that load as a result of the viewer further interacting with the rich media ad creative.