Once you have completed the creative work, the ads need to be distributed to the relevant people. This is a series of decisions and considerations which are best gone through before distributing the HTML5 banners.
Where Your Files Are Hosted
The banner HTML5 files are hosted on a Content Delivery Network (in the form of a CDN), the advertiser’s ad server or on the publisher’s server. Often the fastest way is to host the files on the advertiser’s ad server.
How Ad Tags Work
This “handshake” typically occurs within milliseconds, which is why understanding how an ad tag functions is vital to troubleshooting issues with banner ads not displaying.
Third-Party Ad Servers vs Direct Delivery
Using a third-party ad server to run your HTML5 Banners (such as Google Campaign Manager) offers the advantage of having full control of your campaign and to track your results in detail. There is more on HTML5 Banners at https://thebannermen.com/banners/animated-ads/html5/.
Load Time and Latency
Most importantly, if your banner takes too long to load, then by the time it has loaded the viewer will have scrolled past it. Therefore, it is very important to keep the total file weight as low as possible. Most companies test their HTML5 banners on a throttled connection to simulate a slower internet connection. Industry standards for digital ad delivery, as defined by IAB Europe, for example, cover things like file size and load time.
What to Check Before Handing Over Files
Ask the publisher or network which ad tags they can use, whether third-party ad serving is allowed and what is the file size limit for their hosted delivery of animated HTML5 banner campaigns. Check for hosted delivery of your HTML5 banner campaigns.
It’s worth these few questions to avoid a lot of back-and-forth once your campaign is up and running.