Banner requirements

You can upload an image banner or HTML5 banner.

Technical requirements for HTML5 banners

HTML5 banners must be ZIP files that contain one HTML file and JavaScript, JSON, CSS, JPEG, GIF, PNG, or SVG files. You can add several variants of your HTML5 banner to be served on different screens or Yandex Home page versions:

Full Yandex Home page version New tab page
Screen Regular HiDPI HiDPI
Size in pixels 728 × 90 1456 × 180 1456 × 180
Maximum archive size 1 MB 1 MB 1 MB

Currently, HTML5 banners are not available for the mobile version of the Yandex Home page.

The archive and its files must meet the following requirements:
  1. The file and directory names can only contain Latin letters, digits, and the symbols -._~.

  2. All links in an HTML5 banner must be relative and lead to other files in the archive.

  3. The archive can contain up to 20 files. Include source code from JavaScript, CSS, and SVG in the HTML file and combine all bitmaps into a single file (a sprite atlas).

  4. The maximum size of the archived index.html must be less than 150 KB.

  5. The archive will ignore the contents of the __MACOSX folder andDS_Store and Thumbs.db files. These are the operating system's auxiliary files which are not necessary for the HTML5 banner to work.

  6. When a user clicks on the banner, the page indicated in the Link to site field or a Turbo page opens. Calls to the yandexHTML5BannerApi.getClickNum(1) method should generate click-throughs to that page in the banner.

    <a id="click_area" href="#" target="_blank">...</a> 
    // after the "<a href ...></a>" element, 
    // assign its href attribute like this: 
    <script> 
       document.getElementById("click_area").href = yandexHTML5BannerApi.getClickURLNum(1); 
    </script>
  7. The HTML5 banner size must be specified in the content attribute of the meta tag. See the example below:
    <meta name="ad.size" content="width=728,height=90">
    or
    <meta name="ad.size" content="width=1456,height=180">
  8. External calls to Yandex-hosted JavaScript libraries are allowed. If an HTML5 banner uses a different library, include it in the archive source code.

  9. All event handlers must be explicitly specified within the script tag, for example:

    <script>
        document.onload = init;
    </script>
  10. The link in an HTML5 banner must not exceed 1024 characters and must be UTF-8 encoded.

  11. The banner must not use statistics collection tools (pixels, tags, etc.).

    When you create a campaign, you can specify a Yandex.Audience pixel or ADFOX tag. You can also use UTM tags in the link to your website.

  12. A banner can feature the View again button for restarting the animation scenario.

Download a sample HTML5 banner

Technical requirements for image banners

You can add several variants of your image banner to be served on different screens or Yandex Home page versions:

Full Yandex Home page version Mobile Yandex Home page version New tab page
Screen Regular HiDPI HiDPI
Size in pixels 728 × 90 1456 × 180 640 × 134 1456 × 180
Maximum file size 1 MB 1 MB 1 MB 1 MB
Format JPG, PNG or GIF JPG, PNG or GIF JPG, PNG or GIF JPG, PNG or GIF

Moderation requirements

Follow the recommendations to make sure your banner passes moderation on the first try.

Prohibited subjects
Creatives in the following categories are not accepted for placement on the Yandex Home page:
  • politics
  • magic and esotericism
  • religious items and services
  • news or informational materials
  • debt collection services
  • funeral products and services
  • dating websites or marriage agencies
  • services of detectives and private security companies
  • job offers
  • products and services for adults (such as sex toys and erotic materials);
  • Products that resemble weapons
  • website optimization and SEO services
  • services of disinfection and pest control
  • certain financial services and training courses on them (microfinancing, loan offers from individuals, binary options, Forex dealer activities, transactions with Forex dealers, etc.);
  • other topics that do not comply with Yandex editorial policy

This list is not exhaustive and can be changed by Yandex at any time.

Notices and restrictions

All information required by legislation and the Yandex Ad Serving Rules must be present in the creative, including age restrictions and notices. It must be clearly visible and easy to read.

Texts, website, link to site
The link to the site must not contain a redirect that forcibly redirects the user to a URL other than the one specified in Yandex.Direct. Exceptions:
  • The user is redirected within the same resource (for example, from london.site.com to ny.site.com).
  • The user is redirected to a domain mirror, meaning a site with a different URL, but identical content.
  • The redirect performs a protocol change (for example, from http:// to https://).

In these cases, the redirect can be performed no more than 5 times.

Banner design

The creative can't have a frame or border.

Detailed requirements for the banners:

A creative that fully meets the above requirements is subject to an additional user perception check: it's compared with the reference banners approved by our designers. If a creative gets a high rating based on the comparison results, it's likely that the target audience will like it.

Banner display

The banner must meet the following rendering requirements:

  • When zooming the page in the browser from 100% to 200%, the banner should show no artifacts or distortions. The quality of banners for the full version of the Yandex Home page is checked on the following screen resolutions: Mac OS — 1440 × 900 pixels, Safari browser; Windows — 1366 × 768 pixels, Yandex Browser, Firefox, Opera.

  • Don't use graphical elements with fast movement, flashing elements, or blinking backgrounds.

    What is considered fast movement and blinking?

    Blinking is defined as changes in the color, saturation or brightness by more than 40% that occurs with a frequency of more than once every two seconds.

    Fast movement is a change in the location of an element on the creative over more than 100% of the element size or 50% of the banner size in one second.

    These are examples, rather than strict criteria for banner compliance with Yandex requirements. A creative with the above issues will most likely be rejected. However, there may be cases when a banner with fewer changes is identified as annoying, and vice versa, a banner with more changes might pass moderation. The decision is made individually in each case.

  • The time it takes to switch between frames should be sufficient to read all of the text shown on that frame.

  • Don't use graphic elements with poor quality, such as distorted or low-resolution images (with visible pixels), low-fi or noisy images, or images with compression artifacts.
  • The advertised site must open in a new window (and only open after a user clicks on the HTML5 banner).

  • HTML5 banners should display correctly and work the same way for all users on all platforms throughout the ad campaign in the following browsers: Yandex Browser 14 and higher, Google Chrome 14 and higher, Mozilla Firefox 14 and higher, Opera 14 and higher, Internet Explorer 9 and higher, and Microsoft Edge.

  • In HTML5, you can't use video or audio clips, script behavior that is annoying or malicious (like scripts that launch pop-ups or spoof IP addresses), browser extensions or plugins (Adobe Flash and others). The banner source code should not be obfuscated, meaning it should not be difficult to analyze.

  • HTML5 banners must meet CPU utilization requirements.

    CPU utilization requirements

    A computer with Intel Core 2 Duo P9600 2.53 GHz CPU, 2 GB of RAM, 64-800 MB of video memory, and the 64-bit version of Windows 7 Professional is used to test CPU utilization. A single page containing only the banner under testing is loaded. The banner shouldn't utilize more than 50% of the CPU over a measurable time period (a fraction of a second) or more than 70% of the CPU at any given moment. The Task Manager is used to measure CPU utilization.