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
Screen regular HiDPI
Size in pixels 728×90 1456×180
Maximum archive size 150 KB 150 KB

HTML5 banners can't be used in the mobile version of the Yandex Home page at this time.

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

        document.onload = init;
  5. When a user clicks on an HTML5 banner, this opens the page indicated in the Link to site field on the page where you create or edit ad groups. 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 "<a href ...></a>" 
    // assign the value of the href attribute to it, like this:
       document.getElementById("click_area").href = yandexHTML5BannerApi.getClickURLNum(1); 
  6. 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">
    <meta name="ad.size" content="width=1456,height=180">
  7. External calls to Yandex-hosted JavaScript libraries are allowed. If an HTML5 banner uses a different library, include it in the archive source code.

  8. The link in an HTML5 banner must not exceed 1024 characters. The link to the website must be UTF-8 encoded.

  9. 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 (for details, see How to launch a campaign). You can also use UTM tags in the link to your website.

  10. A “View again” button can be added to a banner to restart the animation.

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.

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
Screen regular HiDPI
Size in pixels 728×90 1456×180 640×134
Maximum file size 150 KB 150 KB 150 KB
Format JPG, PNG or GIF

Moderation requirements

If you follow the recommendations, your banner is more likely to pass moderation on the first try.

Prohibited subjects
Creatives in the following categories are not accepted for placement on the Yandex Home page:
  • politics
  • magic, esotericism
  • religious goods and services
  • news or informational articles or 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.

Warnings and restrictions

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

Texts, website, link to site
The link to the site must not contain a redirect, i.e. forcibly redirecting the user to a URL other than the one specified in Yandex.Direct. Exceptions may apply if:
  • The user is redirected within the same resource (for example, from to
  • The user is redirected to a domain mirror: i.e., 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 should be performed no more than 3 times.

Banner design
Detailed requirements for the banners:
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 resolutions: Mac OS — 1440 × 900 pixels, Safari browser; Windows — 1366 × 768 pixels, Yandex.Browser, Firefox, Opera.

  • Don't use rapidly moving and flashing graphical elements and flickering backgrounds.

    What is considered fast movement and blinking?

    Blinking is defined as changes in the color of an element (color hue, saturation, or brightness) by more than 40%, occurring regularly with a frequency of more than once every two seconds.

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

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

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

  • Don't use image elements of 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 over the entire duration of the ad campaign in the following browsers: Yandex.Browser 14 and above, 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 (for example scripts that launch pop-ups, spoof IP addresses, etc.), browser extensions or plugins (Adobe Flash, etc.). The banner source code should not be obfuscated.

  • HTML5 banners must meet processor utilization requirements.

    Processor utilization requirements

    A computer with an Intel Core 2 Duo P9600 2.53 GHz processor, 2 GB of RAM, 64-800 MB of video memory, and a 64-bit version of Windows 7 Professional is used to test processor utilization. A page containing only a test banner is loaded on it. When the system is tested this way, the banner shouldn't utilize more than 50% of the CPUs over a measurable time period (a fraction of a second) or more than 70% of the CPUs at any given moment. A standard “Task manager” is used to measure processor utilization.