Web Advertising Capabilities

The following ad units are created for most sites. You can request additional ad units and changes to the size mapping during onboarding or at any time you choose. However, most sites will include:

Ad Unit Type Sizes
Banner Desktop: 970×90, 728×90, 970×250
Tablet: 728×90 (landscape only), 320×50 or 300×50 (portrait)
Mobile: 320×50, 300×50

Note: Pencil Pushdown can run to this position as well
Rectangle Desktop: 300×250
Tablet: 300×250
Mobile: 300×250
Note: the Desktop can be set up to also include a 300×600 if desired
Half Page Desktop: 300×600
Tablet: 300×250
Mobile: Not recommended for mobile
In Gallery Ad Desktop:300×250
Tablet: 300×250
Mobile: 300×250
In Article Ad Desktop: 300×250
Tablet: 300×250
Mobile: 300×250
Rich Media Desktop: 1×1
Tablet: 1×1
Mobile: 1×1


Note: Mobile is typically defined as any device under 768, tablet is 768px and 1024px, and desktop anything above 1024px.

That said, the implementations team will often refine these calculations depending on the location of the ad and the size changes to maximize the devices that can display the larger ad units.


DFP ad units can have up to five levels of hierarchy in DFP Premium accounts and up to three levels of hierarchy in a DFP Small Business Account.

The base path of all ad units begin with your DFP account number.

However, if you share a small business account, the account number will be appended with your call letters or site name to identify which site is using the ad unit.

For sites using Premium, it is recommended that the site name or call letters be included as a level of hierarchy incase you ever have alternate sites you will need to run ads on.

Account Type Base Path Ad Path Example
DFP SB (single site) /12345/ news/national-news
DFP SB (multi site) /12345/wkrp- news/national-news
DFP Premium /12345/wkrp/ news/national-news/

Landing Page Targeting

All ad units on a page dynamically pass the path of the page (after the domain name) into the ad unit.

For example, a site with DFP Premium as on www.wkrp.com/news/ would get the following ad path for all the ads on that landing page:

To target ads to that page, you would simply select the news ad unit

Sub-pages of main section pages can be targeted by expanding the ad unit folder(s).

For example:

www.wkrp.com/news/national-news would get the following ad path for all the ads on that landing page:

www.wkrp.com/news/national-news/trump would get the following ad path for all the ads on that landing page:

In all base path set ups, up to three levels of content hierarchy will pass into the ad path. Pages with four levels of parenting is very rare (most modern websites have a flatter page hierarchy for SEO reasons).

However, if you did have four levels, only the first three would pass into the ad positions. You would need to use key value targeting to target a page with four levels of hierarchy.


Article page ad units are driven by the primary category selected by the website editorial staff when creating the article.

For more information about the primary category selection process review the configure content targeting guide.

Each category in WordPress can be configured to match a landing page ad unit path so that the landing page and the articles on that page can be targeted together.

For example, for a site with the landing page called “Foodie Friday”:

  • The url would be  /foodie-friday
  • The ad units on that page would be  /12345/wkrp/foodie-friday

You could set the category “Foodie Friday” to pass the same /12345/wkrp/foodie-friday ad unit so that the sponsor of Foodie Friday would get exclusive ads on both the articles and the landing page simply by selecting the Foodie Friday Ad Unit.

Note: about new category set up

Rayos Custom Keyword Targeting

The following information is passed to DFP via the Rayos Advertisements Plugin

Passed with
Keyword Name
Data Passed
Page URL The url of the page the ad is on minus the domain. for example /entertainment-news/
Page Post ID The Post ID that WordPress assigns to all content types. This is generated by WordPress automatically and is unique – no other page will have the same ID
Page WordPress Categories This is a list of all the editorial categories the editor assigns to content in the system. This is primarily used for targeting article content.
Ad Slot Size Mapping This is the ad sizes configured in the advertisement plugin for that ad
Ad Slot Ad Zone This is an arbitrary grouping that WordPress users can use to group certain ads together for targeting purposes
Ad Slot Position Indicates a unique number for each ad on the page
Ad Slot Placement this is automatically generated if the same ad slot is put on the page more than once

DFP Generated Targeting

The following information is passed to DFP by default, by having the DFP code enabled on the site

Passed with
Data Passed
Ad Slot Ad Slot Name The name of the ad slot on the page
Page Geography Countries, regions, US metro areas (DMA), UK TV regions, cities, and US ZIP codes or Canadian postal code prefixes.
Page Browser Android, Firefox, Google Chrome, Microsoft Internet Explorer, etc.
Page Browser Language Chinese, English, Italian, German, etc.
Page Device Category Desktop, Feature Phone, Smartphone, Tablet
Page Manufacturer Apple, BlackBerry, Ericsson, HTC, Xiaomi, and many others.
Page Operating System Android, Apple iOS, Linux, Macintosh, Microsoft Windows, etc.
Page Bandwidth Cable, DSL, etc.
Page Mobile carriers AT&T, 02, etc.
Page User domains IP addresses for Charter, Comcast etc

Gallery Ads

In-Article Ad

Rayos uses DFP’s Google Publisher Tags (GPT) asynchronous single request method. This will make a single request for all the ads on the page and load them asynchronously from the page’s content helping to make pages load faster. Following the Internet Advertising Bureau’s standard ad specifications will help your advertisers ads load quicker and have a better chance for them to be viewed.


Ad dimension Initial file size k-weight kb
Billboard 970×250 250
Leaderboard 728×90 150
Banner 300×50, 320×50 50
Super Leaderboard/ Pushdown 970×90 200
300×600 200
Medium Rectangle 300×250 150
App interstitial 200-300
Skyscraper 160×600 150


Other display ad guidelines

  • Audio: Audio in ads should be muted. To allow for audio initiation in ads, a control may be included for the user to initiate audio.
  • Defining ad space: Ad unit content must be clearly distinguishable from publisher or unpaid content on the page (for example, an ad unit may have clearly defined borders so it is not confused with normal page content).
  • CPU Load: Ads should be developed to perform smoothly and not interfere with site or app performance. 30% CPU load max (based on the average CPU of the user base) per active ad.
  • Initial file load: Includes all assets and files necessary for completing first visual display of the ad and requested before load event dispatched by the window object.
  • Host-initiated subload (subload): This is the additional file weight an ad can load in addition to initial load. Ad file subload may begin after the load event has been dispatched by the window object. The ad should listen for the load event dispatched by the window object of the host page. When communication with the host page is not possible, then it is acceptable to listen for the load event dispatched by the window object of the ad iframe.

Video pre-roll

For Cross-Screen Portability with MP4 IAB recommends using an MPEG-4 (MP4) format with H.264 codec because this file format is more widely supported across devices. Using a Baseline profile for the H.264 codec ensures that the file will play on devices and bandwidths that range from a cellular connection on a mobile screen to connected TVs with high-speed cable connection. AAC audio is recommend because most players support AAC audio encoding. (Flash players don’t support PCM audio, so MP4 ads encoded with PCM audio will play without sound in a Flash player.) While the MP4/H.264 file format is recommended, other formats, such as WebM and VP8, may be submitted in addition.

Duration recommended is :15, :30 is supported but not recommended, shorter video ads of :06-:08 seconds are more effective on mobile.