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Best Practices & Guidelines

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Ad Rules

Failure to follow these rules will result in offending ads or creative sets being blocked. Serious or repeated violations can result in an account ban.

AppLovin does not allow:

  • Ads that contain illegal products or services, discriminatory practices, needless excessive violence and gore, adult/sexualized content, or third-party infringement.
  • Ads that contain misinformation or misleading claims.
  • Images or videos that are scaled to fit into creative requirements. For example, if you only have a landscape image, do not create a portrait image that is a scaled version of the landscape image.
  • Ads that resemble system alerts.

Ads must:

  • Have clear branding (App Icon, App Name, and/or recognizable branding).
  • Have clear “call to actions” (CTAs), e.g. “Download Now”, “Play Now”.

For more information, please see the AppLovin Policies for Demand Partners.

Primary Ad Specifications

Below are the creative asset specs required for each AppLovin ad template.

Click here for instructions on how to create ads in AppDiscovery.

Ad TypePlayableVideoGraphic
EndcardsN/ARequired: Portrait and landscape graphic interstitial or playable ad to complete a video ad.N/AN/A
DimensionsResponsive to varying screen sizes and supports landscape & portrait orientations

Portrait

9:16

Landscape

16:9

Pixels must be square. Anamorphic videos may get rejected.

Required

1024×768

768×1024

Banner

320×50

Leader

728×90

LengthN/AUp to 30 secondsAnimation loops <30sAnimation loops <30s
File TypeSingle in-line HTML fileMP4, MOVJPG, PNG, GIFJPG, PNG, GIF
Size<5MB<30MB<1MB<1MB
FormatSee AppLovin’s Playable Guidelines. If you have questions, contact your AppLovin representative.Videos are processed automatically by AppLovin.Clear branding and CTAClear branding