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Initial Load and SubLoad Calculator

Calculate the max load sizes for HTML5 and static ads.

Following guidelines of the IAB.
Enter the dimensions:
X
HTML5 Ad
Static Ad
east
Initial load:
150 KB
Subload:
300 KB

What are the initial load and subload?

The Interactive Advertising Bureau (IAB) has provided guidelines regarding initial load and subload sizes for ads to ensure optimal performance and user experience. Here's what that means:
  • Initial load — This is the amount of data (in KB) required by all assets and files necessary for completing first visual display of the ad and requested before the DOMContentLoaded event has been dispatched by the window object.
  • Subload — This is the additional data that can be loaded after the initial load, typically after user interaction or after the ad creative has become visible.

Step-by-Step Calculation Guide

The IAB provides specific recommendations for different types of ads based on their dimensions, which will fall in a "pixel group". Here's how you can calculate the pixel group based on a given width and height.
  1. Determine the ad dimensions: You need to know the width and height of the ad in pixels. For example 300x250.
  2. Multiply its product by 4 in order to get the pixel group. For example, 300 x 250 x 4.
  3. Determine thresholds: see the table below for the maximum initial load and subload for each pixel group.


HTML5 Zip Ads

Pixel GroupInitial loadSubload
<120,00050 KB100 KB
120,000 - 180,00075 KB150 KB
180,000 - 300,000100 KB200 KB
300,000 - 500,000150 KB300 KB
500,000 - 700,000200 KB400 KB
700,000 - 900,000250 KB500 KB
900,000 - 1,000,000300 KB600 KB
1,000,000+350 KB700 KB

Static Ads (PNG/JPG)

Pixel GroupMax file size
<120,00050 KB
120,000 - 180,00075 KB
180,000 - 300,000100 KB
300,000 - 500,000150 KB
500,000 - 700,000200 KB
700,000 - 900,000250 KB
900,000 - 1,000,000300 KB
1,000,000+350 KB


Ad Validation Scanners

AdValify.io has scanners to see if ads comply with your ad specification. See this HTML5 Ad Validator for Zip creatives, and this Banner Ad Tester for static images. Try it yourself - it's free.

Fully Automated Tests

AdValify also offerers automatic testing using the API. Automate and scale your complete QA workflow. Save tons of time. For more information, see the API Documentation.

Ad Serving

Are you looking for an ad server to serve your HTML5 creatives or static display ads? Try AdGlare Ad Server.


Giovanni Sollazzo
Giovanni Sollazzo
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Founder & Chairman, AIDEM Technologies
Dylan Coetzee
Dylan Coetzee
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Digital Marketing Director, OmniaMed Communications
Avast using AdValify.io to validate adsWideout using AdValify.io to validate adsGroupM using AdValify.io to validate adsAidem using AdValify.io to validate adsLeaf Group using AdValify.io to validate adsCox Media using AdValify.io to validate ads