By the time you read this, you're probably setting up a new advertising campaign. Or thinking about it.

Whether you've already prepared your HTML5 banner ads or not, the question of distribution will eventually arise. You'll need to choose an advertising network.

To help you in your decision, we're going to present the advantages and disadvantages of each of the ad networks supported by Abyssale.

This article will compare Adform, Adroll, Amazon Ads, Google Ads and Google Marketing for the delivery of HTML5 banner ads.

RECOMMENDED READING: What are HTML5 banner ads


Adform is a Saas platform with a number of integrated tools. Among the most relevant are simplified budget management with real-time bidding, programmatic buying and e-commerce data management. It also supports mobile and video advertising.

Adform's specific formats are :

  • Medium rectangle: 300x250
  • Billboard: 970x250
  • Billboard: 728x90
  • Half-page: 300x600
  • Skyscraper: 160x600

The maximum ad time for animations is 30 seconds. Authorized file types include HTML5, JPG, PNG and GIF. The recommended maximum file size is 300 kb.

Adform's strengths include :

  • Data import/export
  • Data visualization
  • Segmentation
  • Data collection and processing
  • The ability to add video (in mp4) to HTML5 ads for enhanced performance.


The Adroll platform is renowned for its high retargeting performance. It is therefore highly prized by e-tailers, retailers and infopreneurs looking to boost cart abandonment. It offers advanced segmentation and lead management features. Adroll is also suitable for mobile and animated advertising.

The formats specific to Adroll are as follows:

  • Medium rectangle: 300x250
  • Billboard: 970x250
  • Billboard: 728x90
  • Half-page: 300x600
  • Skyscraper: 160x600
  • Mobile dashboard: 320x50

For animated ads, the maximum broadcast time is 30 seconds. Here again, the authorized file types are HTML5, PNG, JPEG, GIF. However, the size of these files must not exceed 150 kb.

Adroll's strengths include :

  • Reports and data analysis
  • Segmentation options
  • Connection between platform and store (for e-tailers)
  • The ability to add videos (in mp4) to HTML5 ads for enhanced performance.

Amazon Ads

With Amazon Ads, it's possible to serve ads directly on the Amazon marketplace. It's also possible to do so on other Amazon partner sites. In any case, in addition to their high reach, ads published via Amazon Ads offer the advantage of addressing an audience with the intention of buying.

The formats specific to Amazon Ads include :

  • Medium rectangle: 300x250
  • Half-page: 300x600
  • Skyscraper: 160x600
  • Payment selection square: 180x150

Ads are allowed in HTML5, PNG, JPEG and GIF formats, with a recommended max weight of 200 kb.

With Amazon Ads, you'll find many strong points, such as :

  • Highly intentional traffic
  • Precise targeting options
  • In-depth analysis of campaign performance
  • The ability to adjust strategies in real time
  • Additional sales option

Google Ads

Formerly Google AdWords, Google Ads lets you display ads on Google search results pages. It is highly prized for the high traffic it attracts, but also for the precision targeting it offers (location, demographic data, centers of interest, etc.). All ad formats can be displayed with Google Ads.

Almost all formats are suitable for Google Ads, including :

  • Vertical rectangle 240 × 400
  • Square 250 × 250 or 200 x 200
  • Triple wide screen 250 × 360
  • Large rectangle 336 × 280
  • Large skyscraper 160 × 600
  • Half-page 300 × 600
  • Banner 468 × 60
  • Billboard 970 × 250 or 970 × 90
  • Mobile banner 300 × 50, 320 x 50 or 320 x 100

HTML5, PNG, JPEG and GIF are all compatible formats on Google Ads. But be careful! HTML5 banners cannot contain videos. The recommended file size is 150 kb or less.

Google Ads has many strong points:

  • The ability to adapt and control your budget (even if it's small)
  • Precise targeting based on location, language, interests, etc.
  • Choice of billing (CPC or CPM)

Google Marketing

The Google Marketing platform is undoubtedly the most recent on this list. It has been designed to help marketers analyze the performance of their marketing campaigns, with advanced tools such as Campaign Manager, Display & Video 360 and Search Ads 360. As well as being an advertising network, it facilitates creativity by offering advertisers sources of inspiration for launching their campaigns.

The formats supported by the platform are virtually identical to those of Google Ads.

Google Marketing can publish ads in HTML5, PNG, JPEG, GIF and SVG formats. The recommended maximum file size is 300 kb. It is also possible to add videos to HTML5 ads to boost performance.

Google Marketing's strengths include :

  • Automation of certain recurring processes
  • Spend control
  • Collaborative working
  • Collection of user intent, behavior and tool data
  • The ability to add video (mp4) to HTML5 banners

Why generate your HMTL5 banner ads on Abyssale?

When you create your HTML5 banner template on Abyssale, you can set the export parameters for the generated files. You can choose to :

  • activate loop animation
  • limit file size per exported banner (in Kb)
  • group external dependencies
  • include a fallback solution for JPG

The relevance of these parameters may vary from one ad network to another. However, if you choose to opt for one of the networks presented in this article, the settings are preset for each of them on Abyssale. All you have to do is select the appropriate ad network. Here's what it looks like for Adform:

Which ad network to choose for your HTML5 banner ads

You now have all the information you need to choose the best ad network from among those supported by Abyssale.

If you ever decide to opt for another ad network, you can always generate your HMTL5 banner ads from within Abyssale. All you have to do is customize the settings.

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