Responsive display: supply the kit
A responsive display ad takes up to 15 images in 1.91:1 at 1200x628 and square at 600x600, up to five logos, up to five headlines of 30 characters, one long headline of 90, up to five descriptions of 90 and a business name of 25. Google renders that kit into whatever each site or app allows: sometimes a full-width banner, sometimes a small native unit with a thumbnail beside a line of text. Images therefore need to work both large and tiny, with the product central, uncluttered backgrounds and no essential words baked in. A set per product line or audience beats one generic kit for everything.
Uploaded banners in IAB sizes
When the design must be fixed, because of regulated wording or a precise layout, upload finished image ads. The common sizes are 300x250, 336x280, 728x90, 300x600, 320x50, 320x100, 970x250 and 160x600. Each file must stay under 150 KB, and animation must stop within 30 seconds, loops included. A campaign quickly becomes eight sizes times several messages times every market, and that resizing is where generation saves most time, provided each size is re-composed rather than scaled. A 320x50 mobile banner and a 300x600 half-page are different layouts. The IAB's LEAN principles still apply: light, encrypted, AdChoices-supported, non-invasive.
Placement control is the brand-safety job
The display network spans millions of sites and apps, and not all of them deserve a brand's money or name. Set content exclusions for sensitive categories, choose an inventory type that matches the brand's tolerance, and add placement exclusion lists at account level so every campaign inherits them. Then read the placement report during the first weeks and prune the sites and apps that deliver clicks but no value. Generated creative adds one more check: a scene that looks harmless in isolation can read badly next to certain content, so keep imagery literal and unambiguous rather than provocative.
One master, many sizes and markets
Display rewards consistency: the same visual system recognised across dozens of placements. The studio adapts one approved key visual into every responsive asset and banner size from a single brief, with product-lock keeping the product exact at 320x50 as at 970x250. For catalogue campaigns it batch-generates imagery from a product feed, so hundreds of products get display assets in a consistent style. Copy is localised into each market's language with terminology and approved claims enforced, and approvals cover the full matrix rather than each file separately.
Updated 25 September 2026