Banner sizes to plan for, platform by platform

Every ad platform publishes its own list of sizes, and the lists only partly overlap. This guide sets out the sizes each platform documents, where they run, and how to choose a set per channel, so you produce what your media plan books and nothing more.

The platform values below were checked on each platform’s own pages on October 16, 2026, and X’s on October 20, 2026. Specs change, so the ad spec pages list the sources and the date each value was last verified.

Display banners

Display banners run beside content on websites and in apps. You buy them in Google Ads, or traffic them through an ad server such as Campaign Manager 360, Adform or Microsoft Invest (Xandr). Google Ads accepts only the sizes on its own list, which it sorts into four groups.^[1] Sizewright makes 15 sizes from that list and two that Google Ads does not take but other buyers do.

Google’s list also includes 240×400, 250×360, 580×400, 930×180 and 980×120, plus regional sizes for Poland, Sweden, Denmark and Norway.^[1] Sizewright does not make those, and it does not make custom sizes yet.

Google Ads takes every size on its list as a GIF, JPG or PNG of up to 150 KB, or as an HTML5 ZIP of up to 600 KB.^[1] The HTML5 banner checklist covers what else the ZIP has to contain.

Desktop or mobile

Google files only 300×50, 320×50 and 320×100 under mobile.^[1] Adform’s display guidelines go further. They list 300×250, 970×250, 728×90, 300×600 and 160×600 as Adform’s desktop standard sizes. For smartphones they list 300×250, 320×50, 320×480 and 250×250, and for tablets 728×90, 300×250, 160×600 and 300×600.^[2] The 300×250 appears in all three. The IAB New Ad Portfolio names 300×50 and 320×50 as its smartphone banner.^[3]

The two sizes outside Google’s list have their own homes. Display & Video 360 lists 320×480 among its common mobile sizes, and Adform lists it for smartphones.^[4][2] 800×250 is the billboard in the German publishers’ standard (OVK), and DV360 lists it too.^[5][4] Adform’s guidelines name 300×250, 336×280, 728×90, 300×600 and 320×100 as its most popular sizes.^[2] That is Adform’s own statement about its platform, not a general ranking.

Social formats

Social platforms take images and videos that sit in a feed or fill the screen. The platform adds its own text around them.

A few notes on the table. Meta’s 1080-pixel-wide 4:5 and 9:16 versions are well above its minimum widths of 500 to 600 pixels, but below the resolutions it recommends.^[7][8] On Pinterest, “Pins with an aspect ratio greater than 2:3 might get cut off in people’s feeds,” in Pinterest’s own words.^[13] TikTok documents no single-image ad for its feed, because images run there as carousels.^[15] So plan the TikTok size as an animated banner, which Sizewright delivers as an MP4. For standalone image ads, X recommends 1200×628 for 1.91:1 and 1200×1200 for 1:1; every image ad also takes 16:9, which X lists at 1920×1080, as well as 9:16, 4:5 and 2:3, at up to 5 MB.^[14]

File weight is rarely the constraint here. Meta accepts images of up to 30 MB, LinkedIn up to 5 MB, and Pinterest up to 20 MB on desktop and 32 MB in its app.^[7][11][13] The constraint is the frame: the ratio, and on full-screen placements the safe zone the app’s own buttons leave free.

Performance Max

Performance Max does not take finished banners in fixed sizes. You add images to an asset group, and Google combines them with your headlines and descriptions.^[16] Google’s spec page asks for three ratios:^[17]

Files are JPG or PNG, with a maximum of 5 MB.^[17] Google’s image asset page adds that content should sit in “the center 80% of the image”.^[18] Its overview calls 1200×628 and 1200×1200 “the most common Google Ads image sizes”.^[19]

Web, email and screens

Owned channels have no platform rules, only your own layout. Sizewright’s catalog has a 1920×600 website hero, a 1200×400 content banner, a 600×200 email header, and 1920×1080 and 1080×1920 for digital screens. For these, the web export gives you PNG at 1× and 2×, WebP and AVIF. Animated web and email banners also get a GIF of up to 1 MB.

Choosing a set per channel

Start from where the campaign runs, not from the longest list of sizes. Every extra size is another file to check, approve and traffic. One size of each shape gives every kind of slot a banner composed for it.

Two rules hold across every row. Make one banner for each size a platform will actually serve. And check the strips (728×90 and 320×50) and the towers (160×600) first, because they leave the least room for the message.

In Sizewright, the brief offers ready-made sets of formats for Google Display, Performance Max, Meta, LinkedIn and a social essentials mix. You can add or remove single sizes from there, up to 60 formats per brief.

Where to go next

The banner size guide has a page for each size, such as the 300×250 medium rectangle and the 728×90 leaderboard, with specs and design notes. The ad spec pages cover each platform in detail, from Google Ads to Meta. And every format explains how Sizewright composes one campaign for all 37 sizes in its catalog.