Creative Guidelines
2015
MyWebGrocer Creative Guidelines
Ad Sizes
Name
Wide Skyscraper
Filmstrip
Leaderboard
Medium Rectangle
Button/Tile
Custom – Mobile Carousel
Mobile Banner
Size
160x600
300x600
728x90
300x250
180x150
728x300
320x50
Formats
.GIF, .JPG, .SWF
.GIF, .JPG
Standard Creative Specs (Includes Static and Flash Formats)
Initial Dimension (px):
Max Files Size:
Animation Frame Rate
Animation Length
(Flash)
Flash File Format &
Version (Inc. AS):
Back-up File Format
300x600
50 KB
18 fps
15
seconds
160x600
50 KB
18 fps
15
seconds
728x90
50 KB
18 fps
15
seconds
300x250
50 KB
18 fps
15
seconds
180x150
50 KB
18 fps
15
seconds
320x50
50 KB
N/A
.SWF, Flash 9 or above, ActionScript 2 or 3 (3 preferred)
.GIF, .JPG
.GIF, .JPG
.GIF, .JPG
.GIF, .JPG
.GIF, .JPG
N/A
N/A
N/A
Ad Creative Unit Standards & Guidelines
Sound:
Sound effects of less than 1 second (such as a 'beep') are acceptable without user initiation.
MyWebGrocer reserves the right to prohibit such sound if deemed too intrusive. Any audio
over 1 second in length must be initiated by user interaction with appropriate text, icons or a
similar indicator. Once initiated, there must be a clear way to turn off the sound with
appropriate text, icons or a similar indicator. For streaming audio assets the client must supply
a Playlist in a MyWebGrocer approved format: M3U, RAM, or ASX.
Frequency Caps:
All placement level frequency caps must be set by MyWebGrocer and may not be set through
third party servers. MyWebGrocer may impose frequency caps on ads as needed and the cap
may vary by section. Frequency caps can also be applied to campaigns at advertiser request,
on a time based or placement basis. A maximum of one type of cap (session/hourly/weekly)
may be applied per campaign.
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MyWebGrocer Creative Guidelines
Deceptive Functionality:
All functionality visually indicated within ads must be working and not designed to deceive.
Non-functioning drop-down menus, radio buttons and text boxes will not be accepted. ‘Close’
or ‘Skip’ buttons must function as labeled and cannot link users to a new web site.
Click Interactions:
All click interactions that initiate the load of a new web page must open that web page in a
new browser window (except for ads in the E-commerce application which must open in the
same window). A click-thru may launch only one new browser window. Any click-thru included
with an ad that does not re-direct to a MyWebGrocer created landing page must take users to
the web site of the advertiser who purchased the ad space unless the advertiser has provided
written permission from another site to link to them with their advertising. Mouse-over
interaction cannot link a user to a new website.
Flash Guidelines
Back-Up File:
A default “background” .GIF must be submitted for visitors without (or who are blocking) Flash
or JavaScript. The back-up creative cannot be larger than 50KB in size and should be either a
JPEG or GIF.
Animation:
Within ad units defined by fixed in-page dimensions (like banners) uninitiated animation of any
form can run for a maximum of 15 seconds or 3 rotations without being re-initiated by the
user through a clearly labeled interaction with the ad. This includes animations, such as
flashing 'click here' buttons and small icons. Once re-initiated, there must be a clear way to
stop any in-unit animation by clicking on a label “Stop” or a stop button. MyWebGrocer
reserves the right to prohibit any ads if deemed too intrusive.
Version:
All Flash ad creative units must be delivered in at least the Flash Version 9 format. Flash 10
and AS3 are accepted as well.
Additional Specs:
Ad units cannot prompt the download of a plug-in, and must be coded to search for any
required plug-ins and display an alternate ad to those who don't have it.
ALL Flash ad units must have the background set to Transparent using WMODE parameters.
Target Window Commands:
In .SWF files clicking out of the retailer sites, the window identifier needs to be set to
“_blank”; however, when re-directing to a page within the retailer sites (such as recipe &
circular creative driving to an ad landing page and all e-commerce/keyword targeting
placements), the window identifier needs to be set to “_top” for all non-Peapod placements
and “frame4” for all Peapod placements. Refer to the click URLs spreadsheet or your MWG Ad
Ops contact for the specific target window commands needed by placement.
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MyWebGrocer Creative Guidelines
New Window – target=“_blank”
Same Window (non-Peapod placements) – target=“_top”
Same Window (Peapod placements) – target=“frame4”
Click Functionality
The click through URL cannot be hard coded into the .SWF. It should look like this ActionScript
assigned to a button (“_blank” will change to “_top” for creative that should open in the same
window and “frame4” for Peapod e-commerce/keyword targeting placements):
on (release) {
getURL (_level0.clickTag,"_blank")
}
Treat the clickTag variable as case sensitive. clickTAG, ClickTag, CLICKtag and clickTag are not
equivalents. The clickTag variable within the Flash file must exactly match clickTag syntax.
The full banner file must be clickable, which is done by enabling the hand cursor in all of the
hotspot and extending the hotspot to cover the full ad space, as the hand cursor indicates that
the ad is clickable.
Rich Media Creative Specs
Initial Dimension (px):
Maximum Expanded Dimension
(px):
Expand Direction
Max. Initial File Load Size:
Max. Polite/Subsequent File
Load Size:
Animation Frame Rate:
Animation Length (Flash):
160x600
728x90
300x250
300x600
728x300
600x500
Left
50 KB
Up/Down
50 KB
Left/Down
50 KB
100 KB
100 KB
100 KB
18 fps
15 seconds
(max. 3 loops)
30 seconds
18 fps
15 seconds
(max. 3 loops)
30 seconds
18 fps
15 seconds
(max. 3 loops)
30 seconds
Max Video Length
Accepted Expandable Polite File
.SWF
Format:
Accepted Video Formats:
.MOV, .AVI, .WMV, .MP4, .FLV
Back-up File Format:
.GIF, .JPG
.GIF, .JPG
.GIF, .JPG
Must be user initiated (on click: mute/un-mute); default
Audio Initiation:
state is muted
Not to exceed 1/4 size of ad. Only initiated when cursor
Hot Spot:
rests on hotspot for at least 1-sec. Must NOT initiate
audio.
Labeling Requirements, Font
Ad unit content must be clearly distinguishable from
Size, etc.:
normal webpage content (i.e. ad unit must have clearly
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MyWebGrocer Creative Guidelines
defined borders and not be confused with normal page
content). Ad must contain visible media controls (e.g.
Play, Pause, Mute, etc.)
Rich Media Guidelines
MyWebGrocer at this time does not accept the following Rich Media ads:
▪ Pre-roll, Post-roll, Intermediary Video
▪ Teardown
▪ Peel Down
MyWebGrocer does accept the following Rich Media ads within the Recipe & Circular (160x600,
728x90 and 300x250 sizes) platform only. Rich Media is not supported via email or ecommerce platforms.
▪ In-Banner Video
File Size:
The creative cannot be larger than 50KB in size; however, file sizes up to 100KB can be
supported upon request at an additional rate.
Ad Serving:
MyWebGrocer recommends the use of 3rd party ad serving for rich media and in-banner video
ads; however, in-banner video can be site served upon request through Doubleclick Studio, at
an additional cost.
The preferred rich media vendor is PointRoll or Doubleclick; however, other vendors are
accepted and have been used in the past, such as Motif, Eyeblaster (MediaMind) and
Eyewonder.
Creative Delivery:
To guarantee an on-time launch, creative assets are due 10 business days before launch for
campaigns that require site served video or creative revisions (target window command, etc.)
of any kind.
All final rich media tags/standard tags/creative assets are due 5 business days before launch
to allow for implementation and testing. Tags received closer than 5 business days prior to
launch are not guaranteed to launch on time and may prevent the campaign from delivering in
full. MyWebGrocer is not responsible for delayed launch due to late delivery of campaign
assets. Please refer to the Late Creative Guidelines and Testing Policy section of the Creative
Guidelines for additional detail.
Controls:
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MyWebGrocer Creative Guidelines
It is recommended that all rich media ads and in-banner video be host-initiated. Close “X”
controls are required and “expand” or “play” hot spots should limited to no more than 25% of
the ad dimensions.
For video, minimum player controls present should be Start/Stop and Volume/
On/Off/Softer/Louder. Other recommended buttons include Fast Forward/ Rewind, Pause and
others as needed. All buttons should be enabled throughout the entire video play.
Animation:
Uninitiated animation is allowed for standard Flash creative; however, all rich media action
must be user initiated, such as expansion or video play. Animation can run for a maximum of
30 seconds or 3 rotations without being re-initiated by the user through a clearly labeled
interaction with the ad. This includes animations, such as flashing 'click here' buttons and
small icons. Once re-initiated, there must be a clear way to stop any in-unit animation by
clicking on a label “Stop”, “X” or a stop button. MyWebGrocer reserves the right to prohibit any
ads if deemed too intrusive.
Video should also adhere to the 30 second recommended length, although longer formats can
be accommodated upon request.
Target Window Command:
In .SWF or .FLV files clicking out of the retailer sites, the window identifier needs to be set to
“_blank”; however, when re-directing to a MyWebGrocer hosted “add to list” ad landing page,
the window identifier needs to be set to “_top” to allow a same window click through. Refer to
the click URLs spreadsheet or your MWG Ad Ops contact for the specific target window
commands needed by placement.
New Window – target=“_blank”
Same Window – target=“_top”
Billing:
MyWebGrocer does not have negotiated rates with any 3rd party Rich Media vendor;
therefore, all rich media fees will be covered by the advertiser. Additionally, Doubleclick
charges MyWebGrocer $0.50 per thousand impressions delivered for rich media ad serving.
This surcharge will be passed along to the advertiser.
MyWebGrocer can provide rich media design, production and QA/ trafficking services to
advertisers at an additional cost. Please contact your sales representative for more details or
to request a quote for creative services.
Third-Party Serving & Tracking Guidelines
Most placements can support third party ad serving, but there are some restrictions on the
types of third party serving tags and third party tracking tags that MyWebGrocer can accept,
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MyWebGrocer Creative Guidelines
based on site and data restrictions. See below for MyWebGrocer’s third party serving and
tracking guidelines.
Guidelines:
Placement Name
Recipe & Circular, Ecommerce, Run of
Platform, and
Keyword Targeting
Display
Accepts 3rd
Party Serving
Accepts 3rd
Party Tracking
Notes
Yes
Yes (Impressions
and/or clicks)
Non-DFA click 1x1s (Atlas,
MediaMind), must be clear 1x1
gif tracking pixels and cannot
contain a redirect action
Email Display
No
Only clicks
Mobile Display
No
Yes (Impressions
and/or clicks)
Non-DFA click 1x1s (Atlas,
MediaMind), must be clear 1x1
gif tracking pixels and cannot
contain a redirect action
Non-DFA click 1x1s (Atlas,
MediaMind), must be clear 1x1
gif tracking pixels and cannot
contain a redirect action
Flat rate line items and sponsorship placements that are not served as traditional display
media through the DFP ad server cannot be third party served or tracked. These include:
Recipe Integration
▪ Enhanced Landing Page/Brand Showcase
Consumer Tip Sponsorship
▪ Category Merchandising
Product Detail Branding
▪ Data (all kinds)
Targeting Fees
Third Party Serving:
MyWebGrocer utilizes Google DoubleClick tools to serve ads, and is able to accept third-party
ad tags from preferred vendors. Any creative running on third-party tags must be approved by
MyWebGrocer prior to campaign launch and comply with all creative and platform policies.
Third-party ad tags may be used solely to verify fulfillment of the I/O. If the Advertiser’s ad
server is IAB/AAAA compliant and reporting is made available to MyWebGrocer, it will be used
as Controlling Measurement when tags are utilized.
Preferred third-party servers:
Doubleclick
▪ MediaMind
Pointroll
MyWebGrocer utilizes unique click through URLs to re-direct users within their preferred store.
Third-party ad servers must be able to support click URLs containing macros (ex.
http://%p;sdn=!), to provide session specific redirect functionality, such as a banner click-thru
to a branded “add to list” ad landing page within a user’s preferred retailer. Please contact
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MyWebGrocer Creative Guidelines
[email protected] to determine if a 3rd party ad server not included in the
above list of preferred vendors is accepted.
3rd Party Tracking:
Ads may be 3rd party tracked using 1x1 transparent pixels; however, support of 1x1 pixels
within some display formats, like email banners, is limited. Email service providers can strip
excess tracking code, preventing fully functional ad serving; therefore, third party tracking in
email is limited to click tracking only. Impression tracking via 1x1 pixels is supported when
enabled through the Google Doubleclick tools.
Note: If advertiser plans on sending 1x1 tracking tags and utilizing an internal “add to list” or
“add to cart” ad landing page click through, MWG Ad Ops will send advertiser the unique click
through URLs to implement.
Cookies, Pixels, and Data Repurposing:
Third-party ad serving and tracking is permitted only to the extent needed to confirm I/O
fulfillment of impressions and clicks. Additional tracking elements such as those used for ad
verification and demographic data collection will be permitted only on a case-by-case basis.
MyWebGrocer is extremely sensitive to the needs of our retailer partners regarding customer
privacy. As such, the use of tracking tags for retargeting, user harvesting, or data gathering
not related to the I/O is strictly forbidden. Ads found running unauthorized tags or malicious
code will be removed from the site immediately.
Late Creative Guidelines and Testing Policy
Late Creative Policy:
If Advertising materials are not received by the dates specified below, commencing on the
applicable I/O Start Date, MyWebGrocer will charge the full contracted amount per the terms
of the I/O, excluding portions consisting of performance-based, non-guaranteed inventory, for
each full day the Advertising materials are not received. Notwithstanding the foregoing, if
Advertising materials are late based on the due dates set forth below, MyWebGrocer shall not
be required to guarantee full delivery of the I/O; provided that the parties may agree to
extend the campaign by the number of days the creative is late. The Advertiser/Agency will be
billed for the original, full, contracted amount pursuant to the original I/O.
Ad Material Due Dates:
The IAB Late Creative policy requires that final, Advertiser-approved, fully functional online
Advertising materials (in accordance with the individual MyWebGrocer specifications) be
delivered as follows:
-approved, fully functional ad creative for Standard Banner ad units
(see IAB creative guidelines for definition/file size restrictions) is due 3 business days
prior to the Start Date of the ad campaign as set out in the original I/O.
-approved, fully functional ad creative for Rich Media and Video ad
units (see IAB creative guidelines for definition/file size restrictions) is due 5 business
days prior to the Start Date of the ad campaign as set out in the original I/O.
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MyWebGrocer Creative Guidelines
compliance, and 2) Testing/Scheduling.
compliance with specifications/policy within 1 business day of its receipt of Advertising
materials, and will notify the Agency of any changes required as a result of testing,
within 2 business days for Standard banner creative and 3 business days for Rich Media
and Video.
work together with Agency to rectify issues with Advertising materials within the
respective 3 or 5 day deadline period so that Advertising materials will start as per the
I/O.
vendor external to the Advertiser/Agency ad server to deliver and track their online ad
campaign, it is recommended that final, Advertiser-approved, fully-functional creative of
all types be delivered to the external 3rd Party Ad Server/vendor company at least 10
days prior to the Start Date of the campaign as set out in the original campaign I/O, to
allow for any additional external ad server/vendor testing and tagging.
then Agency must give MyWebGrocer at least five (5) business days prior written
notice, and MyWebGrocer will determine in its sole discretion whether such changes are
possible. In the event that MyWebGrocer agrees to make such changes, Agency will be
responsible
Q/A Testing Process:
All advertising creative units must successfully pass the MyWebGrocer Quality Assurance
process before placement on any MyWebGrocer site is approved. If the creative unit(s) fails
the MyWebGrocer Flight Test process, the MyWebGrocer Ad Operations team will contact the
Sales Rep with modification instructions and / or suggestions for the client. The MyWebGrocer
Flight Testing process includes:
Specification Test
▪ Performance Test
Click-Through Test
▪ Placement and Position Test
Browsers and OS Compatibility Test ▪ Compliance with Content Standards
MWG follows creative & product guideline compliance direction from the IAB http://www.iab.net/iab_products_and_industry_services
Advertising Content Guidelines

MyWebGrocer will not work with websites that contain, promote or link directly to certain
types of content, nor will MyWebGrocer run advertising containing such content, including but
not limited to:
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MyWebGrocer Creative Guidelines
illustrations will be rejected.

to the goods or services of MyWebGrocer or others will not be accepted.
- indecent, vulgar, suggestive, or other
advertising at the sole discretion of MyWebGrocer will be rejected.
be rejected.
comply with the express requirements of federal and state laws will
and regulations will be rejected.
Dating or personals
Firearms and weapons
Pornography
Occult pursuits ads for fortune telling, dream interpretations and individual
horoscopes
Political ads
Ads offering furs or products made from the furs or hides of animals included
on government endangered species lists
Ads promoting online gaming or wagering sites
Free items, free prizes or “get rich” promotions
Tobacco products including cigarettes, cigars, and other tobacco products
Please refer to MyWebGrocer’s full advertising policy for additional editorial content and
creative guidelines: http://mywebgrocer.com/advertising-policy/
Ad Placements
Placement
Recipe & Circular
Email
Mobile
Shopper Targeting (Recipe &
Circular)
Shopper Targeting (Email)
Shopper Targeting (Mobile)
E-commerce
mCommerce)
Keyword Targeting
Size(s)
Formats
160x600, 728x90, 300x250
160x600, 300x250, 180x150
728x90, 320x50, 728x300
.GIF, .JPG, .SWF, .FLV, etc.
.GIF, .JPG
.GIF, .JPG
160x600, 728x90, 300x250
.GIF, .JPG, .SWF, .FLV, etc.
160x600, 300x250, 180x150
728x90, 320x50
300x600, 160x600, 728x90,
300x250, 180x150
728x90, 320x50
728x90, 300x250
.GIF, .JPG
.GIF, .JPG
.GIF, .JPG (preferred), .SWF
.GIF, .JPG
.GIF, .JPG (preferred), .SWF
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MyWebGrocer Creative Guidelines
Shopper Targeting (Ecommerce)
300x600, 160x600, 728x90,
300x250, 180x150
.GIF, .JPG (preferred), .SWF
Recipe & Circular (Planning):
Ads serve on Retailer’s sites adjacent to meal planning applications including recipes,
interactive weekly circular and shopping list.
Destination URLs can link consumers to:
▪ “Add to List” Enhanced Landing Page or Brand Showcase
▪ Promotional Landing Page (Coupon or Email Registration Page)
▪ Product or Brand Website
▪ Preferred mirco-site
Creative that click through to MyWebGrocer created product landing pages must open in the
same window. Creative that click through to a webpage not created by MyWebGrocer must
open in a new window.
Expandable, in-banner and video rich media formats accepted.
Email (Planning):
Ads serve in user opt-in Retailer emails for Recipe of the Day and Weekly Specials content,
among others.
Destination URLs can link consumers to:
▪ “Add to List” Enhanced Landing Page or Brand Showcase
▪ Promotional Landing Page (Coupon)
▪ Product or Brand Website
▪ Preferred mirco-site
Creative must be in a static .GIF or .JPEG format. Flash creative is not accepted. Creative must
open in a new window.
Mobile (Planning)
Ads serve adjacent to meal planning content (weekly specials, shopping list, etc.) within
retailer mobile applications, on iPhone, iPad and Android devices.
Destination URLs can link consumers to:
▪ “Add to List” Product Landing Page
▪ Mobile Website
Creative must be in a static .GIF or .JPEG format. Flash creative is not accepted.
E-commerce (Online Grocery Shopping):
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MyWebGrocer Creative Guidelines
Ads serve within MyWebGrocer’s e-commerce applications, in the path of online grocery
shoppers who are buying groceries for delivery and pick-up.
Destination URL must link consumers to an e-commerce product page created by
MyWebGrocer. Advertiser must provide MyWebGrocer with product SKUs/UPCs to be
advertised during the campaign.
All e-commerce creative must open in the same window.
Creative must be in standard or flash format. Rich Media creative is not accepted.
Keyword Targeting (Buying):
Ads serve adjacent to the product results page in e-commerce whenever a user searches for a
targeted keyword.
Destination URL must link consumers to an e-commerce product page created by
MyWebGrocer. Advertiser must provide MyWebGrocer with product SKUs/UPCs to be
advertised during the campaign.
All e-commerce keyword targeted creative must open in the same window.
mCommerce (Mobile Buying):
Ads serve adjacent to meal buying content (digital aisles/categories, shopping cart, etc.) within
retailer mobile applications, on iPhone, iPad and Android devices.
Destination URLs can link consumers to:
▪ “Add to Cart” Product Landing Page
Creative must be in a static .GIF or .JPEG format. Flash creative is not accepted.
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MyWebGrocer Creative Guidelines
Landing Page & Brand Showcase Placements
Landing Page Placements
Branding Pin
Header Image(s)
Size(s)
252x70 (Brand Logo), 90
Character Limit (Brand Copy)
940x294
Assets Specifications
.JPG or .PNG for Brand Logo
Static image (.JPG or .PNG)
Static image. YouTube URL to be
291x180
Promo Well – Video*
provided.
Static image. Descriptive text
291x180
limited to 75 characters. Recipe
Promo Well - Recipe*
URL to be provided.
Static image. Coupon URL to be
provided. All descriptive copy of
273x186
Promo Well – Coupon*
savings must be included in
creative unit
Static image. External URL to be
Promo Well – External
249x196
provided. All descriptive copy must
Site*
be included in creative unit.
*Landing Pages holds up to three Promo Wells. Landing page may feature any combination of the
Promo Well options.
Brand Showcase
Placements
Size(s)
Header Image(s)
252x70 (Brand Logo), 12
Character Limit (Brand Copy)
940x412
Promo Well – Video*
291x180
Promo Well - Recipe*
291x180
Promo Well – Coupon*
273x186
Promo Well – External
Site*
249x196
Lifestyle Brand Imagery (Optional)
1104x325
Voice of the consumer
(Optional)
940x114
Branding Pin
Assets Specifications
.JPG or .PNG for Brand Logo
Static image (.JPG or .PNG)
Static image. YouTube URL to be
provided.
Static image. Descriptive text
limited to 75 characters. Recipe
URL to be provided.
Static image. Coupon URL to be
provided. All descriptive copy of
savings must be included in
creative unit
Static image. External URL to be
provided. All descriptive copy must
be included in creative unit.
Collage of 612x612 social media
images (1104x325, .JPG or .PNG
format)
Rave/Review from the consumer
(940x114, .JPG or .PNG format, or
Copy)
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MyWebGrocer Creative Guidelines
*Brand Showcase holds up to three Promo Wells. Brand Showcase may feature any combination of the
Promo Well options.
Branding Pin:
To provide brand identity the pin displays a brand logo or brand name (up to 12 characters).
The pin is required and display to the left on the header image.
Header Image(s):
Clean background image with room at the left for the Branding Pin. Some promotional or
brand information on brand is called out, but not excessive text or busy images. Brand
identification is consistent with retailer platform.
Promo Wells:
To build additional brand awareness the Promo Wells have the ability to click out externally to
a coupon, YouTube video, recipes, sweepstakes page, Facebook page, Pinterest, etc. URLs to
these external sites must be provided to MyWebGrocer.
Lifestyle Brand Imagery:
A collage of lifestyle images for users to relate to brand product and to see how others may be
using the product.
Voice of the Consumer:
Use excerpts from Facebook, Twitter, etc to promote product benefits.
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