Bold Way Media — Display advertising creative | boldwaymedia.com
Six units make up the core display set; this page maps each one to the slot it fills and the screen it belongs to.
The 300×250 medium rectangle is the default unit of display advertising. It sits inside article text, at the end of paragraphs and in feeds, and it runs on both desktop and mobile — which is why it is usually the first creative built and the one every network accepts.
The 728×90 leaderboard runs across the top of a desktop page, above or just below the header. It is wide and short, so layouts built for it need horizontal compositions; copy stacked for a rectangle will not survive the resize.
On narrow screens, swipe or scroll the plate sideways.
The side rail carries two vertical units. The 160×600 wide skyscraper is the narrow option beside the content column; the 300×600 half-page is twice as wide and is sold as a premium slot because it dominates the rail.
The 970×250 billboard spans the full width of a desktop page at the top — a leaderboard scaled up for takeover-style placements. On phones the dedicated unit is the 320×50 mobile leaderboard, a thin strip pinned to the top or bottom of the screen.
High-DPI screens change the file, not the slot: creatives ship at 2×, so a 300×250 is delivered as a 600×500 pixel image. The weight and format limits that apply to every size are on the Preparing and Trafficking a Banner Set page (/creative-traffic-checklist), and the metrics used to judge the slots once they run are on CTR, Viewability and Conversion Windows (/campaign-metrics).
Further reading