How to Use This Calculator
- 1
Select a Banner Format
Choose from eight IAB standard formats: Leaderboard (728x90), Medium Rectangle (300x250), Wide Skyscraper (160x600), Large Rectangle (336x280), Billboard (970x250), Mobile Banner (320x50), Large Mobile Banner (320x100), or Square (250x250).
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Review Dimensions and Performance Profile
The calculator displays three result cards — format dimensions, total pixel count, and CPM potential — plus an insights card with width, height, fill rate, and aspect ratio details.
Example Calculation
A digital marketer selects the Leaderboard format to confirm dimensions and performance profile for a desktop campaign.
Banner Ad Format
Leaderboard (728x90)
Results
Leaderboard
728 x 90 (Top of page, desktop — aspect ratio 8.09:1)
Total Pixels
65,520 (Compact — high fill rate)
CPM Potential
High (Above-average CPM)
Insights card shows width 728 px (wide horizontal format), height 90 px (placement: above the fold), fill rate Very High, and aspect ratio 8.
Tips
Medium Rectangle Delivers the Highest CPM
The Medium Rectangle (300x250) has 75,000 total pixels, Very High CPM potential, and Excellent fill rate — the only format rated Excellent. If revenue per impression matters most, start here.
Billboard Offers Premium Inventory at a Trade-off
The Billboard (970x250) has 242,500 total pixels — the largest format — with Very High CPM, but only Medium fill rate. Use it for high-impact branding campaigns where you can tolerate lower fill.
Mobile Banner Is the Most Compact Option
At just 320x50 pixels (16,000 total), the Mobile Banner has the smallest footprint and Low-Medium CPM. Switching to the Large Mobile Banner (320x100, 32,000 pixels) doubles your canvas and bumps CPM to Medium.
Match Aspect Ratio to Placement Context
The Leaderboard's 8.09:1 aspect ratio suits wide horizontal headers, while the Wide Skyscraper's 4:15 ratio (160x600, 96,000 pixels) is built for tall sidebar rails. Choosing the wrong shape for your layout wastes ad space.
The Banner Ad Size Calculator provides instant lookup of IAB standard pixel dimensions, total pixel counts, CPM potential, and fill rates for eight common display ad formats — from the compact 320x50 Mobile Banner to the large 970x250 Billboard.
Banner Ad Dimension Formulas
The calculator maps each format name to its predefined pixel dimensions:
dimensions = lookup_table[banner_type]
total_pixels = width x height
Where lookup_table contains standard IAB sizes:
| Format | Width | Height | Total Pixels | CPM | Fill Rate |
|---|---|---|---|---|---|
| Leaderboard | 728 | 90 | 65,520 | High | Very High |
| Medium Rectangle | 300 | 250 | 75,000 | Very High | Excellent |
| Wide Skyscraper | 160 | 600 | 96,000 | Medium | High |
| Large Rectangle | 336 | 280 | 94,080 | High | High |
| Billboard | 970 | 250 | 242,500 | Very High | Medium |
| Mobile Banner | 320 | 50 | 16,000 | Low-Medium | High |
| Large Mobile Banner | 320 | 100 | 32,000 | Medium | High |
| Square | 250 | 250 | 62,500 | Medium | Medium |
The pixel tier classification uses these thresholds: Small (under 30,000 pixels), Compact (30,001-70,000), Medium (70,001-150,000), and Large (over 150,000).
Choosing the Right Format for Your Campaign
Format selection depends on three factors: placement context, device targeting, and revenue goals.
Desktop placements: The Leaderboard (728x90) and Billboard (970x250) work above the fold.
The Leaderboard has 65,520 pixels with Very High fill, while the Billboard has 242,500 pixels with Very High CPM but only Medium fill.
The Medium Rectangle (300x250, 75,000 pixels) and Large Rectangle (336x280, 94,080 pixels) fit inline and sidebar positions.
Mobile placements: The Mobile Banner (320x50, 16,000 pixels) and Large Mobile Banner (320x100, 32,000 pixels) are purpose-built for mobile screens.
The Large Mobile Banner doubles the height for better visibility at a modest pixel increase.
Sidebar placements: The Wide Skyscraper (160x600, 96,000 pixels) and Square (250x250, 62,500 pixels) serve sidebar rails and flexible inline slots respectively.
IAB Standards and Compliance
The Interactive Advertising Bureau (IAB) defines these standard ad units in the IAB New Ad Portfolio.
Ad servers like Google Ad Manager rely on these specifications for ad delivery.
The eight formats in this calculator represent the most widely supported sizes across ad exchanges.
Using non-standard dimensions typically results in rejected creatives or significantly reduced fill rates across programmatic platforms.
Frequently Asked Questions
What is the most common banner ad size?
The Medium Rectangle (300x250 pixels, 75,000 total pixels) is the most common and versatile format. It has Very High CPM potential and an Excellent fill rate — the highest fill rating of any IAB standard size — making it the default choice for in-content placements.
How is total pixel count calculated?
Total pixels equals width multiplied by height. For example, the Leaderboard is 728 x 90 = 65,520 pixels, while the Billboard is 970 x 250 = 242,500 pixels. The calculator classifies formats into four tiers: Small (under 30,000), Compact (30,001-70,000), Medium (70,001-150,000), and Large (over 150,000).
What is the difference between a Mobile Banner and a Large Mobile Banner?
The Mobile Banner is 320x50 pixels (16,000 total) with Low-Medium CPM. The Large Mobile Banner is 320x100 pixels (32,000 total) with Medium CPM. The doubled height provides more visual impact while keeping the same 320-pixel width for mobile screens.
Which format has the highest CPM potential?
The Medium Rectangle (300x250) and Billboard (970x250) both have Very High CPM potential. However, the Medium Rectangle also has Excellent fill rate while the Billboard only has Medium fill — so the Medium Rectangle generally delivers better overall revenue.
Why does the Billboard have only Medium fill rate despite Very High CPM?
The Billboard (970x250, 242,500 pixels) requires wide desktop viewports and premium above-the-fold placements. Fewer publishers support this large format, limiting available inventory. Its 97:25 aspect ratio does not fit standard sidebar or in-content slots.
Can I use custom banner ad sizes outside these IAB standards?
Most ad networks only support standard IAB dimensions. The eight formats in this calculator — ranging from 320x50 (16,000 pixels) to 970x250 (242,500 pixels) — cover the vast majority of placements. Custom sizes significantly limit reach and fill rate across ad exchanges.