Amazon Ad Server will be sunset in Q4 2024, please visit this page (AAS offboarding information) for offboarding support resources and sunset FAQs. Details shared on that page represent the most up to date information in the Help Center, if you find disparate information in other resources please default to the information in the AAS offboarding information page accordingly.


The expandable banner is an expandable format that uses a multi-HTML files architecture. It contains both banner and panel markup in separate HTML files:.

  • A default HTML banner

  • At least one panel (the expansion HTML file)


Note: If your expandable format requires a single HTML file, see About single expandable.

The expandable banner ad starts in a banner space and then, either automatically or upon user initiation, expands outside of the banner. The expansion can be a panel appearing adjacent to the banner or a free-floating layer.

The ad starts as a banner that can expand panels while defining specific expand properties. Structure-wise, there is one base banner HTML file, and an additional HTML5 file for each of the panels. The ad can contain video/interactive capabilities.

Expansion happens when one of the following occurs:

  • There is user interaction (for example, click, mouse-over).

  • Automatically when the page loads (auto-expand).

  • Automatically when triggered on a timer (auto-expand).

The expanded state contains a close/collapse button and it can contain video/interactive capabilities:

  • Maximum size is 10 MB. (The initial load can be set at 300 KB. For more information, see Add polite load to your HTML ads).


    Note: While Amazon Ad Server ads can be up to 10 MB, ads must also follow the specifications of the publishers or DSPs that will ultimately run the ad.

    Maximum ad size can be increased upon request; however, you should check with your media partner to verify that the ad will not be rejected by the publisher.

  • Ad can have multiple user interactions.

  • Ad can contain a video.

The ad stays expanded until one of the following occurs:

  • User clicks the close/collapse button.

  • Mouse-out of the ad (if set).

  • Automatically when triggered on a timer (auto-collapse).

It is recommended to use curated templates. They are consistently maintained and tested, and have recently been updated with new capabilities such as support for running in both Mobile Web and MRAID In-app environments.

Clicking any of the expand buttons for any of the panels records an expand user action.

  • ClickThrough: Records a click-through.

  • Close: Tracks panel collapse user action.

  • UserAction: Records a custom interaction that is tracked in reports.


Note: Some expandable templates contain a video element, which is preset to track video interactions. In addition, auto-expansions for certain panels can be frequency-capped during ad setup.

The templates can be customized and extended to include additional userAction counters or automaticEvent counters.


Note: This format is not supported in unfriendly iFrames.


Click here to preview a demo of expandable banner format.

Building a expandable banner Ad

There are several methods that you can use to build your ad.

Method A: Use Amazon Ad Server (AAS) Ad Builder

Create and Set Up


Share your ad with your media agency.

Method B: Use a 3rd Party Authoring Tool


Create the ad using a code editor. For more information, see Create an expandable banner in a Code Editor.

Set Up


Share your Ad with Your media agency.

expandable banner Details




For example:

Banner size: 160x600

Expanded size: 300x600.

The dimensions of the default image for the first panel determine the dimensions for the first panel.

The value that you set in the panel's tab width and height determine the dimensions for the second panel.

Maximum duration


The publisher or the media technology (for example, DSP) determine the max duration.

IAB recommendation: 30 seconds

Maximum size

10 MB


Important: The size limitations are according to the maximum allowed size in AAS. Since the publisher's limitations outweigh the AAS limitations, you should check with your publisher before publishing your ad.

Tag type


For more information about Tag Types, see Amazon Ad Server ad formats.




Examples include Web, Mobile Web, In-app.

Dynamic Creative


For more information, see Introduction to dynamic creative.

Publisher Certification



For more information, see About publisher certifications.






Available Metrics

Examples include:

  • Clicks

  • Impressions

  • Viewability

  • UseAction

  • Video Quartiles

  • Video Control

For more information about metrics, see Glossary: dimensions and metrics for Aggregated Reports.

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