---
title: "Advertising Format and Behavior Guidelines"
slug: "advertising-format-and-behavior-guidelines"
updated: 2025-07-08T14:19:52Z
published: 2025-07-08T14:19:52Z
canonical: "docs.developer.comcast.com/advertising-format-and-behavior-guidelines"
stale: true
---

> ## Documentation Index
> Fetch the complete documentation index at: https://docs.developer.comcast.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Advertising Format and Behavior Guidelines

> [!NOTE]
> **These guidelines are only applicable for North America**
> 
> If your app is not being distributed in North America, please contact [Partner_Mgmt@sky.uk](mailto:Partner_Mgmt@sky.uk)

If you are providing your own player for your X1 App, refer to our [supported Video/Audio playback formats](/docs/video-playback).

If you are providing your own advertising technology, most IAB standard video ad formats that conform to our video/audio format guidelines can be played back on the X1 Platform.

## Specifications

Creative formatting for dynamic advertising within your app must meet the below specifications.

| **Resolution** | 1280 ×720 or 1920×1080 **Note:** All creatives must be 16:9 aspect ratio. |
| --- | --- |
| **File format** | MPEG-4 (.mp4) |
| **Audio format** | - 2 channels only - AAC codec - 96-192 kbps - 16 or 24 bit - 48khz sample rate |
| **Audio levels** | Audio must be normalized to ATSC A/85 ( -23 LUFS) in compliance with [FCC Loud Commercials Rules](https://fcc.gov/media/policy/loud-commercials). |
| **Frame rate** | 29.970 fps or 30.000 fps |
| **Codec** | H.264 codec |
| **Max file size** | 20 MB (Megabytes) |
| **Max bitrate** | 4 Mbps |
| **Animation** | No |
| **Length** | 15s, 30s, or 60s |
| **Tags accepted** | VAST 2x and 3x |

For more details, refer to the [IAB Tech Lab Ad Format Guidelines for Digital Video and CTV](https://iabtechlab.com/wp-content/uploads/2022/03/Ad-Format-Guidelines_DV-CTV.pdf).

For more information on audio levels, refer to [Loud Commercials | Federal Communications Commission](https://www.fcc.gov/media/policy/loud-commercials) and [Techniques for Establishing and Maintaining Audio Loudness for Digital Television](https://www.atsc.org/wp-content/uploads/2015/03/Techniques-for-establishing-and-maintaining-audio-loudness.pdf).

> [!WARNING]
> **Unsupported Ad Formats**
> 
> The following ad formats are not supported on the Platform:
> 
> - **Clickthrough Ads:** Apps on the Platform are not allowed to open external websites in the browser.
> - **VPAID Ads:** Interactive features of VPAID ads will not function properly on the Platform.

## Comcast Identifier for Advertising

Comcast follows the [IAB Guidelines for Identifier for Advertising (IFA) on CTV/OTT Platforms](https://iabtechlab.com/wp-content/uploads/2018/12/OTT-IFA-guidelines.final_Dec2018.pdf) (32 alpha numeric characters, user-resettable, sessionized for opted-out users).

The Comcast IFA (AKA, *Advertising ID*) may be used for targeting, frequency capping, and programmatic traffic validation. The Comcast IFA should be populated in the `device_id` field.

## Advertising Relationships

The [Firebolt Core SDK Advertising APIs](https://docs.developer.comcast.com/docs/150-core-advertising) contain all required platform data for constructing your ad request, including the LMT value for opted-out users. However, there are minor differences in integration requirements depending on whether your app has an *Inventory Share* or *Revenue Share* advertising relationship with Comcast.

| **Comcast Inventory Share** | **Comcast Revenue Share** |
| --- | --- |
| **Comcast IFA Required** | **Comcast IFA Optional** |
| Comcast inventory should be passed to MRM network ID 512116 via VAST tag or other supported formats listed above. | Apps with Comcast revenue share are required to make payment in accordance with terms of the distribution agreement. |

## Example Macros

Below are example macros that may be passed by your app in an ad request where Comcast has inventory share, and can be used as a reference for all ad supported partners.

| **Example Macro** | **Example Parameter** | **Description** |
| --- | --- | --- |
| {{MINIMUM_DURATION}} | `min_dur=` | The minimum duration of the ad. Returned value is in Seconds |
| {{MAXIMUM_DURATION}} | `max_dur=` | The minimum duration of the ad. Returned value is in Seconds |
| {{AD_POSITION}} | `ad_pos=` | Corresponds to the roll type (i.e., `pre`, `mid`, `post`). Ad position in `0`, `-1`, `-2` |
| {{APP_BUNDLE}} | `app_bundle=` | App store bundle or ID |
| {{APP_NAME}} | `app_name=` | App name |
| {{APP_STORE_URL}} | `app_store_url=` | App store URL |
| {{POD_MAX_DUR}} | `pod_max_dur=` | Maximum duration of the slot or break |
| {{POD_AD_SLOTS}} | `pod_ad_slots=` | Maximum number of ads in the slot or break |
| {{CONTENT_ID}} | `content_id=` | Any client-specific ID related to the content which is passed in a key value |
| {{CONTENT_EPISODE}} | `content_episode=` | Episode or asset name |
| {{CONTENT_TITLE}} | `content_title=` | Title of the content |
| {{CONTENT_SERIES}} | `content_series=` | Title of the series |
| {{CONTENT_GENRE}} | `content_genre=` | Genre of the content |
| {{CHANNEL_NAME}} | `channel_name=` | Name of the channel |
| {{OPERATING_SYSTEM}} | `device_os=` | Operating system (including version) of the device |
| {{DEVICE_MODEL}} | `device_model=` | Model name of the device |
| {{DEVICE_ID}} | `device_id=` | Visitor device ID |
| {{IP}} | `ip=` | Visitor IP address |
| {{USER_AGENT}} | `ua=` | Visitor user agent |
| {{US_PRIVACY}} | `us_privacy=` | Flag denoting if US privacy laws apply to the user |
| {{RATING}} | `rating=` | Rating of the content |
| {{LANGUAGE}} | `language=` | Language of the content |
| {{CACHEBUSTER}} | `cb=` | Cachebuster or timestamp of the request |

## Content Guidelines

Please consult our [Advertising Content Standards and Guidelines](/docs/ad-content-standards).

## Information for Advertisers

- **Advertising on X1/Flex:** For more information on how to advertise on X1/Flex, please contact [Effectv](https://www.effectv.com/contact-us).
- **Advertising on Xumo:** For more information on how to advertise on Xumo Streambox or Xumo TV, please contact Xumo at [sales@xumo.com](mailto:sales@xumo.com).