Digital Advertising Guidelines

GENERAL GUIDELINES

All advertising orders are accepted subject to these terms and conditions.

Campaigns cannot run without approval by AARP Ad Policy for adherence to Ad Policy Advertising Guidelines.

Market studies must be evaluated on a case-by-case basis. Contact your sales representative if you plan to utilize one for your campaign.

3RD PARTY ADS

3rd party tags are accepted except where noted in the Digital Advertising Specs.

3rd party creative and tracking components must be SSL-compliant.

    All subsequent requests to media assets or tracking URLs must use a secure connection (https).

    Only the click URL for the landing page can be non-secure.

    Assets which are not SSL compliant will be rejected.

Hyperlinks must open in a new browser window.

Advertisers must notify AARP when creative is changed on the backend to ensure ad policy compliance.

If using Google Campaign Manager 360, internal redirect tags (InReds) are preferred.

Approved 3rd Party partners and vendors can be found here.

CREATIVE ASSETS

Refer to the ad’s individual spec page for required formatting and deliverables.

For HTML5 creative, please see these supplemental guidelines.

Creative with a white background must have a minimum 1-pixel contrasting border while remaining within the ad dimensions.

The use of “AARP” may not be used in any advertisement, landing page or promotional materials including promotional codes, discount codes or the UTM parameters in a URL without written permission of AARP.

AARP adheres closely to the IAB guidelines.

CREATIVE SUBMISSION

Assets must be delivered to VML (in partnership with AARP) at least five (5) business days prior to campaign launch for standard ads and video; and seven (7) business days for the Reveal, Dynamic Leaderboard, Dynamic Billboard and Interscroller ads unless they utilize a template.

Asset delivery times for custom content or email campaigns will be provided to you by your campaign manager or sales representative, including delivery times for any changes or revisions.

Creative submission is complete when ALL assets including images, fonts, text, click-thru URL and the successful observation of the landing page are accounted for. Failure to provide these before the delivery date will result in rescheduling the start date.

The landing page must be live by the creative submission deadline.