Creative Specifications

When creating a campaign, use the preview option to see how various publishers will display your ad.

You will see a warning if your ad doesn't have enough details filled to be displayed on a given publisher.

Image Formats

Your campaign will display across three formats depending on publisher implementation:

• Landscape: 640×360px (primary display format)

• Long Banner: 728×90px (header/footer placements)

• Short Banner: 320×100px (mobile-optimized)

4mb max image size per format

Design your creative assets to work effectively across all three dimensions, ensuring your core message remains clear even in the most compact format.

Copy Requirements

• Campaign Headline: Maximum 100 characters

• Content: Maximum 400 characters

• CTA Label: Maximum 25 characters

The Targeting Imperative

Using specify is not about prioritizing campaigns for the most eyes.

Prioritize your campaigns for your ideal customer (we promise the results will speak for themselves).

Generic messaging to broad audiences dramatically increases your cost per acquisition and limits your reach.

When you create a single campaign targeting all swap users with a generic message, you're competing against every other advertiser targeting that same broad segment. This drives up CPTx bidding prices and reduces your campaign's effectiveness.

The Targeted Approach

Instead of one generic campaign targeting the biggest protocols consider:

• Multiple targeted campaigns with creatives tailored to very specific user segments

• Target audiences you are confident will be familiar with your type of offer

• Presenting how you provide value to that user, genuine value converts the best

Each segment receives messaging that resonates with their specific needs, goals, and pain points. This precision targeting results in:

• Lower CPTx requirements

• Better conversion rates

• Greater overall campaign ROI

Testing and Optimization

A/B Testing Variables

Test different approaches to discover what resonates with each audience segment:

• Value propositions: Cost savings vs. time savings vs. security

• Tone: Professional vs. casual vs. community-focused

• Urgency levels: Limited-time offers vs. evergreen messaging

• Social proof: User counts vs. testimonials vs. performance metrics

Performance Indicators

Monitor these metrics to guide optimization:

• Conversion rate: Simply conversions divided by impressed users

• Audience segment performance: Which groups respond best, we give each an efficiency score

You may notice a lack of Click-through rate (CTR) - we've found this actually has fairly low correlation to conversions (only around 27% correlation).

Content Policy Guidelines

Understanding what's allowed—and what isn't—saves time in the approval process and ensures your campaigns launch successfully.

What We Don't Allow

Strictly Prohibited Content:

Memecoins: Advertising for memecoin projects is not currently permitted on our network. This restriction helps maintain advertiser quality and protects users.

Gambling and Betting: Online gambling, sports betting, lotteries, and similar wagering services are prohibited regardless of jurisdiction.

Illegal Products or Services: Any content promoting unlawful activities, products, or services.

Misleading or Deceptive Claims: False promises, unsubstantiated claims, or "get rich quick" schemes.

Hate Speech or Discrimination: Content that promotes hatred, violence, or discrimination against any group or individual.

Malicious Code or Phishing: Ads containing malware, exploits, or attempts to steal user information.

Intellectual Property Infringement: Using copyrighted content, trademarks, or logos without proper authorization.

Communicating Yields and Returns

Most of our advertisers are DeFi projects, and talking about APYs is often central to your value proposition. The key is being clear and honest with users about what they can expect.

General guidance:

• Base claims on real, current data from your protocol

• Be transparent about how yields are generated

• Acknowledge that rates can change

• Avoid language that implies certainty about future performance

DeFi users understand that yields fluctuate—your messaging should reflect that reality. Focus on the mechanism and opportunity rather than making promises you can't keep.

Examples that work well:

• "Currently earning 8.5% APY on USDC deposits"

• "Optimized yields across 20+ protocols—rates up to 12% APY"

• "Stakers earning 6-9% APY depending on lock period"

What we watch for is language that crosses into unrealistic guarantees or hides material risks. If your messaging would raise eyebrows among experienced DeFi users, it'll likely get flagged in review.

Publisher Blacklisting

Even after Specify approves your ad, individual publishers retain the right to blacklist specific campaigns from appearing on their properties. Publishers may choose to exclude certain:

• Product categories they don't want on their site

• Advertisers who compete with their own offerings

• Content that doesn't align with their audience or brand

This is a normal part of maintaining publisher autonomy and ensuring good fits between advertisers and publisher audiences.

Landing Page Requirements

Your landing page is part of the ad experience and must meet the same standards:

• Accuracy: Landing page content must match your ad's promise

• Functionality: Page must load quickly and work properly

• No Malicious Code: Free from malware, auto-downloads, or phishing attempts

• Consistent Messaging: Deliver on the value proposition stated in your ad

Bait-and-switch is prohibited: If your ad promises a specific offer, users must find that exact offer on the landing page with clear terms.

Ongoing Compliance

Approval isn't permanent. We continuously monitor ads even after they're live. If issues are discovered—such as landing page changes to non-compliant content or user complaints—we may re-review and potentially remove or suspend the ad.

Important: Our approval doesn't constitute an endorsement of your product nor confirmation of legal compliance. You remain responsible for ensuring your content is lawful in all jurisdictions where it appears.

Final Thoughts

The most successful advertisers on our network understand that Web3 users are sophisticated and discerning. They respond to messaging that respects their intelligence, addresses their specific needs, and clearly demonstrates tangible value.

By combining precise targeting with value-driven creative, you'll not only improve campaign performance but also provide a better experience for users—creating a win-win that drives sustainable growth for your product.