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.