Equativ's Monetization Platform (EMP) ad server, formerly Smart AdServer, takes a zipped HTML5 creative with index.html at the root. Click counting runs through Equativ's own sas-clicktag library, which rewrites a declared clickTag variable at serve time, so the destination is supplied by the platform rather than hardcoded in the file. Weight is capped by a 50 MB upload limit; heavier packages need a contractual heavy-creative allowance.
Also known as Equativ, Smart AdServer, Smartadserver, Smart Ad Server, Equativ Monetization Platform, EMP, Smart AdServer.
| Category | Ad server |
|---|---|
| Regions | EU, GLOBAL |
| Maximum ZIP size | 50 MB zipped |
| Entry file | index.html |
| ZIP structure | Entry file must sit at the ZIP root |
| Ad size meta tag | Optional |
| Required markup | Equativ requires <meta charset="UTF-8"> in the head so special characters render. Foldwrap's export skeleton already carries it. |
| External assets | External assets discouraged |
| Secure references | Every external reference must be served over HTTPS |
| Click method | clickTag variable |
| Click variable | clickTag |
| Click URL at export | Left empty — the platform sets it when the ad is trafficked |
| Multiple click destinations | One click area per banner |
| Audio | Allowed |
| Video | Allowed |
Official requirements Also from Equativ (Smart AdServer): HTML5 creative specifications, Manage click counting, Add HTML5 creatives, Creative specifications (Equativ Network, managed campaigns).
This is the click declaration Foldwrap writes into an HTML5 export for Equativ (Smart AdServer), with a placeholder destination. Copy it into your own creative if you are hand-building the banner.
var clickTag = "https://www.example.com/landing";Equativ (Smart AdServer) sets the destination at trafficking time, so an empty value in the exported file is correct and expected.
Equativ (Smart AdServer) requires its own library in the document. Foldwrap adds it automatically on export.
<script src="https://ns.sascdn.com/diff/templates/js/banner/sas-clicktag-3.1.js"></script>Equativ's click counting library. It rewrites the declared clickTag (or clickTag0..n) at serve time with the ad server's clicktrackers, so it must load in <head>. Equativ's own snippet is protocol-relative (//ns.sascdn.com/...); HTTPS is required, so the record pins the https URL.
These are the rules Foldwrap checks a package against before it is delivered to Equativ (Smart AdServer). Each is derived from the requirements above, so a constraint Equativ (Smart AdServer) does not state is not checked and is not listed.
Foldwrap runs these checks on every package it exports for Equativ (Smart AdServer), and names the creative and the constraint when one fails.
Every figure above, with the document it came from and the date we read it.
The maximum file size you can upload into an insertion in EMP is 50 MB. ... The maximum size of the uploaded ZIP file without the additional fee for heavy creatives depends in the provisions in your contract with Equativ.
help.equativ.com · retrieved 23 September 2026
The following file size limits apply to the compressed ZIP file (including the index.html, CSS, js, and asset files).
help.equativ.com · retrieved 23 September 2026
Name the main html file index.html.
help.equativ.com · retrieved 23 September 2026
Place the index.html file at the root of the ZIP file. Don't place it into a sub-folder.
help.equativ.com · retrieved 23 September 2026
Place the assets into sub-folders or at the root of the zip file. If you choose sub-folders, don't compress them.
help.equativ.com · retrieved 23 September 2026 · likely
Place the assets into sub-folders or at the root of the zip file.
help.equativ.com · retrieved 23 September 2026
Don't use dots in the ZIP file name. ... In the ZIP file name, don't use any special characters ... and don't use language-specific characters, such as é, à, ê, ï, ñ, or ç. ... Don't start a file name inside the HTML5 ZIP file with a dot.
help.equativ.com · retrieved 23 September 2026 · likely
HTML, CSS, Javascript: html, css, js; Image: jpg, jpeg, png, gif; Other: txt, zip, xml, woff, woff2; Video/Audio/Playlist: mp4, m4v, wmv, m4a, avi, webm, 3gp, ogg, mp3, aac, ogv, m3u8.
help.equativ.com · retrieved 23 September 2026
Javascript libraries with the extension min.js (minified javascript) are not supported!
help.equativ.com · retrieved 23 September 2026
In the <head> of the index.html file, add <meta charset="UTF-8"> ... Place the index.html file at the root of the ZIP file.
help.equativ.com · retrieved 23 September 2026 · likely
Embed libraries, such as jQuery directly in the HTML5 creative. Don't reference them as external libraries.
help.equativ.com · retrieved 23 September 2026 · likely
To avoid browser security warnings, HTML5 creatives must load libraries and resources, such as javascript files or CSS files with HTTPS.
help.equativ.com · retrieved 23 September 2026
In the <head> of the index.html file, add <meta charset="UTF-8"> to allow for the reading of most special characters.
help.equativ.com · retrieved 23 September 2026
In the creative's main index.html file, add the click counting library to the <head> section: <script src="//ns.sascdn.com/diff/templates/js/banner/sas-clicktag-3.1.js"></script>
help.equativ.com · retrieved 23 September 2026
If a single clickthrough URL is required, declare the variable clickTag and assign the clickthrough URL in the HTML5 creative's main index.html file.
help.equativ.com · retrieved 23 September 2026
The variable clickTag is optional. If not used, leave the variable value empty, as follows: var clickTag="".
help.equativ.com · retrieved 23 September 2026
optionally, paste a custom click URL into the Click URL field if you want to override the click URL of the HTML5 creative itself ... the clicktag variable must exist in the HTML5 creative.
help.equativ.com · retrieved 23 September 2026
HTML5 videos must be transcoded at minimum into the formats H.264/MP4 and VP8/WebM. ... the max. file size for videos is 50 MB.
help.equativ.com · retrieved 23 September 2026
Video/Audio/Playlist - mp4, m4v, wmv, m4a, avi, webm, 3gp, ogg, mp3, aac, ogv, m3u8.
help.equativ.com · retrieved 23 September 2026
Compare every platform side by side, or produce a Equativ (Smart AdServer)-ready bundle from an approved Figma design with Foldwrap.