The platform-neutral HTML5 profile, implementing IAB Tech Lab's HTML5 for Digital Advertising guidance. Use it when the destination is unknown, when the platform is not in the catalogue, or when the ad server will wire its own click handling. It is the only Foldwrap profile that supports named click destinations on multiple elements.
Also known as generic, standard, IAB, IAB HTML5, plain HTML5, no platform.
| Category | Standards body |
|---|---|
| Regions | GLOBAL |
| Maximum ZIP size | No stated cap |
| Entry file | index.html |
| Ad size meta tag | Required — width={w},height={h} |
| Required markup | IAB requires the index file to precede all content code with the <!DOCTYPE html> tag.; IAB requires the index file to include the html, head and body elements. |
| External assets | External assets allowed |
| 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 | Supported |
| Click destinations declared | In the creative’s own markup |
Official requirements Also from General usage: HTML5 for Digital Advertising 2.0 (IAB Tech Lab), IAB Tech Lab HTML5 guidance.
This is the click declaration Foldwrap writes into an HTML5 export for General usage, with a placeholder destination. Copy it into your own creative if you are hand-building the banner.
var clickTag = "https://www.example.com/landing";General usage sets the destination at trafficking time, so an empty value in the exported file is correct and expected.
These are the rules Foldwrap checks a package against before it is delivered to General usage. Each is derived from the requirements above, so a constraint General usage does not state is not checked and is not listed.
Foldwrap runs these checks on every package it exports for General usage, 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.
To reduce friction in providing a trackable clickthrough, use a function designed to locate the click URL and set it to the variable, clickTag, with appropriate camel-case capitalization.
iabtechlab.com · retrieved 21 September 2026
For multiple clickthroughs, use the format: clickTag1, clickTag2, clickTag3, etc.
iabtechlab.com · retrieved 21 September 2026
window.open(clickTag, '_blank');
iabtechlab.com · retrieved 21 September 2026
Within the HTML5 files generated for the ad, there should be one HTML5 document with the file name: index.html.
iabtechlab.com · retrieved 21 September 2026
The Creative Guidelines offer file size loads in three phases: initial load, host-initiated subload, and user-initiated load.
iabtechlab.com · retrieved 21 September 2026 · likely
you can define ad dimensions by adding a <meta> tag named “ad.size” within the HTML <head> tag
iabtechlab.com · retrieved 21 September 2026 · likely
The index file precedes all content code with the <!DOCTYPE html> tag. ... Tags to call out the <html> code and <body> content code are also included in the file.
iabtechlab.com · retrieved 21 September 2026
The fonts used by your ad unit(s) may be hosted online by third party servers (such as ad servers and publishers or webfont service providers).
iabtechlab.com · retrieved 21 September 2026 · likely
To protect the aesthetics of the banner and brand message, a border should be applied in the ad creative rather than impose upon the ad server to produce a border.
iabtechlab.com · retrieved 21 September 2026
Compare every platform side by side, or produce a General usage-ready bundle from an approved Figma design with Foldwrap.