File size

The term that describes the memory size of a file, typically a web advert. The larger the file size, the greater the scope for creative development of the advertising artwork. There has been a tension in the industry between those designing adverts (who argue for larger file sizes), and web masters responsible for the viewer's experience (who argue for smaller file sizes to reduce the load on their servers and the speed of download for the user). The industry agrees the standards for file sizes through trade bodies.