File weight

The term that describes the memory size of a file, typically a web advert. The larger the file weight, 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 weights), and web masters responsible for the viewer's experience (who argue for smaller file weights to reduce the load on their servers and the speed of download for the user). The industry agrees the standards for file weights through trade bodies.