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The time has came again to pour clean water into the glass. I have started to precisely unravel the mistery of Sizmek as size calculation method. I was unsuccessful. What is know at the moment from my experiments is they are definitely zipping and counting the backup image into the ad's size. But I still don't understand how they compress. I am using 7Zip with the default compression settings and my .zips are bigger than their calculated value. For instance: in case of an 213k .zip, they see 193k from it, which is a 20k difference. I have tried to delete the assest from the zip one at a time, to see what is causing this difference, but i haven't found any file which is adding 20k to the .zip. I don't think they have the ultimate comressor which is better than 7z or the default Windows zipper, this leads to the suspicion: they are excluding something. Could anyone can help me to assemble the right calculation formula? Update: It gets even weirder when I am inlining all the assets into the .html. My .htm file is 217k, backup.jpg is 24k which gives a 171k .zip. Their calculator is displaying ONLY 88k. ( Don't tell anyone but this way we can make huge ads in outstanding quality )