About native ads

Native ads match the look and feel of your site or app and provide a better user experience for your visitors. Native ads are different from standard ads in that they're designed to fit neatly inside the user's path through your site or app. Visitors still know they’re ads, but they look great next to your content. 

Native ads are based on flexible components

We define “native” as component-based ads that are styled by the publisher instead of the advertiser. This definition applies to a broad range of use cases, from highly custom sponsored posts to scaled native backfill. In all cases, Google receives structured components from the advertiser and inserts them into styles that the publisher defines.

Banner ad components

An example of banner ad components

As the above example shows, with traditional banner ads:

  1. Advertiser The advertiser provides a completed ad (an image or tag) with a fixed size.
  2. Ad Manager Ad Manager hosts the ad, doesn’t change it, and serves it into the stated size.
  3. User The user sees the ad exactly as the advertiser prepared it.

Native ad components

Example of native ad components

With native ads:

  1. Advertiser The advertiser provides the components for a native creative (like the headline, image, destination URL, logo, and so forth) instead of a tag.
  2. Ad Manager The publisher uses Ad Manager to create a native style that matches their site or app. Ad Manager takes the components and generates an ad with an appearance that is appropriate for the context of each impression.
  3. User The user sees an ad that fits seamlessly into the surrounding content.

One creative, many layouts

Ad Manager can take the native ad components that the advertiser provides and insert them into many different layouts, depending on the type of device where the ad will appear, how the content on the page appears, the amount of space available, and more.

Native has many layouts

In the above example:

1. The advertiser provides the values for the variables (such as “10 Makeup Tips” for the headline). These values are stored in a single native creative.

2. For an impression in a mobile app content feed, Ad Manager applies a responsive layout that fits in with content headlines.

3. For another impression on desktop web, Ad Manager applies a layout appropriate for a 300x250 slot.

This example shows how a single, component-based native creative can flow to two completely different native styles for different inventory segments. Both native styles use the same variables, but they display the variables to users in different ways.

Self universal link

A self universal link is an iOS universal link used in an iOS app for in-app navigation. To use self universal link on a native creative, please ensure the native format has the %%ONE_CLICK_HANDLER_TARGET%% macro in its HTML as in this example:

Example of self-universal link code in Ad Manager

Next steps

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