This article describes the guidelines for programmatic native ads using the Android & iOS app code option. These guidelines do not apply to traditional native ads.
Required size and layout
Native ads smaller than 32x32dp (Android) or 32x32pts (iOS) won’t serve when using the “Android & iOS app code” option. Ads this small can be difficult to see or interact with and may adversely affect the display quality of advertiser assets.
For native video ads, the main asset MediaView must be at least 120x120dp (Android) or 120x120pts (iOS). Video ads won't serve to implementations with main asset MediaViews smaller than 120dp in any dimension.
All native ad assets must be contained inside the native ad view.
Required ad elements
Required elements for programmatic native ads include Ad Attribution, AdChoices Overlay, and some advertiser elements (depending on the native ad format).
Ad Attribution and AdChoices Overlay are used to clearly mark your programmatic native ads as advertisements, which is required so that users don’t mistake them for content. It’s important to understand the difference between the two:
1. Ad Attribution
The Ad Attribution is a badge that clearly marks units as advertising. For the "Android and iOS app code" option, you render the Ad Attribution in your own app code. You must clearly display the text “Ad” or “Advertisement” (localized appropriately). The Ad Attribution must be displayed at the top of the ad.
2. AdChoices Overlay
The AdChoices Overlay is added automatically by Google for the "Android and iOS app code" option.
The AdChoices Overlay must be clearly visible. Avoid placing ad content near the upper righthand corner where the overlay is applied.
Image and video elements
- Publishers must follow the aspect ratios listed in the field description tables below. Publishers must not distort (stretch/squeeze) the image or video by changing its aspect ratio.
- Publishers may scale image or video elements down without modifying the aspect ratio.
- For non-video ads, publishers may crop the width of the primary image element symmetrically by up to 10%. Cropping by height is not allowed.
- Video elements (for video ads) must maintain an aspect ratio of 4:3, 16:9, 1:1, 3:4, or 9:16, or as otherwise approved by Google. Outstream video ads must be at least 256 pixels in their longer dimension. For the aspect ratios above, that translates into minimums of 256x192, 256x144, 256x256, 192x256, or 144x256, respectively.
- The maximum file size for a video creative asset is 512MB.
- The maximum file size for an image creative asset is 1 million bytes.
Text elements
Text elements must have sufficient contrast from the background to be clearly legible. Some users with low vision have a difficult time sensing contrast. If text doesn't have a high contrast ratio, these users may not be able to read it.
Differentiation from content
Ads must be clearly distinguished from content. The following are prohibited:
- Camouflaging ad elements as navigation controls in surrounding content.
- Camouflaging the Ad Attribution or AdChoices Overlay.
No clickable white space
The background of the ad must be not clickable (no clickable “white space”). If you use the image element as the background of the ad, the image must be not clickable.
Standard native ad formats
Programmatic transactions support standardized native ad formats to maximize advertiser reach and publisher yield. Standard native ad formats use a system-defined group of elements for native ads. Although the elements that make up standard native ad formats are pre-defined, the look of the native ad is still controlled by the publisher.
Programmatic transactions currently support the following native ad formats:
- Content
- Video content
- App install
- Video app install
Publishers must display all of the Required elements for each format. Publishers may choose whether or not to display Recommended elements.
"May truncate after" means text assets that exceed the specified limit may be truncated by Ad Manager or the publisher, provided the truncated text limit will be no less than the stated value.
For example, a “May truncate after” value of 90 for titles indicates that Ad Manager or the publisher may truncate the text in the column to 90 (or longer). They can also add '...' or another text treatment to indicate when a value has been truncated.
Note that the "May truncate after" limits are half the size in Asian languages. For example, the title limit is 90 for English and 45 for Chinese.
Content / Video content fields
| Field | Description | Always included? | Required to be displayed? | May truncate after |
|---|---|---|---|---|
| Video (for video ads) |
The video VAST response containing all necessary assets to play back a video ad. | Yes | Required | NA |
| Ad badge | Ad Ad Attribution that clearly marks units as advertising. | Yes | Required | NA |
| Image (for non-video ads) |
Large, primary image. | Yes | Recommended | NA |
| Image (for video ads) |
Image (thumbnail) shown in the player before the video ad is clicked or while it is loading. Should match aspect ratio of video (for example: 1280x720 for 16:9 video, 640x480 for 4:3 video). | Yes | Required | NA |
| Title | Primary headline text. | Yes | Required | 25 characters |
| Body | Secondary body text (for example, article description). | Yes | Recommended | 90 characters |
| Advertiser logo | Small icon image with square aspect ratio (1:1). | No | Recommended | NA |
| Advertiser name | Text that identifies the advertiser (for example, advertiser or brand name, visible URL, and so forth). | Yes | Recommended | 25 characters |
| Call to action | Text that encourages user to take action (for example, Visit Site). | Yes | Recommended | 15 characters |
Native content ad example:
App install / Video app install fields
| Field | Description | Always included? | Required to be displayed? | May truncate after |
|---|---|---|---|---|
| Ad badge | Ad Ad Attribution that clearly marks units as advertising. | Yes | Required | NA |
| Video (for video ads) |
The video VAST response containing all necessary assets to play back a video ad. | Yes | Required | NA |
| Image (for non-video ads) |
Large, primary image. | Yes | Recommended | NA |
| Image (for video ads) |
Image (thumbnail) shown in the player before the video ad is clicked or while it is loading. Should match aspect ratio of video (for example: 1280x720 for 16:9 video, 640x480 for 4:3 video). | Yes | Required | NA |
| Title | Primary headline text. | Yes | Required | 25 characters |
| Body | Secondary body text (for example, app description). | Yes | Recommended | 90 characters |
| App icon | Small app store image with square aspect ratio (1:1). | Yes | Required | NA |
| Star rating | Rating from 0-5 that represents the average rating of the app in a store. | No | Recommended | NA |
| Call to action | Button or text field that encourages user to take action (for example, Install). | Yes | Required (may display an app download icon instead of button or text) | 15 characters |
App install ad example:
Meta variables in standard native ad formats
Standard native ad formats also have the following meta variables, which work in the background to direct users to the correct destination, and also to track clicks and impressions.
| Meta variable | Description |
|---|---|
| Click-through URL | The destination URL when a user clicks on an ad if the deep link click action URL is not supported by the user’s device or is not present. |
| Deep link click action URL | The destination URL when a user clicks on an ad if the URL is supported by an application on the user’s device. For example, a user clicks an ad and lands in another app (the deep link click action URL). |
| Third party impression tracker | URL that allows advertisers to track an impression if the ad is displayed. The URL can call an image or HTML code. |
| Third party click tracker | URL that allows advertisers to track an ad click. This URL can call an image or HTML code. |
