Get personalized optimization tips, understand your account health and set up completion on the improved "My AdMob page".

Native ads policies & guidelines

Native ads can be used to serve ads that complement the content and look of your app.

All AdMob native ads must adhere to the guidelines described in this document in addition to AdMob policies and guidelines. For Android developers, we also suggest reviewing the Google Play Monetization and Ads policy.

Note: MediaView is required to render the main video or image asset in an ad. You can use ImageView to render the logo and app icon assets. Learn more for Android or iOS.

Required size and layout

Native ads smaller than 32x32dp (Android) or 32x32pts (iOS) will not serve. Ads this small can be difficult to see or interact with and may adversely affect the display quality of advertiser assets.

For native videos, the main asset MediaView must be at least 120x120dp (Android) or 120x120pts (iOS). Video ads will not 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 AdMob native ads include Ad Attribution, AdChoices (or Ads by Google, where applicable) icon, image elements, text elements, and other elements depending on the native ads format.

The Ad Attribution and AdChoices (or Ads by Google, where applicable) icon must clearly mark your native ads as advertisements so that users don't mistake them for content. It's important to understand the difference between the two and how they are applied by Google.

Ad Attribution

Ad Attribution must be added manually. Changes to the default styling of Ad Attribution will need to adhere to the following:

  • Ads must display one of the following attributions:
    • "Ad", "Advertisement", or "Sponsored"
    • A badge that says "Ad" (minimum 15px height/width)

AdChoices (or Ads by Google) Icon 

Example of native ad with ads by Google icon.


You can choose to render the AdChoices icon in any of the four corners of your ad.

Make sure to test your layouts with both large and small font settings. Also, confirm that the AdChoices (or Ads by Google) icon is placed on content that allows the icon to be easily seen.

Image elements

  • Publishers are allowed to scale the image down without modifying the aspect ratio
  • Publishers are allowed to crop the image symmetrically by up to 20% in only one dimension (height or width)

Text elements

  • Truncation
    • Title text (required): Ensure that there is no truncation of text up to 25 characters
    • Body text (optional): Ensure that there is no truncation of text up to 90 characters
  • Font size must be consistent with other surrounding elements in the app

Other elements

  • The app store icon (image), price text, and star/review elements are optional for app install ads and video app install ads.
  • The URL is optional for content ads.
  • Buttons in both app install and content ads consist of an .SVG icon and a text element. At least one of these is required to be visible. Both the .SVG icon and text element can be visible in the same ad at the same time, if desired.

For app install ads

The native app install ad must include a call to action button that users can click to download/install the app. We will provide the text asset. You can optionally use an app download icon instead. You must also include the app icon in the ad creative.

Differentiation from content

  • 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.
  • The native ad design must clearly distinguish the ad from the app’s content. Additionally, app content must not overlap the native ad. This can lead to accidental clicks which may result in a policy violation for invalid traffic

Was this helpful?

How can we improve it?
Show your support to promote DEI in Gaming by turning intentions into action!

Check out the newly launched Diversity in Gaming website, where you can find video stories and written pledges from global gaming developers. This campaign centers on 3 pillars: diverse teams, diverse games and diverse audiences showing how diversity is not just good for gamers, but for business as well. Show your support by taking the pledge to promote DEI in Gaming and share it on social!

Learn More

Clear search
Close search
Google apps
Main menu