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Standard native ad formats

Two native ad formats are supported for native inventory on Ad Exchange: app install ads and content ads, which consist of the fields below. Mobile apps use the elements you provide to render a native ad. Video ads require an additional video field.

Native app install ad

Required and recommended display fields

Field Description Always included? Required to be displayed? May truncate after *
Headline Primary headline text (e.g., app title). Yes Required 25 characters
Image Large, primary image. Yes Recommended NA
Body Secondary body text (e.g., app description). Yes Recommended 90 characters
App icon Small app store image. Yes Required NA
Call to action Button or text field that encourages user to take action (e.g., Install). Yes Required (may display an app download icon instead of button or text) 15 characters
Star rating Rating from 0-5 that represents the average rating of the app in a store. No Recommended NA
Store The app store where the user downloads the app. No Recommended 15 characters
Price Cost of the app. No Recommended 15 characters

Additional field for video ads

Field Description Always included? Required to be displayed? May truncate after *
Video The video VAST response containing all necessary assets to play back a video ad. Yes Yes NA

* "May truncate after" means that text assets which exceed the specified text limit may be truncated by Ad Exchange or the publisher, provided that the truncated text limit will be no less than the stated value. For example, a "May truncate after" value of 25 for headlines indicates that Ad Exchange or publishers may truncate the text to the stated value (or longer) in this column and add '...' or another text treatment to indicate when a value has been truncated.

 

Native content ad

Required and recommended display fields

Field Description Always included? Required to be displayed? May truncate after *
Headline Primary headline text (e.g., article title). Yes Required 25 characters
Image Large, primary image. Yes Recommended NA
Body Secondary body text (e.g., article description). Yes Required 90 characters
Logo Small icon image (e.g., the advertiser logo). No Recommended NA
Call to action Text that encourages user to take action (e.g., Visit Site). Yes Recommended 15 characters
Advertiser Text that identifies the advertiser (e.g., advertiser or brand name, visible URL, etc.). Yes Recommended 25 characters

Additional field for video ads

Field Description Always included? Required to be displayed? May truncate after *
Video The video VAST response containing all necessary assets to play back a video ad. Yes Yes NA

* "May truncate after" means that text assets which exceed the specified text limit may be truncated by Ad Exchange or the publisher, provided that the truncated text limit will be no less than the stated value. For example, a "May truncate after" value of 25 for headlines indicates that Ad Exchange or publishers may truncate the text to the stated value (or longer) in this column and add '...' or another text treatment to indicate when a value has been truncated.

 

Learn more about the creative specifications of native ads for Ad Exchange, or for detailed developer documentation, see the DoubleClick Ad Exchange Real-Time Bidding (RTB) Protocol.

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