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Add native styles for programmatic

Native styles determine how native creatives look for a segment of inventory. With native styles for Ad Exchange, you specify creative size, targeting, and CSS.

  • The HTML is pre-defined, but you can determine which elements (such as Image and Body) to show or hide in ads, and rearrange them as needed.
  • For the CSS that determines the look and feel of the ad, we recommend starting with a template, which is a preset based on common native layouts like Full width and Left image. You can then customize the CSS as needed.

DFP automatically applies the right native styles to your page or app, without any need for rendering. You can use your Ad Exchange-eligible native styles for direct-sold native ads in addition to programmatic native demand.

When you add native styles for Ad Exchange, you need to select one of the standard native ad formats: “Native content ad (System-defined)” or “Native app install ad (System-defined)”.

  • These formats maximize advertiser reach.
  • For mobile native ads, set up styles for both of these formats so they compete and increase publisher yield.
  • Learn more about these standard formats and other programmatic ad guidelines for native styles and custom rendering.
Display images in native ads can have an aspect ratio of 1.91:1 (landscape) or 1:1 (square). Learn more

Steps to add native styles

Follow these steps to add native styles for Ad Exchange:

  1. Sign in to DoubleClick for Publishers.
  2. Click Delivery and then Creatives and then Native styles.
  3. Near the top of the screen, click New native style.
    Another option is to base the new style on an existing one: select the checkbox next to an existing style and click Copy.
  4. Select Native content ad (System-defined) or Native app install ad (System-defined) and click Continue.
  5. Name your style.
  6. Click Choose targeting to target your native styles to the appropriate inventory.
    • Style-level targeting is required and works in conjunction with line Item targeting.
    • Programmatic native ads will only run where you have targeted valid native styles.
    • Make sure to target native styles to various ad units, key-values, etc. For example, your ad might look one way on your homepage and another way on your category page.
  7. Next to “Size,” select Fluid or a fixed size from the “Select a size” dropdown.
    • If you select Fluid, DFP will automatically size the ad by filling the width of the enclosing column and adjusting the height as appropriate (just like a regular HTML div on your site). Use this size in combination with the fluid slot type in Google Publisher Tags or the Google Mobile Ads SDK.
    • Fixed sizes, such as 300x250, require no tag changes or app updates. A fixed size style enables native creatives to flow to your existing ad slots.
  8. With native styles for Ad Exchange, the HTML under “HTML with variables” cannot be edited directly.
    • If needed, you can click Change elements to show/hide elements and rearrange them.
    • We recommend showing as many of the optional elements as possible in your ad design. "Image", "Advertiser", and "Call to Action" are advertiser preferred elements, and many brand advertisers expect these elements to appear in their native ads.
  9. Under “CSS with variables”, determine the look and feel of the ad.
    (Recommended) Click Change template to start with a preset based on common native layouts for the creative size you selected in step 7. You can then customize the CSS if desired.
  10. In the "Preview" area, see how your style looks with sample ads of varying text sizes.
    • You can choose between two sample text lengths: Long (90 char) and Short.
    • Click Validate. If you see error messages, adjust your style so that it passes validation and click Validate again. Ad Exchange-eligible native styles must meet certain requirements to ensure consistent behavior for programmatic advertisers (for example, all the required ad elements must be displayed).
  11. Add more native styles for other inventory segments as needed, and click Save when you're done.
  12. (Recommended) Set up A/B tests to help determine which native styles will perform the best in your inventory.
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