Add a mobile creative

To add a creative to a mobile line item:

  1. Sign in to DoubleClick for Publishers.
  2. Click Delivery and then Line items.
  3. Use filters to find the line item to which you want to add a creative.
  4. From the "Add creatives" drop-down, choose new creative for a targeted size.
  5. On the "New creative" screen, select one of the creative types below.

DFP offers several general creative types that can also be used for mobile in addition to desktop web - like Image, Third party, Custom, and creative templates. If you are new to DFP, please see adding creatives to your network to get started. To cater to the mobile web and app environments, there are some additional mobile-specific creative type, which we cover below.

In-app creative formats (4:45) In-app video creative formats (4:24)
Click here to learn more about DFP Mobile in-app creative formats and sizes.

Mobile apps (Mobile In-app) only

SDK mediation
This is a legacy version of the Mediation feature. We recommend that you use the newer version of Mediation for mobile apps instead.

SDK mediation allows you to send impressions from mobile apps to ad networks via the ad networks’ own SDKs. Learn about SDK mediation.

  1. Enter a "Name" for the creative.

  2. Select the "Target ad unit size".

  3. Select an option for "Location data".

  4. Enter a number of milliseconds for "Network timeout".
    Network timeout is the length of time a network has to deliver an ad.

  5. Select a network and enter the required information.
    To use a network, you must integrate its SDK in your app.

  6. To add another network, click Add network.
    For each impression, the ad request goes to the ad networks in the specified order until the impression is filled.

  7. Click Save.

Image animation

An image animation creative displays a series of up to ten images as a slideshow with timed transitions.

Note: Image animation creatives require the following SDK versions: iOS: 5.x, or Android 4.1.1 or later.

To add an image animation creative, follow these steps:

  1. Name the creative.

  2. Optional: Specify a background color. For example, c6c6c6. (Default: 000.) Find a list of HTML color codes.

  3. Select a target ad unit size.

  4. Upload up to ten images (GIF, JPG or PNG files). For all but the first image, select the following settings:

    • Transition: The type of transition effect that will lead into this frame. Options are the following:

      • Dissolve (default): The new image fades in as the old image fades out.

      • Move-in: The new image slides in over the old image from a specified direction, while the old image stays in place.

      • Push: The new image pushes the old image out of the frame in a specified direction.

    • Duration: The duration of the transition that will lead into this frame, in seconds. (Default: 0.3 s)

    • Delay: The delay before the transition into this frame begins, in seconds. (Default: 2.2 s)

    • Easing: This setting alters the acceleration of the animation between the start and end of the transition. Options are the following: Ease (default), Linear, Ease in, Ease out, Ease in and out. Learn more and view illustrations of these options.

    • Direction: The direction in which the animation proceeds for the "Move-in" and "Push" transition options. For example, if you choose "Left," the image moves to the left. Choose Up, Down, Left, or Right.

  5. Optional: Add up to five destination URLs as clickable areas on the last image. Click Add URL, then enter the following information:

    • Destination URL (required): The destination where this link target should lead. The destination can be a URL, phone number, or link to an app to download from app market.

    • Link entire area (checkbox): If this box is checked, the entire creative area will be linked to the destination that you entered above.

    • Link an area you define: If you don't select the "Link entire area" option, use the following fields to define the area in the ad that will lead to the destination.

      • Position X: The X-coordinate of the top left corner of the clickable area.

      • Position Y: The Y-coordinate of the top left corner of the clickable area.

      • Width: The width of the clickable area, in pixels.

      • Height: The height of the clickable area, in pixels.

    • Target window: Defines where the link should open. Options are:

      • Same window (in-app browser). Note: For creatives displayed in apps on Android, DFP doesn't use an in-app browser because the external browser has the same behavior; the user can use the back button to return to the same place in the app.

      • New window (the external native browser).

  6. Click Save.

Lock creative orientation

For creatives that can serve as interstitials in mobile apps, you have the option to lock the creative’s orientation. This minimizes the chances that images are cropped when a device is rotated. Make one of the following selections from the “Orientation” dropdown:

  • Any: The creative rotates according to the device's physical orientation.

  • Portrait: The creative stays in portrait orientation regardless of the physical orientation of the device.

  • Landscape: The creative stays in landscape orientation regardless of the physical orientation of the device.
In addition to all of the above creative types, you can use any of the mobile system-defined creative templates or create your own.

Mobile web and Mobile In-app

DoubleClick tag
  1. Enter a "Name" for the creative.

  2. Specify the URL of a creative hosted on DCM. Snippets aren't recognized as valid input.

    • Use DCM internal redirect tags provided by the advertiser.
      For mobile web, these tags are of the form:

        (Only use URLs that have /ad/, not /adx/ or /adj/)


  3. Optionally, add one or more labels if you want to apply frequency capping to the creative.

  4. Click Save.

For mobile in-app, DCM requires advertising IDs (iOS IDFA or Android AdID) for conversion tracking. The advertising IDs are automatically passed to DCM via DFP (a DoubleClick tag is used). If you want to use a third-party tag instead, please consider the IDFA/AdID macro to pass the advertising IDs explicitly. See the DCM article on Mobile in-app floodlight activities for more details.
Mobile video interstitial

A mobile video interstitial ad is a full-screen ad that appears in a mobile app or mobile web. The ad appears in the app at a point that you specify, and it includes exit links. When you upload a video to create your video interstitial, DFP automatically transcodes the video into various formats and selects the correct format when the ad is displayed.

To add a video interstitial creative, follow these steps:

  1. Enter a "Name" for the creative.

  2. Enter the target ad unit size.

  3. Optional: Enter an "Ad title".
    This is the title text that appears in the top bar of the ad.

  4. Optional: Select the "Autoclose" checkbox if you want the video ad to close automatically after it's finished playing.

  5. Upload a logo image file.
    This is the image that appears while the video is buffering and after the video ends. The image typically should be the size of the creative.

  6. Upload the video file for the creative.
    You can drag and drop or browse to select the file. When you add the file, DFP transcodes it automatically. When the ad appears, DFP selects the best video for the environment. The size limit is 512 MB.

  7. Add up to four action buttons.
    The action buttons are the exit links for the creative, and they appear at the bottom of the screen. The icons can be up to 54x54p, or 28x28p if text is also present. Text labels should be 8 characters or fewer.

  8. Click Save.


  • You can also traffic app video interstitials from Ad Exchange.

  • If you're using Firefox, you'll see a pop-up regarding the GMSG protocol when previewing this creative type. The pop-up is a side-effect of the way that the creative communicates with the SDK.

  • If you're using Internet Explorer, preview doesn't work.

Click-to-app for image, image animation, and video interstitial

Click-to-app creatives allow you to specify an action as the destination for the creative, such as opening an app or downloading a file.

To use the click-to-app option for an image, image animation or video interstitial creative, follow the steps for the original creative and select Destination > Click-to-app URL. Enter one of the supported click-to-app destinations.

Click-to-call image

Click-to-call creatives allow you to use a phone number instead of a clickthrough URL as the destination for an image creative. When a user clicks on the creative, the dialer opens so that the user can place the call.

Note that these ads don't serve to devices that cannot make calls. To ensure that forecasting is accurate, target line items containing click-to-call creatives to devices that can make calls. In your line item settings, under "Add targeting," select Devices > Device capability > Phone calls, then click include.

To use the click-to-call option for an image creative, follow the steps above for image creatives and select Destination > Phone number.

Rich Media pushdown creatives

To add a Rich Media pushdown creative to a mobile line item:

  1. Ensure that you’ve associated your Studio and DoubleClick for Publishers account.
    After you’ve entered the association code in DFP, you should see Studio Rich Media creatives available in the creative library.

  2. Create a new mobile line item in a mobile order.

  3. Associate a creative by clicking Add creatives > Use existing creatives.

  4. In the dialogue box, click Creative types > DoubleClick Rich Media.

  5. Select desired creatives that match the creative size.

  6. Click Save.

Learn more about Trafficking Rich Media push-down creatives.

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