Native ads are flexible

While traditional banner ads have a static creative from start to finish, native is flexible and can provide a beautiful, relevant, effective ad in any situation and on any device.

Native ads are based on flexible components

We define “native” as component-based ads that are styled by the publisher instead of the advertiser. This definition applies to a broad range of use cases, from highly custom sponsored posts to scaled native backfill. In all cases, we receive structured components from the advertiser and insert them into styles that the publisher defines.

As the above example shows, with traditional banner ads:

1. The advertiser provides a completed ad (an image or tag) with a fixed size.

2. DFP manages the ad, doesn’t change it, and serves it into the stated size.

3. The user sees the ad exactly as the advertiser prepared it.

With native ads:

1. The advertiser provides the components for a native creative (like the Headline, image, destination URL, logo, etc.) instead of a tag.

2. DFP takes the components and generates an ad with an appearance that is appropriate for the context of each impression.

3. The user sees an ad that fits seamlessly into the surrounding content.

One creative, many layouts

DFP can take the native ad components that the advertiser provides and insert them into many different layouts, depending on the type of device where the ad will appear, how the content on the page appears, the amount of space available, and more.

In the above example:

1. The advertiser provides the values for the variables (such as “10 Makeup Tips” for the headline). These values are stored in a single native creative.

2. For an impression in a mobile app content feed, DFP applies a responsive layout that fits in with content headlines.

3. For another impression on desktop web, DFP applies a layout appropriate for a 300x250 slot.

This example shows how a single, component-based native creative can flow to two completely different native styles for different inventory segments. Both native styles use the same variables, but they display the variables to users in different ways.

Learn more

  • The New York Times partnered with DoubleClick to build fully responsive, component-based native ads that scale across mobile web, desktop, and app. The result: greater user engagement, higher viewability, and greater efficiency from a scalable approach to native ads. Read more.
  • Grupo Expansion, a leading publisher in Mexico, worked with DoubleClick to scale native advertising across desktop and mobile web. Within 5 months, CTRs increased by 100% on desktop and 81% on mobile web, in comparison with standard banner ads. Viewability also rose by 36% on desktop and 23% on mobile web. Read more.
  • Read about publishers using Native Ads on DoubleClick. Aller Media, a leading Scandinavian publisher, increased viewability by 67% with better mobile ad experiences powered by Native Ads on DoubleClick. Read more.
  • Experience the responsiveness of Native Ads on DoubleClick across screens with this demo.
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