DFP native ads: Native styles or Custom rendering?

DFP offers two delivery methods for native ads: Native styles (for web and apps) and Custom rendering (for apps only).

Native styles

Most publishers will prefer the Native styles feature, which allows you to manage the look and feel of your native ads within DFP, for both web and apps. DFP handles the rendering of your native ads based on native styles you specify within the product. A given native ad format may have many different native styles. Get started with Native styles.

Custom rendering

The Custom rendering feature allows you to bypass native styles and render your own native ads in app code. You can implement highly custom renderings that take full advantage of the functionality of Android and iOS (like swipe gestures and animation). This is a good choice for advanced developers who want to render in their own code. Get started with Custom rendering of native ads.

Note that Native styles and Custom rendering both work with the same native creatives in DFP. For example, you could deliver the same native ad creative to your website with Native styles and to your app with Custom rendering.

Comparison: Native styles vs. Custom rendering

Here’s a table to help you decide which native delivery method to use:

  Native styles Custom rendering
Use case Most publishers who want to serve native ads using DFP App developers who want to implement highly custom renderings in their own Android or iOS code
Formats

Native content ads
Native app install ads
Native video content ads
Native video app install ads
Fully custom native ad formats

Native content ads
Native app install ads
Native video content ads
Native video app install ads
Fully custom native ad formats

Delivery method Native styles managed within DFP Publisher custom renders ads using Google Mobile Ads SDK
Advantages Manage native styles within DFP for all screens. No site or app updates are necessary. Implement highly custom behaviors with Android or iOS code. Pre-fetch ad components.
Serve direct sold ads? Yes Yes
Serve Ad Exchange backfill? Yes In beta
Serve programmatic deals? In beta In beta
DFP First Look supported? Yes Yes
DFP Mediation supported? No In beta
Ads displayed on Mobile apps
Mobile web
Desktop web
Mobile apps
Mobile in-app ad requirements Non-video ads:
Android Google Mobile Ads SDK 8.3 or higher
iOS 7.8.0 or higher
Video ads:
Android Google Mobile Ads SDK 9.0 or higher
iOS 7.16.0 or higher
Non-video ads:
Android Google Mobile Ads SDK 7.5 or higher
iOS 7.4.0 or higher
Video ads:
Android Google Mobile Ads SDK 11.0 or higher
iOS 7.19.0 or higher
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