Guidelines for native creatives

You can serve native creatives by assigning them to display line items.

Best practices

For the best performance, follow these recommendations:

1. Submit all possible assets for the largest reach (logo, rectangular image, square image, and all text length variations).
2. Include an advertiser name (or confirm that the pre-filled name is correct).
3. Use high resolution images, as large as possible. For rectangular images or video cover images, use 1200 x 627. For square images, use 627 x 627.
4. Animations are not supported, use still images only.
5. Minimal text is allowed within images, avoid using too much text or your creative may be rejected.
6. Write titles that read like content and/or sentences instead of offers or pure product names.
7. Write descriptions that generate interest and encourage users to click through to read more.
8. Always upload a video source file with the highest possible specifications you have available so it can be transcoded into as many serving files as possible. (The more serving files available, the more environments your ad can be served in.)

Content requirements

To run on Display & Video 360, all creatives must follow the creative content and policy guidelines.

Asset requirements

Native site assets

Logo (required)	File types: .jpg, .jpeg, .png Dimensions: Minimum 100 × 100 pixels, maximum 2000 × 2000 pixels File size: Maximum 1200 KB Aspect ratio: 1:1 Color model: RGB or CMYK File name must be ASCII and 50 characters or less.
Image (required)	Large rectangular image to promote the product or service. File types: .jpg, .jpeg, .png Dimensions: Minimum 1200 × 627 pixels, maximum 2000 × 1047 pixels File size: Maximum 1200 KB Aspect ratio: 1.91:1 ​Color model: RGB or CMYK File name must be ASCII and 50 characters or less.
Square image	Square, 1:1 aspect ratio image to promote the product or service. If you upload this image, a second creative is generated. Optional, but required for Programmatic Guaranteed deals File types: .jpg, .jpeg, .png Dimensions: Minimum 627 × 627 pixels, maximum 2000 × 2000 pixels File size: Maximum 1200 KB Aspect ratio: 1:1 Color model: RGB or CMYK File name must be ASCII and 50 characters or less.
Advertiser name (required)	Displayed in the creative. Your Display & Video 360 advertiser name is filled in by default. Maximum 25* characters
Headline	Optional if long headline is used, but at least one headline is required Displayed in the creative. Maximum 25* characters
Long headline	An alternate, longer headline that only appears in some native layouts. Optional if headline is used, but at least one headline is required Maximum 50* characters
Body text	Description of the product or service Optional if long body text is used, but at least one body text is required Maximum 90* characters
Long body text	An alternate, longer description that only appears in some native layouts. Optional if body text is used, but at least one body text is required Maximum 150* characters
Landing page URL (required)	The web page to direct people to when they click your ad. Maximum 1024* characters If your advertiser is linked to Campaign Manager 360, the landing page URL is determined by the Campaign Manager 360 tracking ad. You don't need to enter a separate landing page URL.
Caption URL (required)	A shorter, friendlier version of the landing page URL to display in the creative that only appears in some native layouts. For example, “example.com/shop”. Maximum 30* characters
Call to action (required)	The text on the ad's call-to-action button or link. For example, "Shop now". Maximum 15* characters

* Character limits are for single-byte characters. If using double-byte characters (common in Chinese, Japanese, and Korean languages), divide by 2. 

Native video assets

Logo (required)	File types: .jpg, .jpeg, .png Dimensions: Minimum 100 x 100 pixels, maximum 2000 x 2000 pixels File size: Maximum 1200 KB Aspect ratio: 1:1 Color model: RGB or CMYK File name must be ASCII and 50 characters or less
Video (required)	Video source file to display in the creative. Always upload a source file with the highest possible specifications you have available so that Display & Video 360 can transcode the asset into as many serving files as possible. Video specifications
Cover image (required)	Rectangular, 1.91:1 aspect ratio image to display over the video player before the video is played. File types: .jpg, .jpeg, .png Dimensions: Minimum height 627 pixels, maximum size 2000 x 1047 pixels File size: Maximum 1200 KB Aspect ratio: 1.91:1 (strongly recommended, 85% of inventory). For the most inventory, create additional creatives with cover images aspect ratios of 16:9, 4:3, and 1:1. Color model: RGB or CMYK File name must be ASCII and 50 characters or less
Advertiser name (required)	Displayed in the creative. Your Display & Video 360 advertiser name is filled in by default. Maximum 25* characters
Headline	Displayed in the creative. Optional if long headline is used, but at least one headline is required Maximum 25* characters
Long headline	An alternate, longer headline that only appears in some native layouts. Optional if headline is used, but at least one headline is required Maximum 50* characters
Body text	Description of the product or service Optional if long body text is used, but at least one body text is required Maximum 90* characters
Long body text	An alternate, longer description that only appears in some native layouts. Optional if body text is used, but at least one body text is required Maximum 150* characters
Landing page URL (required)	The web page to direct people to when they click your ad. Maximum 1024* characters
Caption URL (required)	A shorter, friendlier version of the landing page URL to display in the creative that only appears in some native layouts. For example, “example.com/shop”. Maximum 30* characters
Call to action (required)	The text on the ad's call-to-action button or link. For example, "Shop now". Maximum 15* characters

* Character limits are for single-byte characters. If using double-byte characters (common in Chinese, Japanese, and Korean languages), divide by 2.