Native site creatives

Use a native site creative to promote your website. To make a creative, you'll provide a bundle of creative assets including images, copy, and a call to action. The publisher or exchange will arrange and render these assets in a native format appropriate for the page or app they're displayed in.

There's currently limited viewability support for native display only on Ad Manager.
Native site creative for Google Chromebook
Example native site creative

Assets checklist

Use this checklist to design your native creative. Optional assets are marked, but it's a good idea to include them so your creatives is compatible with more publisher layouts.

Asset Description Requirements
Advertiser name Advertiser name to display in the creative. Maximum 25 single byte characters
Logo image (required) Advertiser's logo.

Minimum size: 100 x 100 pixels
Supported image file formats: jpg, png
Maximum width/height: 2000 pixels
Maximum file size: 1200 KB
Aspect ratio: 1 : 1
Color model: RGB (CMYK is not supported)​

Image Image to promote the advertiser's product or service. Minimum size: 1200x627 pixels
Supported image file formats: jpg, png
Maximum width/height: 2000 pixels
Maximum file size: 1200 KB
Aspect ratio: 1.91 : 1
​Color model: RGB (CMYK is not supported)​
Square image (required for Programmatic Guaranteed deals)

A square, 1:1 aspect ratio image of the product or service.

If you upload this image, a second creative is generated to support additional native inventory, appending "_square" to the creative using the square image, and "_rectangle" to the creative using the rectangular image.

Both a rectangle and square image are currently required for Programmatic Guaranteed deals.
Minimum size: 627x627 pixels
Supported image file formats: jpg, png
Maximum width/height: 2000 pixels
Maximum file size: 1200 KB
Aspect ratio: 1 : 1
​Color model: RGB (CMYK is not supported)​

Headline
(optional)

The headline to display in the creative. Maximum 25 single byte characters
Long headline (optional) An alternate, longer version of the headline. This only appears in certain native layouts. Maximum 50 single byte characters
Body text
(optional)
Body text describing the product or service Maximum 90 single byte characters
Long body text (optional) An alternate, longer version of the body text describing the product or service. This only appears in certain native layouts. Maximum 150 single byte characters
Caption URL A shorter, friendlier version of the landing page URL to display in the creative. This only appears in certain native layouts. Maximum 30 single byte characters
Landing page URL (Third-party ad servers only) The web page to direct people to when they click your ad. Maximum 1024 single byte characters
Call to action The text on the ad's call-to-action button or link. For example, "Shop now". Maximum 15 single byte characters
Campaign Manager tracking ad (Campaign Manager-linked advertisers only)

For Campaign Manager-linked advertisers, choose an active tracking ad in Campaign Manager. You should create the tracking ad before you begin setting up your native creative in Display & Video 360. Only impression pixels/URLs are supported; JavaScript tags will not work. Learn how to set up tracking ads in Campaign Manager

The landing page for the native ad will be derived from the landing page of the tracking placement.

Traditional 1x1/click trackers and Campaign Manager event tags are not supported.

 
Impression tracking URLs (optional)

The URL of one or more third-party impression trackers to call when the ad is displayed.

Standard URLs only (SCRIPT and IMG tags aren't supported).

Links to JavaScript files (ending in .js) aren't supported. If you need to use a JavaScript URL, you can opt in to a beta that turns on an additional "JavaScript tracking URL" field.

Maximum 1024 single byte characters

Must start with https

Only Display & Video 360 macros are supported. If the URL contains Campaign Manager macros, you'll see an error.

JavaScript tracking URL (optional)

The URL of a JavaScript file provided by a supported measurement provider: ComScore, DoubleVerify, Integral Ad Science, or Moat.

For example, https://www.example.com/measurement.js.

Script tags are not supported.

When you add a JavaScript tracking URL, it will only be included when your creative runs on exchanges that support JavaScript trackers (see the "Features" column in the supported exchanges list). On other exchanges, your creative will still run, but without third-party measurement.

Maximum 1024 single byte characters

Minimum assets required to bid

Display & Video 360 will not bid with a creative unless the bid response includes the minimum assets for the format. This means your native ad will only run on publishers or exchanges that use a minimum of one of the following combinations of assets.

Combination 1 Combination 2
Image Image
Headline or Body text Headline or Body text
Logo or Advertiser name Call to action

Control creative text length

At least one headline and one block of body text are required. For maximum reach, include short and long versions for both headline and body text. If you need more creative control, you can include only the text lengths you prefer and Display & Video 360 will not bid on native inventory that doesn't include your preferred length of text.

For example, your creative concept may require the long headline (50 characters) to accommodate a long brand name, while you may prefer to use only the short body text (90 characters). Enter these in the "Long headline" and "Body text" boxes. Display & Video 360 will only bid on native inventory that can show both the long headline and the short body text together.

Create a native site creative

Follow these steps to upload a single creative. If you want to create many native site creatives at once, save time with the bulk upload spreadsheet.

  1. Open your advertiser, then click Creative and then Format Gallery in the left menu. (Alternatively, you can click Creative and then Creatives, then click New and then Creative from format gallery).
  2. To show only native formats, click the Native tab at the top.
  3. Under Native display, click Create.
  4. Enter a name for the creative in Display & Video 360.
  5. Add images by dragging each file from your computer and dropping it over "Drag file here". Or, click Upload, then select each image file from your computer.
  6. Enter at least one headline and at least one block of body text. The shorter headline and body text are used in more native ad designs, but you can use any combination of lengths you prefer. For maximum reach, include short and long versions of both the headline and body text.
  7. Enter a caption URL if you want to display a shortened, friendly version of your landing page URL in the creative.
  8. If the Display & Video 360 advertiser is not linked to a Campaign Manager account (ad server type "Third-party ad servers only"), enter a landing page URL. If the advertiser is linked to a Campaign Manager account, you'll use a Campaign Manager tracking ad instead.
  9. (Optional, but currently required for Programmatic Guaranteed deals) Upload a square image. Display & Video 360 will generate two distinct versions of the creative (rectangle and square) with their own creative ID and audit status. If you wish to assign unique impression tracking URLs for each creative, you can edit the creatives individually after saving.
  10. (Optional) To add impression tracking URLs or adjust Campaign Manager lookback windows, click Serving properties.
    Secondary impression trackers are only required if you wish to track your campaign using a third-party verification provider. Do not add Campaign Manager impression trackers from the same Floodlight configuration here, otherwise you will encounter reporting and conversion discrepancies.
    1. If the Display & Video 360 advertiser is linked to a Campaign Manager account (ad server type "Campaign Manager and third-party ad servers"), you can search for an existing Campaign Manager tracking ad. If you want a dedicated tracker for this creative, you should create a tracking ad in Campaign Manager before making your creative in Display & Video 360.
    2. If the Display & Video 360 advertiser is not linked to a Campaign Manager account (ad server type "Third-party ad servers only"), a tracking ad will be created automatically using the landing page URL.
  11. (Optional) Enter a JavaScript tracking URL from a supported verification provider (ComScore, DoubleVerify, Integral Ad Science, Moat). Note: Since the exchange or publisher is responsible for serving native creatives, it's not guaranteed that all impressions will serve the measurement URL. For details on publisher and exchange support, see Supported native exchanges.
  12. (Optional) To add an integration code for an external system or notes about the creative, click Additional details.
  13. Click Save.
Once a creative has been added to Display & Video 360, the creative will be manually and automatically reviewed to ensure the creative functions correctly and is compliant with the creative policies of both Display & Video 360 and any inventory sources that have explicit creative requirements. You’ll see information about the creative’s review status in the Audit status section of the creative. Learn more about the creative review process.

Preview a native site creative

Preview while you create your ad

As you add text and images to your creative, the preview updates automatically, showing how the different elements in your creative might be rendered. This preview is not an accurate representation of how the creative will display in a live environment, but will give you an idea of how each creative element might look when it's displayed in an app or website.

If you entered both long and short versions of headlines and body text, only the short versions will be shown in the preview.

1 (Native site only) If you uploaded a square image, use the drop-down above the preview to switch between previews of the square and rectangle sample layouts.

2 Beneath the preview, click the next and previous arrows to see how your copy and images appear in different ad sizes, if available.

Sample native preview with navigation

Review publisher-styled previews

To see samples of how real publishers will style your native assets, open the publisher samples preview. Unlike the initial quick preview, these samples use real native ad styles from publishers. Note that these previews represent a range of potential native ad designs, but do not include every design variation.

Publisher samples are available for native site and native video creatives only.

  1. Click Launch preview Launch full screen creative preview. The Publisher samples page opens in a new window.
  2. Scroll down the page to view samples from different publishers using your native assets.

See a preview on a sample publisher page

On the Publisher samples page, some samples include an additional preview mode that displays your ad on a sample publisher page. Click Preview Preview at the bottom of a publisher sample to open this preview in a new window.

How to see a sample publisher preview

Publisher sample that can be previewed on a mock publisher page

msn.com page with native site ad preview at top left
Example native site ad preview on msn.com
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