Native site creatives

Promote your website with a native site creative. 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 for the fictitious brand Corner


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 are compatible with more publisher layouts.

Asset Requirements
Logo (required)

Min. size: 100 x 100 pixels
Formats: JPG, PNG
Max. width/height: 2000 pixels
Max. file size: 1200 KB
Aspect ratio: 1:1
Color model: RGB or CMYK

Image (required)
Large rectangular image to promote the product or service.
Min. size: 1200x627 pixels
Formats: JPG, PNG
Max. width/height: 2000 pixels
Max. file size: 1200 KB
Aspect ratio: 1.91:1
​Color model: RGB or CMYK
Square image (optional, but required for Programmatic Guaranteed deals)
Square, 1:1 aspect ratio image to promote the product or service. If you upload this image, a second creative is generated.
Min. size: 627x627 pixels
Formats: JPG, PNG
Max. width/height: 2000 pixels
Max. file size: 1200 KB
Aspect ratio: 1:1
Color model: RGB or CMYK
Advertiser name (required)
Displayed in the creative. Your Display & Video 360 advertiser name is filled in by default.
Up to 25* characters

Headline (optional)
Displayed in the creative.

Up to 25* characters
Long headline (optional)
An alternate, longer headline that only appears in some native layouts.
Up to 50* characters
Body text (optional)
Description of the product or service
Up to 90* characters
Long body text (optional)
An alternate, longer description that only appears in some native layouts.
Up to 150* characters
Landing page URL (required)
The web page to direct people to when they click your ad.

Note: If your advertiser is linked to Campaign Manager, the landing page URL is determined by the CM tracking ad. You don't need to enter a separate landing page URL.
Up to 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, “”.
Up to 30* characters
Call to action (required)
The text on the ad's call-to-action button or link. For example, "Shop now".
Up to 15* characters

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

Serving properties

To report on your native creatives in Campaign Manager or via a third-party measurement provider, click Details, then expand the Serving properties section.

Property Requirements
Campaign Manager tracking ad (CM-linked advertisers only)

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

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. How to set up tracking ads in Campaign Manager

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

Impression tracking URL 1 and 2 (optional)

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

Up to 1024* characters

Standard URLs only. HTML script tags (<script>), image tags (<img>), and JavaScript files (ending in .js) are not supported.
JavaScript tracking URL (optional)

The URL of a JavaScript file provided by a supported verification provider. For example,

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.

Up to 1024* characters

HTML script tags (<script>) are not supported. 

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

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 bulk upload.

Step 1: Make a new native site creative

  1. Open your advertiser.
  2. Click Creative and then Format Gallery in the left menu.
  3. To show only native formats, click the Native tab at the top.
  4. Under Native display, click Create. The new creative appears in Ad Canvas, where you'll see 3 empty creative previews, with expandable Assets and Text panels on the right.

Step 2: Add images and copy in Ad Canvas

  1. In the Assets panel on the right, add images by dragging each file from your computer and dropping it over “Drop file here”. Or click Upload, then select an image file from your computer.
    1. Add a square logo image.
    2. Add a rectangular image with an aspect ratio of 1.91:1 (minimum 1200 x 627 px).
    3. (Optional, but required for Programmatic Guaranteed deals) Add a square image. Display & Video 360 will generate two distinct versions of the creative (rectangle and square), each with their own creative ID and audit status.
  2. Below the Assets panel, click to expand the Text panel.
  3. 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.
  4. 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.
  5. Enter a caption URL. This is a shortened, friendly version of your landing page URL shown in the creative to let people know where they'll be taken to when they click your ad.
  6. Enter a call to action, such as “Shop now”.

Step 3: Name the creative and add tracking

  1. At the top of the page, click the Details tab.
  2. In the Basic details section, enter a name for the creative in Display & Video 360.
  3. (Optional) To track the creative outside Display & Video 360, 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.
    3. 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.
  4. (Optional) To add an integration code for an external system or notes about the creative, click Additional details.
  5. Click Save.
  6. If you added 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 tracking ads or URLs for each creative, edit the creatives individually after saving.

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 Ad Canvas 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 displayed in an app versus in a website.

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

(Native site creatives only) Switch between square and rectangle

If you uploaded a square image, use the drop-down above the preview to switch between previews of the square and rectangle sample layouts. After you save, this option won't be available, because the square and rectangle versions will be saved as separate creatives.

Sample native preview with navigation

See how the creative will look on different publishers

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 Preview publisher samples 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.
  3. 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 fullscreen preview in a new window.

    How to preview on a publisher page

    Publisher sample that can be previewed on a mock publisher page
    Sample preview on the mobile version of mobile page with native site ad preview
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