Native ads

Target native impressions

Native ads are placed directly within publisher content, unlike traditional display ads. Because of this, contextual relevance is an important factor in ensuring native ads blend into the surrounding content.

Native ads support all regular targeting options with the exception of viewability targeting. However, there are some environment- and device-dependent considerations to be aware of. These are mainly considerations around app-targeting and are not specific to the native creative format.

Targeting Desktop and mobile web Mobile app
Brand safety checkmark Supported checkmark Supported
Apps and URLs checkmark Supported checkmark Supported
Keywords checkmark Supported Red X Not recommended as it limits reach
Categories checkmark Supported Red X Use app collections instead
Viewability

checkmarkSupports Active View on Ad Manager for native display only.

Red X Not supported: Active View on Ad Manager for native video.

checkmarkSupports Active View on Ad Manager for native display only.

Red X Not supported: Active View on Ad Manager for native video.​

Audience lists checkmark Supported Only lists based on device IDs are supported
Demographics checkmark Supported checkmark Supported
Position checkmark Supported checkmark Supported

 

Best practices

Native inventory is only available via some exchanges, and is mostly mobile inventory. To improve performance, consider:

  • Targeting all environment and device combinations (mobile app, mobile web and desktop)
  • Targeting all relevant exchanges
Some pre-bid verification controls do not support mobile app inventory, which may limit available native inventory.
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