Native ads

About native ads

A native ad looks and feels like part of the content of a publisher’s page or app. The term "native" in this context refers to adoption of the style, location (often in-feed or embedded within other editorial or page content itself), and voice of the publisher's content.

Native ads are cross-environment and cross-device, serving on mobile app, mobile web, and desktop websites.

Because native creatives can be assigned to any display line item, you can integrate native creatives into your current display campaigns.

Benefits of native ad campaigns

  • Better consumer engagement than other ad types
  • Effective at increasing brand awareness
  • Opportunity to tell a product or service's story
  • Less disruptive experience for the consumer than other ad types

The publisher designs the creative, the advertiser provides the content

The key difference between normal display ads and native ads is that the publisher is responsible for rendering the ad unit according to the style of their website or app.

In order for this to work, the creative assets of a native ad (images, text, logos, video, and so on) are provided in an asset bundle, and the publisher or exchange decides how to arrange these assets within the available ad slot on their page. This allows the native ad to be designed to fit both the available space and the surrounding content, whether it appears on their website or in a mobile app.

Publishers can also choose to leave out certain creative assets, depending on available space. For example, for a mobile app creative, the headline or body text may not be shown in the creative at all. For a larger native ad placement, the creative may show the largest image size with the long headline and long body text.

One creative, many layouts

A single native creative is just a bundle of creative assets. These assets can then be used to fill a variety of different-sized native inventory.

Native creatives are a collection of assets that the publisher places in different layouts

In the above example:

  1. A native creative is a collection of images, a landing page, and copy (such as “10 Makeup Tips” for the headline).
  2. When this native creative is shown in a mobile app, the content is arranged using a responsive layout to fit in with the app's other content headlines.
  3. When this native creative is shown on a desktop website, the content is arranged according to the publisher's layout.

This example shows how a single native creative is displayed in two completely different native layouts for different inventory. Both native layouts use the same assets, but they display them to users in different ways.

Third-party serving is not supported for native ads.

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.

Minimum asset requirements do not apply to native creatives assigned to Programmatic Guaranteed deals. Instead, the publisher can render any combination of assets they choose. As you negotiate the deal, confirm with the publisher what assets will be used in creatives.

Native app install

Combination 1 Combination 2 Combination 3
Image Image Logo
Headline or Body text Headline or Body text Headline
Stars or Price Call to action Body text
Call to action   Call to action

Native site

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

Native video

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

Online Behavioral Advertising (OBA) and native ads

Since native ads are rendered and served by publishers, your OBA advertiser setting does not apply. Instead, OBA compliance icons will appear only on publishers that support it.

Native creative types

Learn about the types of native creatives below.

Native app install

Native display format designed to drive app installs. This display format is integrated with the Google Play Store and Apple App Store, which allows you to use details like your app's logo, rating, and price.

Get started

Make an app install creative 

Native site creative

Square or rectangular native display format for promoting your website.

Get started

Native video

Promote your website with an in-banner video. This display format is similar to the native site creative, but uses a video instead of an image.

Get started

Make a native video creative

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