Native ads match the visual design of the web page or app. To appear as natural elements of the associated page or app, native ads implement metadata elements (such as headlines, thumbnail images, logo images, and descriptions).
Adform Recommendations for Native Ads
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Headline |
30 characters or less (standalone copy) |
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Description |
120 characters or less (standalone copy) |
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Brand Name |
25 characters or less |
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Brand Logo |
.jpeg (.jpg) or, preferably, transparent.png Minimum (recommended) size: 300 x 300 pixels |
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Native Image |
Recommended ratio 1:1 (can vary by publisher; all ratios are supported) Text-free image: .jpeg (.jpg) or .png Minimum size: 500 x 500 pixels Recommended size: 1200 x 1200 pixels (can vary by publisher) |
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Maximum File Size |
2 MB |
Note
SSPs, exchanges, and DSPs (or adtech vendors) have different requirements for the number of characters allowed in the headline, description, and brand name for native ads. Customize thumbnail and icon images according to the requirements of the different exchanges. For general information, download the IAB requirements PDF file or contact the inventory supplier for the details.
Adform demand side platform (DSP) is connected to a range of native supply side platforms (SSPs). When delivering native ads, you can select inventory sources from those SSPs in the Inventory tab when creating or editing programmatic line items. For guidance on how to select inventory sources, see Set Up Inventory Targeting.
If you need help choosing the best inventory source for your business needs, reach out to your account manager.
If you are working with Adform SSP, you can choose from the list of publishers that are available directly via Adform SSP.
You can also choose other SSPs to deliver your native ads.
For more details on the SSPs that support native ads in specific markets, see an Overview of Native Supply in Adform.
If you're working with an SSP that isn't yet connected to Adform (not included in the list below), reach out to Adform Business Development (business.development@adform.com).
Native Ads Limitations
When building a native banner, keep in mind the following limitations:
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Rotators, schedules, nested rotators, storytelling, and other composite ad types aren't supported.
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Video assets aren't supported.
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Live preview isn't available for native ad banners. The view of a native ad depends on the form and function of the website, and where the ad is going to be.
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Macros in impression pixels and JavaScript URLs aren't supported.
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Adform doesn't measure and report on viewability for native ads, so the metrics including Viewable and Non-viewable Impressions, Viewable Rate, Measurable Impressions, Measurable Rate, Impression Distribution, eCPM (Viewable), Eligible Impressions, Distributed Viewable Impressions, Viewable and Non-Viewable Cost, Avg. Viewability Time aren’t available for native ads, line items, and campaigns serving native. Adform reporting doesn't show lines if no data is available, or uses zeros, if it’s combined and aggregated with other data.
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Adform doesn't measure viewability for native ads. Any viewability measurement settings don’t apply to native creatives.
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Adform doesn't support macros in impression trackers, or external (JS) scripts for native ads tags. However, Adform supports native ads measurement with third-party solutions.
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Adform doesn't support algorithms optimizing towards viewability or clicks for native ads. Not supported algorithms include Maximize viewability rate, Minimize viewable CPM, AVOC, CPC, CPC quality.
Note
If you run campaigns including native ads, we highly recommend splitting native creatives into separate line items. If a line item contains a native ad, any existing conflicts with algorithms and measurements can affect the delivery of the entire line item.
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Adform doesn't support certain types of text or image assets, including video assets, rating, likes, downloads, and price. In addition, rotators, schedules, nested rotators, storytelling, and other composite ad types aren’t supported.
Live preview isn’t available for native ad banners. The view of a native ad depends on the form and function of the website, and where the ad is going to be rendered.