Two native ad formats are supported for native inventory on Ad Exchange: app install ads and content ads, which consist of the fields below. Mobile apps use the elements you provide to render a native ad. Video ads require an additional video field.
Native app install ad
Required and recommended display fields
| Field | Description | Always included? | Required to be displayed? | May truncate after * |
|---|---|---|---|---|
| Headline | Primary headline text (e.g., app title). | Yes | Required | 25 characters |
| Image | Large, primary image. | Yes | Recommended | NA |
| Body | Secondary body text (e.g., app description). | Yes | Recommended | 90 characters |
| App icon | Small app store image. | Yes | Required | NA |
| Call to action | Button or text field that encourages user to take action (e.g., Install). | Yes | Required (may display an app download icon instead of button or text) | 15 characters |
| Star rating | Rating from 0-5 that represents the average rating of the app in a store. | No | Recommended | NA |
| Store | The app store where the user downloads the app. | No | Recommended | 15 characters |
| Price | Cost of the app. | No | Recommended | 15 characters |
Additional field for video ads
| Field | Description | Always included? | Required to be displayed? | May truncate after * |
|---|---|---|---|---|
| Video | The video VAST response containing all necessary assets to play back a video ad. | No | Yes | NA |
* "May truncate after" means that text assets which exceed the specified text limit may be truncated by Ad Exchange or the publisher, provided that the truncated text limit will be no less than the stated value. For example, a "May truncate after" value of 25 for headlines indicates that Ad Exchange or publishers may truncate the text to the stated value (or longer) in this column and add '...' or another text treatment to indicate when a value has been truncated.
Native content ad
Required and recommended display fields
| Field | Description | Always included? | Required to be displayed? | May truncate after * |
|---|---|---|---|---|
| Headline | Primary headline text (e.g., article title). | Yes | Required | 25 characters |
| Image | Large, primary image. | Yes | Recommended | NA |
| Body | Secondary body text (e.g., article description). | Yes | Required | 90 characters |
| Logo | Small icon image (e.g., the advertiser logo). | No | Recommended | NA |
| Call to action | Text that encourages user to take action (e.g., Visit Site). | Yes | Recommended | 15 characters |
| Advertiser | Text that identifies the advertiser (e.g., advertiser or brand name, visible URL, etc.). | Yes | Recommended | 25 characters |
Additional field for video ads
| Field | Description | Always included? | Required to be displayed? | May truncate after * |
|---|---|---|---|---|
| Video | The video VAST response containing all necessary assets to play back a video ad. | Yes | Yes | NA |
* "May truncate after" means that text assets which exceed the specified text limit may be truncated by Ad Exchange or the publisher, provided that the truncated text limit will be no less than the stated value. For example, a "May truncate after" value of 25 for headlines indicates that Ad Exchange or publishers may truncate the text to the stated value (or longer) in this column and add '...' or another text treatment to indicate when a value has been truncated.
Learn more about the creative specifications of native ads for Ad Exchange, or for detailed developer documentation, see the Ad Exchange Real-Time Bidding (RTB) Protocol.