Native Creatives

Setting Up

To set up a new native creative, use the following steps.

  1. Select Creatives ‣ Create New.

  2. Type your creative’s Name into the relevant field.

  3. Assign your creative to an Advertiser by selecting the relevant advertiser from the dropdown list.

  4. Select Native as the Creative Type.

  5. Enter the Advertiser Website URL, this is the page where the user is directed after clicking on the ad.

  6. Enter the app Bundle identifier associated with the creative if needed.

  7. Enter the Click URL. In most cases the landing page URL and the click URL are the same, but they may differ when, for example, the user is sent to a 3rd party click tracker before the actual landing.

  8. Add relevant assets for your creative. If the asset already exists, select it from the drop-down, otherwise press Create New Asset page to set up a new one.

    Check the Must be shown in the ad box in case the asset is required for the creative and should be rendered by SSPs. Each Native creative requires at least one asset, as they define bid request targeting for this creative. For example, a native creative with a video asset won’t bid on requests for data/image assets.

    We recommend activating the Must be shown in the ad checkbox only for Title assets in order to increase bid rate.

  9. Set 3rd party impression trackers if necessary, find more information in the 3rd Party Impression Trackers section.

  10. Ensure you set the correct creative categories and attributes, as these are required for targeting.

    • Set the IAB Creative Categories, they categorize the creative and are used as part of targeting. These categories are required for all creatives.

    • The Brand Safety Creative Categories field should only be set for creatives that fall into at least one listed category, e.g. advertise alcoholic beverages or tobacco products. Not declaring brand unsafe creatives may result in being banned by SSPs.

    • The IAB Creative Attributes field is optional but should be specified in case of any specific behavior of the creative, e.g. being expandable, having autoplay or inbanner video. Not declaring such attributes may result in failing creative approval.

    • The Google Certified Vendors field is also optional but should be filled if your creative includes any 3rd party calls.

    • If trading with Google, set the Google Creative Attributes to signal how your creative interacts with the page and the user. Google Creative attributes should declare any specific behavior of the creative.

    You can find full lists of all creative categories and attributes in the Categorization Guides section.

  11. Press Create New Creative to save changes or Cancel to discard them and start anew.

Creating Native Assets

A native creative is represented by a selection of assets that can be used in different combinations in order to adapt to this or that publisher’s inventory.

To create a native asset, use the following steps.

  1. Go to Creative ‣ Assets ‣ Create New

  2. Enter a Name for your asset and assign your asset to an Advertiser.

  3. Select the Asset Type of your asset.

  4. Set the required fields for the selected asset type.

To make sure your assets are set up correctly for the effective performance of your creative, please see instructions and hints for each asset type below.

Title Assets

Title assets are required for all native creatives. Therefore each creative must have one, although making more than one title asset is pointless.

To create a title asset, enter the text associated with the title element into the text field.


  • Make sure the title is not longer than 100 symbols, the optimal length being 50-70 symbols.

  • Check the Must be shown in the ad box for the title asset.

Image Assets

To set up an image asset, proceed as follows.

  • Set the URL (Secure) of the image asset

  • Set the image type by selecting one of the following options:

    • Icon

    • Logo

    • Main

  • Set the image Width and Height

Recommended: create a logotype for every native creative. A logotype represents the advertiser or the advertised brand. It is a square image, preferrably in the .png format, no larger than 128x128 pixels. Make sure you set the Icon image type for it.

The Main image type is meant for images that make the actual content of the creative. Bid requests for native creatives with image assets have no precise requirements for image size, only for aspect ratio and a minimum width and height in pixels. The bidding image aspect ratio must not differ from the required for more than 20%.

See below some of the most popular main image sizes for native creatives. They cover most bid requests.

  • 1200x627 pixels

  • 1000x600 pixels

  • 800x600 pixels

  • 600x600

The file size of an image asset shouldn’t exceed 1 Mb. Preferred formats are .jpeg and .png.

Data Assets

To set up a data asset, proceed as follows.

  • Select the Data Type.

  • Enter the data value. Usually a formatted string of data to be displayed. Can contain a formatted value such as 5 stars or $10 or 3.4 stars out of 5.

There is a number of data asset types, some of them required or strongly recommended for any native creative. The following table provides descriptions and recommendations as per OpenRTB Native Ads Specification.

Data Asset Types








The brand name of the sponsor


Required. Up to 25 symbols



Descriptive text associated with the product or service being advertised. Longer length of text in response may be truncated or ellipsed by the exchange


Recommended. Up to 140 symbols



Rating of the product being offered to the user. For example an app’s rating in an app store from 0-5

number formatted as string

Optional. 0-5 integer formatted as string



Number of social ratings or “likes” of the product being offered to the user

number formatted as string



Number of downloads/installs of this product

number formatted as string



Price for product / app / in-app purchase. Value should include currency symbol in localised format

number formatted as string



Sale price that can be used together with price to indicate a discounted price compared to a regular price. Value should include currency symbol in localised format

number formatted as string



Phone number

formatted string







Additional descriptive text associated with the product or service being advertised




Display URL for the text ad. To be used when sponsoring entity doesn’t own the content. IE sponsored by BRAND on SITE (where SITE is transmitted in this field)




Descriptive text describing a ‘call to action’ button for the destination URL

Optional. Up to 15 symbols


Make sure your creative has the following data assets:

  • ctatext

  • desc

  • sponsored

Video Assets

To set up a video asset, proceed as follows.

  • Enter the VAST XML markup in the input field

  • Set the following attributes:

    • Set the VAST version being used

    • Set the video duration, in seconds

    • Set the MIME types

    • Set the API frameworks

  • Save New Asset