Native (RTB)
Overview
Formerly named "RTB+ In-Feed Native Ad". The "Native (RTB)" creative template displays an ad within the website content matching the website's look and feel.
Most common sizes
Most common RTB sizes of this ad format: 300x250, 300x50, 728x90, 320x50, 300x600, 990x90.
Demo
Compliancy
| Criterion | Compliancy |
|---|---|
| Creative rotation | ✅ |
| Friendly iFrame | ✅ |
| IFrame buster | ✅ |
| Multi-instance | ✅ |
| Responsive web design | ✅ |
| RTB | ✅ |
| Viewability counting (MRC standard) | ✅ |
Creative template parameters
| Name | Description | Default value |
|---|---|---|
| Main data | ||
| Context |
The context in which the ad appears. The list of available IDs:
|
1 |
| Placement type |
The design/format/layout of the ad unit being offered. The list of available IDs:
|
1 |
| Third party pixels URLs | URLs of the pixels from 3rd party tools to measure impressions | empty |
| Title max length | Maximum number of chars in the title element | 100 |
| Title required | Define if title is required | true |
| Use title | Uses the title parameter from RTB ad data | true |
| Image options | ||
| Icon required | Define if icon is required | true |
| Image min height | Specifies image minimum height (in px). If min width and min height are both 0, image will have default dimensions. | 0 |
| Image min width | Specifies image minimum width (in px). If min width and min height are both 0, image will have default dimensions. | 0 |
| Image required | Define if image is required | true |
| Use icon | Use icon parameter from RTB ad data | true |
| Use main image | Use image parameter from RTB ad data | true |
| Data options | ||
| Background color | Specifies the background color of the sponsored content | #ffffff |
| Call to action text max length | Maximum number of chars in the call to action element | |
| Call to action text required | Define if call to action is required | false |
| Custom field | Specifies a custom field. Leave this field empty if you do not need it. | empty |
| Description max length | Maximum number of chars in the description element | 200 |
| Description required | Define if description is required | true |
| Sponsor label position | Specifies the sponsor label position | bottom right |
| Sponsored max length | Maximum number of chars in the sponsored element | |
| Sponsored required | Define if sponsored is required | false |
| Use call to action text | Use call to action parameter from RTB ad data | false |
| Use description | Use description parameter from RTB ad data | true |
| Use sponsored | Use sponsored parameter from RTB ad data | false |
| Place of the ad options | ||
| Identifier(s) | Specifies identifier or more identifiers of elements. Separate them by semicolon if needed. Equativ will put an ad inside it. It's mandatory to fill this field if you choose something different than "Smart tag" in the previous option. | |
| Paragraph type | Specifies type of paragraph (p, div, ...) inside specified article. Value of this field is taken into account only if you choose automatically in article in the "Place of the ad" field. | p |
| Place of the ad | If you choose something different than "Smart tag" remember to fill the next field too. | Smart tag |
| HTML code | ||
| Activate ad refresh | Toggle to activate automatic ad refresh functionality (5 refreshes max) | false |
| Creative feedback | Shows creative feedback button | true |
| Duration (seconds) | Specifies for what duration must the ad be visible (provided the tab is active for the entire duration specified) to be considered for ad refresh. | 30 |
| HTML code of the DOM node |
Fill with the HTML code of the DOM node - everything has to be in one line. Replace the necessary data by the following macros:
You can only use these macros in the field HTML code of the DOM node; you cannot use them in any other field! |
empty |
| Viewability threshold (px %) | Specifies what minimum percentage of creative must be visible to be considered for ad refresh. | 50 |
*About Image min width and Image min height:
Image min width
- specifies the minimum width you accept,
- images (served by DSPs) which are wider than this minimum width will be resized by the creative template if the CSS class="sas-resize" is added to the img element,
- together with the "Image min height" value (see below), the "Image min width" must respect one of the following aspect ratios 1:1, 4:3 or 1.91:1; this is mandatory since RTB supports resizing for these aspect ratios only!
- maximum widths by aspect ratio:
- aspect ratio 1:1 => max width: 1000px;
- aspect ratio 4:3 => max width: 1600px;
- aspect ratio 1.91:1 => max width: 1200px
- Example: if the min. width is 720px, the min. height must be 720px (aspect ratio 1:1), or 540px (aspect ratio 4:3) or 377 (aspect ratio 1.91:1)
Image min height
- specifies the minimum height you accept,
- images (served by DSPs) which are higher than this minimum height will be resized by the creative template if the CSS class=" sas -resize" is added to the img element,
- together with the "Image min width" value (see above), the "Image min height" must respect one of the following aspect ratios 1:1, 4:3 or 1.91:1; this is mandatory since RTB supports resizing for these aspect ratios only!
- see also example above
Features
The Native (RTB) ad format is located within the website content. It matches the content of the page in both form and behaviour.
HTML code of the DOM node
Proceed as follows to fill the HTML code of the DOM node field:
- Copy the outer HTML code of an item in the feed of your website. If the code has single quotes (
'), replace them by double quotes ("). - Format the code and replace the URLs/sources by macros. These macros define the elements of the ad and will be replaced by the data specified in the creative template parameters (title, description etc.).
- Paste the code into the field HTML code of the DOM node.
- The native ad will now adopt the look and feel (CSS) of the other items in the feed.
Because HTML code is typically site-specific, managing multi-site campaigns with distinct feed styles can quickly become complex. Instead of building separate creative templates—which prevents you from receiving Equativ’s automatic creative template updates—use insertion copies combined with group volumes to share impression caps.
To minimize maintenance, make your HTML as dynamic and reusable as possible by leveraging variables.
Example HTML code of the DOM node
The following example shows the result after replacement of the URLs and sources by macros:
<div class="list_post" style="background-color:#[native_backgroundColor]">
<div class="image">
<a href="[native_clickUrl1]" target=
"[native_clickTarget1]"><img class="imgf" height="160" src=
"[native_imageUrl1]" style="opacity: 1;" width="211"></a>
</div>
<div class="information">
<h2><a href="[native_clickUrl1]" target=
"[native_clickTarget1]">[native_title]</a></h2>
<p style="margin-bottom:20px;">[native_description]</p><span style=
"position: relative;color: #f63c44;line-height: 1.4em;margin-left: 271px;[native_sponsorLabelPosition]">[native_sponsorLabel]</span>
</div>
</div>Limitations
n/a
Known issues
n/a
Release notes
March 31, 2025
- Fixed the creative ID.
March 5, 2025
- Updated the action pixels generation.
August 13, 2024
- Added support for DSA and updated the Feedback button in the RTB version.
February 15, 2024
- Added 10 seconds and 15 seconds values in the
durationparameter for ad refresh.
November 16, 2023
- Added the ad refresh section to template parameters for the RTB version.
October 30, 2023
- Updated technical improvements.
March 1, 2023
- Fixed the impression type metadata.
August 22, 2022
- Improved ad rendering in the Header Bidding context.