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Official creative template specifications
Native: Web template specifications

Native (web)

Overview Demo Compliancy Creatives Creative template parameters Features HTML code of the DOM node Example HTML code of the DOM node Dynamic native ads using keywords Text-only native ads Limitations Known issues Release notes

Overview

Formerly named "In-Feed Native Ad". The "Native" creative template displays an ad within the website content matching the website's look and feel.

Demo

Native demo

Compliancy

Criterion	Compliancy
Creative rotation & creative targeting	❌
Friendly iFrame	✅
IFrame buster	✅
Multi-instance	✅
Responsive web design	✅
RTB	❌
Viewability counting (MRC standard)	✅

Creatives

image

Creative template parameters

Name	Description	Default value
Background color	Specifies the background color of the sponsored content	#ffffff
Creative feedback	Shows creative feedback button	true
Custom field	Specifies a custom field. Leave this field empty if you don't need it.
Custom field1	Specifies a custom field. Leave this field empty if you don't need it.
Custom field2	Specifies a custom field. Leave this field empty if you don't need it.
Custom field3	Specifies a custom field. Leave this field empty if you don't need it.
Description	Specifies the description
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: [native_title] [native_description] [native_clickTarget] [native_clickTarget1] [native_clickTarget2] [native_clickTarget3] [native_clickUrl] [native_clickUrl1] [native_clickUrl2] [native_clickUrl3] [native_imageUrl] [native_imageUrl1] [native_imageUrl2] [native_imageUrl3] [native_backgroundColor] [native_sponsorLabel] [native_sponsorLabelPosition] [native_customField] [native_customField1] [native_customField2] [native_customField3] You can only use these macros in the field HTML code of the DOM node; you cannot use them in any other field!
Identifier(s)	Specifies one or multiple identifier(s) of elements. Separate them by semicolon if needed. Equativ will put the ad inside it.
Open in same window	Choose if the ad should open in the same window or not. The option works only with image creatives.	false
Paragraph type	Specifies the type of paragraph (p, div, ...) inside the specified article. The value of this field will not be taken into account if ad placement or automatic is selected.	p
Position in paragraph	Specifies the position of the ad in a paragraph. If you choose automatic, an algorithm will pick the best place for showing the ad. Top/bottom means the ad will be placed in the top/bottom of the specified article. To have the ad placed in a specified position, choose specified paragraph.	automatic
Selected position	Select the position of the ad ad placement: display the ad where the Equativ tags are inserted. If you choose this option, leave the other positions fields empty. automatic: place the ad automatically in the page content. This beta option may be helpful in case you want to deliver one insertion on many sites. If you choose this option, leave the other positions fields empty. paragraph by id: specifies one or multiple id(s) of elements which contain article text. Separate them by a semicolon if needed. Equativ will try to find paragraphs inside this element. paragraph by class name: specifies one or multiple class name(s) of elements which contain article text. Separate them by a semicolon if needed. Equativ will try to find paragraphs inside this element. paragraph by itemprop: specifies one or multiple item prop(s) of elements which contain article text. Separate them by a semicolon if needed. Equativ will try to find paragraphs inside this element. specified element by id: appends the ad inside the element with the specified id. specified element by class name: appends the ad inside the element with the specified class name.	ad placement
Specified paragraph's number	Places the ad after the specified paragraph, e.g. paragraph no. 3. If there are not enough paragraphs on the page, the ad will be placed after the last one. This field will be used only if you chose the specified paragraph in the Position in paragraph option.	1
Sponsor label	Specifies the sponsor label; leave empty if the label is not needed
Sponsor label position	Specifies the sponsor label position	bottom right
Title	Specifies the title
Tracking url	Specifies the tracking URL

Features

The "Native" ad format is located within the website content. It matches the content of the page in both form and behavior. The ad format is available both for web and mobile web.

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>

Dynamic native ads using keywords

You can pass dynamic data from the website and display them in the native ad. To pass dynamic data into the native you need to use keywords (read the Set keyword targeting article for more about keywords).

Proceed as follows:

attach the keyword in key=value format to the ad call (e. g. price=87900)
use the macro [sas_kw|KeyName] in the HTML code of the DOM field (e. g.: [sas_kw|price])

=> When delivering the native ad, the macro [sas_kw|KeyName] will be replaced by the value of the key.

Text-only native ads

In case of "text-only" native ads (no images), you may want to count and report the clicks. For this case, proceed as follows:

do not upload any image creatives into the insertion
instead, create a click command in the insertion; leave the click command disabled (red background)
retrieve the click command's URL and use it in the HTML code of the DOM node field as a click URL for the native ad

Limitations

n/a

Known issues

n/a

Release notes

May 3, 2025

Updated the action pixels generation.

November 12, 2024

Added support for DSA and updated the Feedback button.

January 18, 2024

Improved action pixels.

November 7, 2023

Implemented technical improvements and migrated the template to TypeScript.

October 16, 2023

Rectified template tags.

September 26, 2023

Improved impression counting.

April 20, 2023

Added the Open in same window parameter.
Removed document.write.

March 1, 2023

Fixed impression type metadata.