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

Creatives

• image

Creative template parameters

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

The field HTML code of the DOM node is a mandatory field. To fill it, you have to

• copy the code of an item in the feed of your website - or
• use the Equativ Native Ad Studio (see below) to generate the code
• format the code and replace the URLs/sources by macros; these macros will be replaced by the data specified in the creative template parameters (title, description etc.) and define the elements of the ad
• paste the code into the field HTML code of the DOM node

The native ad will then adopt the look and feel (CSS) of the other items in the feed.

Best practices

The HTML code is specific to a website. Things can become complicated If you have mutliple websites, each with its own feed style. For each website, you may need a separate insertion with the specific HTML as its creative.

Recommendations:

• Do not create separate creative templates; when doing so, you lose Equativ's updates to the creative templates.
• Work with insertion copies (and group volumes to assign a shared volume) but try to set up your HTML code as generic as possible (work with variables etc.)

Equativ Native Ad Studio

As an alternative to the following steps 1 to 4, you can use Equativ's Native Ad Studio. This tool allows you to:

• configure the native ad's position, colors, fonts, background, components etc.
• generate the HTML code to be pasted into the field HTML code of the DOM node

As a result, you receive a full native ad, which you can use right away or customize further.

Step 1: Get code from website

• Go to the website with the feed where the native ad will appear
• Open a web debugging tool, such as Chrome Developer Tools
• Navigate to one of the items in the feed
• Copy the outer HTML code of the item

Step 2: Format code

Format your code using a formatting tool.

Step 3: Edit code

• Copy the code retrieved from the formatter into a text editor.
• Delete the URLs and sources from the code and replace them by Equativ's macros (see macros above under "Parameters").

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>

In this example you see that the URL of the first creative has been replaced by the macro [native_imageUrl1]. When the insertion will be delivered, the macro itself will be replaced by the path (URL) towards the first creative in your insertion.

If the code has single quotes ('), replace them by double quotes ( " ).

Step 4: Paste code

After preparation of the code, paste it into the field HTML code of the DOM node.

Example 1: 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.

Example 2: 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

• 05-03-2025 - Updates for action pixels generation
• 12-11-2024 - Add support for DSA and update feedback button
• 18-01-2024 - Improved action pixels
• 07-11-2023 - Technical improvements, migrate template to typescript
• 16-10-2023 - Rectification of Template tags
• 26-09-2023 - Improved impression counting
• 20-04-2023
  • Added parameter Open in same window
  • Remove document.write
• 01-03-2023 - Fix impression type metadata
• 19-09-2019 - Removing the official flag from template (mobile version)
• 27-08-2018 - Insertion custom script placed next to ad container + support for creatives custom scripts
• 16-05-2018 - Support for tagId
• 07-02-2018 - Additional RTB parameters in viewability log
• 04-01-2018 - Enable viewability counting by default
• 07-09-2017 - Add viewability module
• 10-08-2017 - Support for standalone tag
• 22-05-2017 - Fix for custom script in asynchronous mode
• 05-05-2017 - all DSP tracking URLs called
• 24-01-2017 - Ability to use both quote characters ( ' & " ) in HTML code of the DOM node
• 17-10-2016 - Ability to display few instances of template using one format (multi-instance)
• 19-09-2016 - Custom place of ad