When we announced the beta of Native Ads on DoubleClick, our goal was to help our partners earn the most money possible with ad experiences that are both engaging and complementary to the user experience. Since then, we’ve seen hundreds of partners deliver beautiful native ads that match the look, feel and function of the surrounding content. And we’ve learned that advertisers are willing to pay more for and users are more likely to engage with native ads compared to traditional ad experiences.

Today we’re happy to announce that all DoubleClick for Publishers (DFP) partners can now deliver native ads programmatically to users across any screen.

Grow your business with native ads

DoubleClick provide a dynamic framework for delivering ad experiences that advertisers and users love. Rather than serving a static image or text ad, native ads deliver an engaging user experience by taking multiple creative components — such as a headline, thumbnail and description — and assembling them in real-time to match the style of the site or app.
Partners like The New York Times are using DoubleClick to deliver premium standalone ad experiences, increasing CTRs 6X. Accuweather is using native ads to grow programmatic yield on their existing ad placements. In fact, this strategy has improved CPMs 40%, with over 15% of their total impressions won by native-specific demand.

“DoubleClick's native product provides the perfect solution for us to increase CPMs while delivering a mobile experience that is consistent with what users expect from Accuweather,” says Bill McGarry, Vice President of Advertising Sales at Accuweather. “Since implementing Native Ads on DoubleClick, we've seen a significant increase in CPMs and we look forward to expanding our investment in native.”

All of DoubleClick, one flexible native solution

With DoubleClick, you can deliver beautiful native ads while leveraging the efficiency and scale of a single platform that works across all of your advertising inventory, sales channels and ad formats — whether they’re custom display, video or native ads.

One of DoubleClick’s strengths is the flexibility it provides in how you connect with advertisers — via Programmatic Guaranteed deals, Private Auctions or manually-trafficked direct deals. With this launch, you can make your native inventory available to advertisers across of your deals, irrespective of how they’re transacted.

We’re also helping you maximize your revenue by allowing these new formats to compete with traditional banner ads. By activating native demand across your existing ad units, you can capture the highest value from a broader group of advertisers competing to serve ads to your audience.

New tools for designing beautiful native ads

Finally, we’ve made it easier for our partners to implement native ads with the launch of 22 new and customizable native styles in DFP. While it's possible to create highly custom integrations from scratch, these templates can serve as a great starting point.

These templates take advantage of the many new features we’ve added this year:

  • Ad attribution and AdChoices badges can now overlap the primary image, removing the need to place these elements in a separate row.
  • Additional style targeting options, like devices and negative key values, help you to show the right style at the right time.
  • Better previews make it easier to see how your native style will look while you build it.

We’ve also developed a guide to building great native ads, with advice from Google’s design team and feedback from advertisers about the type of inventory they want to buy, to help you create beautiful and high-performing native ads.

In a world where high-quality ad experiences are more important than ever, Native Ads on DoubleClick provide a solution for delivering beautiful and impactful ad experiences efficiently while helping you build thriving and sustainable businesses.

To get started with Native Ads on DoubleClick, visit our Help Center or contact your account manager today.

Posted by Aaron Karp
Product Manager, DoubleClick