Google offers simple native ad solution for publishers

Search engine giant Google has expanded its DoubleClick for Publishers ad management tool, releasing additional support for native ads across the web, apps, and accelerated mobile pages project. The platform allows advertisers to supply publishers with the essential components that comprise their ads, for example, web copy, followed by the automatic creation of an ad to match the look and feel of the website it appears on. There are two options for displaying these ads: the traditional 'banner' style and the new 'responsive fluid slot' available in Google Mobile Ads and Publisher Tag. This latest development has been trialled with more than 200 publishers including The New York Times and aims to deliver enhanced advertising experiences with minimal levels of complexity.

Google has added support for native ads to DoubleClick for Publishers, across the web, apps and AMP, the streamlined mobile pages it launched in February.



The native ad platform enables advertisers to provide publishers with the components that make up their ads – image, headline, copy – rather than specific creative. DoubleClick will then automatically create an ad to match the style of the site it appears on.



These native ads can run in both traditional banner slots and a new 'responsive fluid ad slot' available in Google Publisher Tag and the Google Mobile Ads SDK.



The release has already undergone trials with over 200 publishers, including the New York Times, which used DoubleClick to more efficiently serve its 'Flex Frames' native ad format.



"DoubleClick’s goal has always been to help publishers thrive and deliver great advertising experiences with the least complexity," said DoubleClick product manager Tom Bender. "With our growing investment in native solutions for publishers, we’re excited to power ad experiences that are more engaging and seamless for users everywhere, unlocking brand spend in a way that’s sustainable and scalable."