DV360 Display and Native Ads Management

DV360 native ad specs: headlines, text and images

Because native ads are reassembled to fit each publisher's template, they are sent as components such as headline, body text, logo and image rather than a single flat image. According to Google's native creative guidelines, the headline is limited to 25 characters and the long headline to 50 characters, and at least one headline and one body text are required. A 1.91:1 aspect ratio for the main image is strongly recommended for most inventory, with a minimum height of 627 pixels.

For every native set, we also prepare additional images in 16:9, 4:3 and 1:1; otherwise the ad does not serve at all in some publisher layouts. We write headlines without exaggeration and in the same tone as the content on the page. We manage the equivalent of native ads in classic recommendation widgets separately through Taboola native ads; in DV360, native is used mostly together with publisher selection and audience data.

Inventory quality: cleaning up open web display

A display line item without a selected inventory source enters the auction on every enabled exchange by default. In unmanaged accounts, this is why a large share of the budget flows to low-viewability, ad-heavy pages and gaming apps. A cheap CPM looks good in the report, but the picture changes once it is converted into cost per viewable impression. We clean up in this order:

• We narrow the exchange list and switch off low-viewability exchanges after the first week.
• We choose the brand-suitable level among digital content labels (DL-G to DL-MA) and block sensitive categories.
• We add IAS or DoubleVerify to the line item and define viewability thresholds and brand safety tags.
• We keep app inventory in a separate line item from web inventory and monitor interstitial placements that drive accidental clicks.
• We keep URL and app exclusion lists at advertiser level so they apply to all line items at once.

DV360 display for prospecting or remarketing?

Returning to site visitors with Floodlight or linked GA4 audiences is the easiest win for DV360 display. However, if users who abandoned their cart need product-level dynamic ads, feed-based solutions such as Criteo dynamic retargeting often work more efficiently. We use DV360 display more for new audiences, through publisher and context selection.

As Display campaigns in Google Ads move to Demand Gen, DV360 display stands out more clearly for brands that want impressions on specific publishers, specific exchanges and through private deals. Before the campaign, we check inventory reports to see which exchanges the targeted Turkish publishers sell through; for brands that want a local DSP that keeps data in Türkiye, we also evaluate TheADX DSP together.

Display and Native: when do we recommend it?

How we manage Display and Native

1. Display and native assetsWe collect images in standard sizes, HTML5 files, and for native the headline, body, logo and multi-ratio images.
2. Inventory sourcesWe split exchanges, app versus web, and any private deals into separate line items.
3. Suitability layerWe add content labels, sensitive categories, exclusion lists and verification tags.
4. Position and audienceWe match in-article, in-feed and in-banner positions with Floodlight, GA4 or contextual audiences.
5. Viewability cleanupIn the first two weeks, we read the placement report and remove placements with low viewability or abnormally high click-through rates.

Display and Native: metrics and requirements

The Brand Move DV360 Team

To learn more about Display and Native or other DV360 ad formats, contact The Brand Move DV360 team today.

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