Native Ads

Native ads are ads formatted to fit the surrounding content and visual design, making them more likely to be viewed and clicked by users. Native ad inventory is available on mobile apps as well as desktop and mobile websites. For more information on native ads, see Overview of native ads.

Native ads are supported for both Authorized Buyers and Open Bidding.

Here's the workflow for native ads:

1. A call for a native ad is made to Google. The call specifies one or both of the native ad templates below, each specifying the preferred native fields.
2. Google sends buyers an RTB bid request containing a list of the fields being requested.
3. Interested buyers respond with the requested fields.
4. Google runs an auction to select the winning bid and sends the buyer's supplied creative assets to the publisher.
5. The publisher assembles the assets into a native ad and styles them to fit the site's design.

Message formats

Google supports the OpenRTB specification in both JSON and Protobuf.

For OpenRTB Protobuf native ads, the following fields differ from the specification:

The OpenRTB fields are Protobuf messages rather than strings.

If you use the OpenRTB Protobuf implementation, you won't receive BidRequest.imp[].native.request, and must respond with BidResponse.seatbid[].bid[].adm_native. Bid responses with BidResponse.seatbid[].bid[].adm are filtered. Asset IDs aren't required for OpenRTB Protobuf bid responses.

If you use a buyer SDK to render native ads, you must include an image type in the declared_ad when you submit creatives for review.

Native ad templates

Google supports the two most common native ad templates for non-video and video native ads:

• App install ad template - Promote and drive mobile app installs.
• Content ad template - More generic combination of text and images for brand or web ads.
• Video app install ad template
• Video content ad template

Other templates exist, and may have a different set of requirements for fields, dimensions, and sizes.

App install ad template

Required and recommended fields

The tables below show fields labeled Required or Recommended. The following rules apply:

• Fields marked Required are required by the bidder.
• Fields marked Recommended are not required by the bidder, and the publisher may or may not display them if supplied (for example, star rating).
• Call to Action (CTA) is always marked as Recommended because a default is assigned if one is not sent by the bidder, but it will always be displayed if sent.

The following table lists the fields of an app install ad template. Mobile apps use these fields to create native app install ads.

Notes about text length

If a buyer sends a text asset (body text, for example) longer than the suggested maximum number of characters, the text may be truncated and ellipsized by Google or the publisher. Note that the truncation limits are half the size in Chinese, Japanese, and Korean. For example, the headline limit is 90 for English and 45 for Chinese.

Notes about image size

Publishers are allowed to:

• Crop the main image symmetrically by up to 20% in one dimension (height or width).
• Scale the image without changing its aspect ratio.
• Images that have aspect ratios substantially different than those implied by the height and width may be filtered.

Content ad template

The following table lists the fields of a content ad template. Publishers use these fields to create native content ads.

Video app install ad template

Restrictions

• Video: All video must be in the form of a VAST URL or a VAST Tag. A raw video file such as a WebM, MP4, etc cannot be specified.

• Text length: If a buyer specifies a text asset such as the body in the response, it may be truncated and ellipsized by Google or the publisher. Note that truncation limits are half the size in Chinese, Japanese, and Korean. For example, the headline limit is 90 in English and 45 for Chinese.

• Image size: Publishers are allowed to:

  • Crop the main image symmetrically by up to 20% in one dimension (height or width.
  • Scale the image without changing its aspect ratio.

App install ad example

Video content ad template

Meta fields

The following meta fields are shared by all supported ad templates:

Required and recommended fields

required_fields and recommended_fields are specified by the publisher. We show how to translate these bit fields to determine if a field is required or recommended.

A bit field uses each bit of a binary value to store a true or false statement, equivalent to sending many boolean signals like is_logo_required, is_header_required, etc. but all packed together.

Example

For this example we'll use a required_fields value of 1085.

First, find the equivalent binary value: 10000111101

Once you have the binary value, you can check the bits to see if a field is required (1) or not required (0).

The table below maps the fields to their place in the binary value. Read the binary from right to left, with the 1-bit corresponding to the right-most place in the binary value.

Looking at the example binary value 10000111101, the 1-bit (rightmost) is 1, signifying a required value. According to the table, the 1-bit corresponds to HEADLINE.

The 2-bit (second value from the right) is 0 signifying not required. The 2-bit corresponds to BODY.

Here are all the interpreted required fields in our example:

NativeAdTemplate message

When receiving a bid request containing native inventory, it will contain a populated BidRequest.adSlot[].native_ad_template. The NativeAdTemplate message provides specifications for:

• Fields that are required or recommended.
• Dimensions for images, logos, and app icons.
• Specifications for the style in which the ad is rendered.

message BidRequest {
  //...
  message AdSlot {
    //...

    message NativeAdTemplate {
      // Defines the bits used in required_fields and recommended_fields.
      // There is one bit for each of the fields in BidResponse.Ad.NativeAd
      enum Fields {
        NO_FIELDS = 0x0;
        HEADLINE = 0x1;
        BODY = 0x2;
        CALL_TO_ACTION = 0x4;
        ADVERTISER = 0x8;
        IMAGE = 0x10;
        LOGO = 0x20;
        APP_ICON = 0x40;
        STAR_RATING = 0x80;
        PRICE = 0x100;
        DEPRECATED_STORE = 0x200;
        VIDEO = 0x400;
      }

      // Bitfield describing which fields are required by the publisher. Bid
      // responses with no value for these fields will be rejected. Click
      // and view tracking urls are always implicitly required.
      optional int64 required_fields = 1;

      // Bitfield describing which fields are recommended by the publisher.
      // All recommended field are supported, but not all recommended fields
      // are required.
      optional int64 recommended_fields = 2;

      // max_safe_length indicates the maximum number of Unicode characters that
      // are guaranteed to be shown without truncation. Longer strings may be
      // truncated and ellipsized by Ad Exchange or the publisher during
      // rendering.
      optional int32 headline_max_safe_length = 3;
      optional int32 body_max_safe_length = 4;
      optional int32 call_to_action_max_safe_length = 5;
      optional int32 advertiser_max_safe_length = 6;
      optional int32 price_max_safe_length = 15;

      // The width and height from which to calculate the required aspect ratio.
      // You can provide a larger image in the response. Images that have aspect
      // ratios substantially different than those implied by the height and
      // width may be filtered.
      optional int32 image_width = 7;
      optional int32 image_height = 8;
      optional int32 logo_width = 9;
      optional int32 logo_height = 10;
      optional int32 app_icon_width = 11;
      optional int32 app_icon_height = 12;

      // Globally distinct id for the specific style, HTML, and CSS with which
      // the native ad is rendered.
      optional int32 style_id = 16;

      // Type of style layout for each native ad template.
      enum LayoutType {
        PIXEL = 0;
        FLUID = 1;
      }
      optional LayoutType style_layout_type = 17 [default = PIXEL];

      // If the style_layout_type is Pixel, width and height of the
      // entire native ad after rendering. If the style_layout_type is
      // Fluid, the style_height and style_width may optionally
      // not be populated.
      optional int32 style_height = 18;
      optional int32 style_width = 19;
    }
    repeated NativeAdTemplate native_ad_template = 51;
  }

    // NativePlacementType describes placement of native ad slot with respect to
    // surrounding context.
    enum NativePlacementType {
      PLACEMENT_UNKNOWN = 0;
      // In the feed of content - for example as an item inside the organic
      // feed/grid/listing/carousel.
      PLACEMENT_IN_FEED = 1;
      // In the atomic unit of the content - for example, in the article page or single
      // image page.
      PLACEMENT_ATOMIC_UNIT = 2;
      // Outside the core content - for example in the ads section on the right
      // rail, as a banner-style placement near the content, etc.
      PLACEMENT_OUTSIDE = 3;
      // Recommendation widget, most commonly presented below the article
      // content.
      PLACEMENT_RECOMMENDATION = 4;
    }

    optional NativePlacementType native_placement_type = 45;

  // ...
}

NativeAd message

When bidding on native inventory, a buyer must populate BidResponse.ad[].native_ad with required fields declared in the corresponding BidRequest.adSlot[].native_ad_template.

message BidResponse {
  //...
  message Ad {
    //...

    message NativeAd {
      // A short title for the ad.
      optional string headline = 1;

      // A long description of the ad.
      optional string body = 2;

      // A label for the button that the user is supposed to click.
      optional string call_to_action = 3;

      // The name of the advertiser or sponsor, to be displayed in the ad
      // creative.
      optional string advertiser = 4;

      // Next tag to use: 4
      message Image {
        optional string url = 1;

        // Image width and height are specified in pixels. You may provide a
        // larger image than was requested, so long as the aspect ratio is
        // preserved.
        optional int32 width = 2;
        optional int32 height = 3;
      }

      // A large image.
      optional Image image = 5;

      // A smaller image, for the advertiser's logo.
      optional Image logo = 6;

      // The app icon, for app download ads.
      optional Image app_icon = 7;

      // The video file. Only set this field if the video field is requested.
      oneof video {
        // The URL to fetch a video ad. The URL should return an XML response
        // that conforms to VAST standards.
        string video_url = 13;

        // The VAST document to be returned.
        string video_vast_xml = 16;
      }

      // The app rating in the app store. Must be in the range [0-5].
      optional double star_rating = 8;

      // The URL that the browser/SDK will load when the user clicks the ad.
      // This can be the landing page directly, or the first step of a redirect
      // chain that eventually leads to it. For backward compatibility, if this
      // is not set, the first Ad.click_through_url is used.
      optional string click_link_url = 14;

      // The URL to use for click tracking. The SDK pings click tracking url on
      // a background thread. When resolving the url, HTTP 30x redirects are
      // followed. The SDK ignores the contents of the response; this URL
      // has no effect on the landing page for the user.
      // This field is planned to be deprecated and we are moving to the
      // repeated click_tracking_urls field.
      optional string click_tracking_url = 11;

      // The URLs to use for click tracking. This will be used throughout the
      // serving stack and will incorporate any URL in click_tracking_urls.
      repeated string click_tracking_urls = 15;

      // The price of the promoted app including the currency info.
      optional string price = 10;

    };
    optional NativeAd native_ad = 18;

    // The set of destination URLs for the snippet. This includes the URLs that
    // the user will go to if they click on the displayed ad, and any URLs that
    // are visible in the rendered ad. Do not include intermediate calls to the
    // adserver that are unrelated to the final landing page. A BidResponse that
    // returns a snippet or video ad but declares no click_through_url will be
    // discarded. Only set this field if html_snippet or video_url or native_ad
    // are set. This data is used as a destination URL declaration, for example
    // for post-filtering of publisher-blocked URLs or ad categorization.
    //
    // For non-native ads, it is not used for click tracking or any
    // other ad functionality; it is only used as a destination URL
    // declaration.
    //
    // For native ads, if NativeAd.click_link_url is not set, the first
    // value of click_through_url is used to direct the user to the landing
    // page. In addition, all values are used as destination
    // URL declarations (similar to the non-native case).
    repeated string click_through_url = 4;

    //...

    // The URLs to call when the impression is rendered. The SDK pings
    // impression urls on a background thread and ignores the contents
    // of the response.
    repeated string impression_tracking_url = 19;

    // Link to ad preferences page. This is only supported for native ads.
    // If present, a standard AdChoices icon is added to the native ad creative and
    // linked to this URL.
    optional string ad_choices_destination_url = 21;
    // ...
  }
}

Example bid requests

Non-video bid requests

id: "\226M\242\204\324\r\2019\256\362F\020[\323\205n\320\003\257\0179\274\034"
ip: "\300\250"
user_agent: "Mozilla/5.0 (Linux; Android 13; Pixel 6a) AppleWebKit/537.36 (KHTML, like Gecko) Chrome/100.0.4896.127 Mobile Safari/537.36 RakutenWebsearch/5.100.08"
url: "https://www.google.com"
detected_language: "ja"
adslot {
  id: 1
  excluded_attribute: 20
  excluded_attribute: 21
  allowed_vendor_type: 42
  allowed_vendor_type: 144
  matching_ad_data {
    billing_id: 34438877165
    minimum_cpm_micros: 1000000
  }
  slot_visibility: NO_DETECTION
  excluded_product_category: 10015
  excluded_product_category: 10611
  ad_block_key: 4801919744
  publisher_settings_list_id: 9565076710629580954
  publisher_settings_list_id: 9122016041291349488
  allowed_restricted_category: 32
  allowed_restricted_category: 33
  iframing_state: UNKNOWN_IFRAME_STATE
  viewability: 0
  allowed_restricted_category_for_deals: 33
  allowed_restricted_category_for_deals: 32
  click_through_rate: 0.00012890543
  sticky_settings {
    bottom_horizontal_stickiness: IS_STICKY
  }
  allowed_ad_types: ALLOWED_AD_TYPE_NATIVE
  is_amp_page: DIALECT_HTML
  amp_ad_requirement_type: AMP_AD_ALLOWED_AND_NOT_EARLY_RENDERED
  session_depth: 19
  native_placement_type: PLACEMENT_IN_FEED
  native_ad_template {
    required_fields: 25
    recommended_fields: 0
    headline_max_safe_length: 25
    body_max_safe_length: 90
    call_to_action_max_safe_length: 15
    advertiser_max_safe_length: 25
    image_width: 1200
    image_height: 627
    style_id: 221281
    style_layout_type: FLUID
    style_height: 1
    style_width: 1
  }
  creative_enforcement_settings {
    policy_enforcement: POLICY_ENFORCEMENT_NETWORK_AND_PLATFORM_POLICY
    publisher_blocks_enforcement: PUBLISHER_BLOCKS_ENFORCEMENT_APPLIES
  }
  auction_environment: SERVER_SIDE_AUCTION
  impression_expiration_seconds: 3600
}
is_test: false
cookie_version: 1
google_user_id: "F6U2fpw3K08HSZGB73seQ5Pbk31"
mobile {
  is_app: false
  is_mobile_web_optimized: true
}
cookie_age_seconds: 12960000
hosted_match_data: "\312B\314fj@}h\3168\373\376D\335B\007\362\245\253"
geo_criteria_id: 1009637
encrypted_hyperlocal_set: "\\\253\006\362\017\201L\262\200\255z\2076g,\346\304\0279\273(\314\303\2402\3667\004\215W\353\225i\316\3302\035\t\273\220\330Eu\3106\337\352\331\'AX\377[\022\302\3254rtI\025W\316V\336\366\260\177_\355:QU\225t\300\315E\036\220\r\214\360\206\030\230\332HW\362&"
seller_network_id: 10468
publisher_type: PUBLISHER_REPRESENTED
partner_id: 6586746035199562167
hyperlocal_set {
  hyperlocal {
    corners {
      latitude: 0.0
      longitude: 0.0
    }
    corners {
      latitude: 0.0
      longitude: 0.0
    }
    corners {
      latitude: 0.0
      longitude: 0.0
    }
    corners {
      latitude: 0.0
      longitude: 0.0
    }
  }
  center_point {
    latitude: 0.0
    longitude: 0.0
  }
}
device {
  device_type: HIGHEND_PHONE
  platform: "android"
  brand: "google"
  model: "pixel 6a"
  os_version {
    major: 13
  }
  carrier_id: 0
  screen_width: 376
  screen_height: 835
  screen_pixel_ratio_millis: 2875
  limit_ad_tracking: false
}
publisher_country: "JP"
publisher_id: "pub-1111111111111111"
response_deadline_ms: 300
google_query_id: "ANy-z65c3V-K51171Fi2prC2Yn4f0X1I970y576HVOU2BXJn0lf2XSziKevRK1vpMGHD153A"
auction_type: FIRST_PRICE
geo {
  lat: 34.59
  lon: 133.89
  country: "JPN"
  region: "JP-33"
  city: "Okayama"
  accuracy: 19507
}
user_agent_data {
  platform {
    brand: "Android"
    version: "13"
    version: "0"
  }
  mobile: true
  model: "Pixel 6a"
  browsers {
    brand: "(Not(A:Brand"
    version: "8"
    version: "0"
  }
  browsers {
    brand: "Chromium"
    version: "100"
    version: "0"
  }
}
page_visibility: VISIBILITY_STATE_VISIBLE
supply_chain {
  complete: true
  nodes {
    advertising_system_identifier: "i-mobile.co.jp"
    seller_identifier: "pub-1111111111111111"
    handles_payment: true
  }
  nodes {
    advertising_system_identifier: "google.com"
    seller_identifier: "pub-1111111111111111"
    handles_payment: true
  }
  version: "1.0"
}
frequency_capping_scope: FREQUENCY_CAPPING_SCOPE_BROWSER
privacy_treatments {
  allow_user_data_collection: false
}
inventory_partner_domain: "OMITTED"

{
  "id": "8C7058U3s20928AGBP5Yij",
  "imp": [
    {
      "id": "1",
      "tagid": "9593912945",
      "bidfloor": 0.01,
      "bidfloorcur": "USD",
      "secure": 1,
      "native": {
        "request": "{\"ver\":\"1.2\",\"assets\":[{\"id\":1,\"required\":1,\"title\":{\"len\":25}},{\"id\":2,\"required\":1,\"data\":{\"type\":1,\"len\":25}},{\"id\":3,\"required\":1,\"img\":{\"type\":3,\"wmin\":600,\"hmin\":313}}],\"eventtrackers\":[{\"event\":1,\"methods\":[1]}]}",
        "ver": "1.2",
        "api": [
          1,
          2
        ]
      },
      "metric": [
        {
          "type": "click_through_rate",
          "value": 0,
          "vendor": "EXCHANGE"
        },
        {
          "type": "viewability",
          "value": 0,
          "vendor": "EXCHANGE"
        }
      ],
      "ext": {
        "billing_id": [
          19693706542
        ],
        "publisher_settings_list_id": [
          3575046024785253379,
          8093493698074697754
        ],
        "allowed_vendor_type": [
          331,
          4680
        ],
        "ampad": 2,
        "excluded_creatives": [
          {
            "buyer_creative_id": "EXCLUDED_BUYER_CREATIVE_ID"
          }
        ],
        "creative_enforcement_settings": {
          "policy_enforcement": 2,
          "publisher_blocks_enforcement": 1,
          "is_default": 1
        },
        "auction_environment": 0
      }
    }
  ],
  "site": {
    "page": "https://www.google.com",
    "publisher": {
      "id": "pub-1111111111111111",
      "ext": {
        "country": "VN"
      }
    },
    "content": {
      "livestream": 0,
      "language": "en"
    },
    "mobile": 1,
    "ext": {
      "amp": 0,
      "page_visibility": 1,
    }
  },
  "device": {
    "ua": "Mozilla/5.0 (iPhone; CPU iPhone OS 15_4_1 like Mac OS X) AppleWebKit/605.1.15 (KHTML, like Gecko) Version/15.4 Mobile/15E148 Safari/604.1",
    "geo": {
      "lat": 0.0,
      "lon": 0.0,
      "country": "USA",
      "region": "FL",
      "metro": "539",
      "city": "Bradenton",
      "zip": "34207",
      "type": 2,
      "accuracy": 2905
    },
    "ipv6": "2603:9000:a403::",
    "make": "apple",
    "model": "iphone",
    "os": "iOS",
    "osv": "15.4.4",
    "devicetype": 4,
    "lmt": 0,
    "w": 428,
    "h": 926,
    "pxratio": 3,
    "ext": {
      "user_agent_data": {
        "platform": {
          "brand": "iPhone",
          "version": [
            "15",
            "4"
          ]
        },
        "mobile": 1,
        "browsers": [
          {
            "brand": "Safari",
            "version": [
              "15",
              "4"
            ]
          },
          {
            "brand": "Mozilla",
            "version": [
              "5",
              "0"
            ]
          },
          {
            "brand": "AppleWebKit",
            "version": [
              "605",
              "1"
            ]
          }
        ],
        "bitness": "64"
      }
    }
  },
  "user": {
    "ext": {}
  },
  "at": 1,
  "tmax": 300,
  "cur": [
    "USD"
  ],
  "source": {
    "ext": {
      "schain": {
        "complete": 1,
        "nodes": [
          {
            "asi": "google.com",
            "sid": "pub-1028650221795432",
            "hp": 1
          }
        ],
        "ver": "1.0"
      }
    }
  },
  "ext": {
    "google_query_id": "ANy-zfKua9-G5R316N638Mn0xgl3iu68F0u72M7r0aT9dMS24U7VNy3D391xb7K41155r533",
    "fcap_scope": 5,
    "privacy_treatments": {
      "allow_user_data_collection": 1
    }
  }
}

id: "CW335Jn7Z9302AoiHaJ457"
imp {
  id: "1"
  tagid: "6556451022"
  bidfloor: 0.01
  bidfloorcur: "USD"
  secure: true
  native {
    ver: "1.2"
    api: VPAID_1
    api: VPAID_2
    request_native {
      ver: "1.2"
      assets {
        id: 1
        required: true
        title {
          len: 25
        }
      }
      assets {
        id: 2
        required: true
        data {
          type: DESC
          len: 90
        }
      }
      assets {
        id: 3
        data {
          type: CTATEXT
          len: 15
        }
      }
      assets {
        id: 4
        required: true
        img {
          type: MAIN
          wmin: 1200
          hmin: 627
        }
      }
      eventtrackers {
        event: IMPRESSION
        methods: IMG
      }
      [com.google.doubleclick.native_ext] {
        style_id: 476037
        style_height: 1
        style_width: 1
        style_layout_type: FLUID
      }
    }
  }
  exp: 3600
  metric {
    type: "click_through_rate"
    value: 0.0006219408242031932
    vendor: "EXCHANGE"
  }
  metric {
    type: "viewability"
    value: 0.11
    vendor: "EXCHANGE"
  }
  [com.google.doubleclick.imp] {
    billing_id: 43493646043
    dfp_ad_unit_code: "/4297145/google/test"
    ampad: AMP_AD_ALLOWED_AND_NOT_EARLY_RENDERED
    open_bidding {
      is_open_bidding: true
    }
    creative_enforcement_settings {
      policy_enforcement: POLICY_ENFORCEMENT_PLATFORM_POLICY
      publisher_blocks_enforcement: PUBLISHER_BLOCKS_ENFORCEMENT_OVERRIDDEN
    }
    auction_environment: SERVER_SIDE_AUCTION
  }
}
site {
  page: "https://www.google.com"
  publisher {
    id: "pub-1111111111111111"
    [com.google.doubleclick.publisher] {
      country: "BR"
    }
  }
  content {
    livestream: false
    language: "pt"
  }
  [com.google.doubleclick.site] {
    amp: DIALECT_HTML
    page_visibility: VISIBILITY_STATE_HIDDEN
    inventorypartnerdomain: "OMITTED"
  }
}
device {
  ua: "Mozilla/5.0 (Windows NT 10.0; Win64; x64; rv:109.0) Gecko/20100101 Firefox/109.0"
  geo {
    lat: 0.0
    lon: 0.0
    country: "BRA"
    region: "BR-SP"
    city: "Sao Paulo"
  }
  ipv6: "2804:7f0:b1c0::"
  os: "Windows"
  devicetype: PERSONAL_COMPUTER
  lmt: false
  pxratio: 1.0
  sua {
    platform {
      brand: "Firefox"
      version: "5"
      version: "0"
    }
  }
  [com.google.doubleclick.device] {
  }
}
user {
  [com.google.doubleclick.user] {
  }
}
at: FIRST_PRICE
tmax: 300
cur: "USD"
regs {
  [com.google.doubleclick.regs] {
    lgpd: true
  }
}
source {
  [com.google.doubleclick.source] {
    schain {
      complete: 1
      nodes {
        asi: "google.com"
        sid: "pub-6330791094260149"
        hp: 1
      }
      ver: "1.0"
    }
  }
}
[com.google.doubleclick.bid_request] {
  google_query_id: "ANy-z1n1nk-p8G11E7E4Mg3tk38VNZWB88ijTr0zpZ22Lg363603SMcty7L78211J0e34Mc3"
  fcap_scope: FREQUENCY_CAPPING_SCOPE_SITE
  privacy_treatments {
  }
}

Video bid requests

{
  id: "\\\123/f\000\t\456&\n\789\1234\"\001a\123",
  ip: "\0338\355",
  google_user_id: "CAESEJ1ur2l94_8ruuu",
  cookie_version: 1,
  cookie_age_seconds: 5184000,
  hosted_match_data: "W9ABDAAAAGR67nl0",
  user_agent: "Mozilla/5.0 (Linux; Android 5.1; CP8298_I00) Mobile Safari/537.36",
  publisher_country: "IN",
  geo_criteria_id: 1007796,
  timezone_offset: 330,
  publisher_id: "pub-2230723027927371",
  seller_network_id: 989,
  url: "https://m.example.com",
  detected_language: [en],
  google_query_id: "ANy-zJEgdus4l0MishbSmH0eOcXUA1Fbo4_tKROsbR37q",
  auction_type: "SECOND_PRICE",
  device: {
    device_type: "HIGHEND_PHONE",
    platform: "android",
    brand: "coolpad",
    model: "cp8298_i00",
    os_version: {
      major: 5,
      minor: 1
    },
    carrier_id: 70210,
    screen_width: 360,
    screen_height: 640,
    screen_pixel_ratio_millis: 2000
  },
  mobile: {
    is_app: false,
    is_mobile_web_optimized: true,
    DEPRECATED_platform: "android",
    DEPRECATED_mobile_device_type: "HIGHEND_PHONE",
    DEPRECATED_brand: "coolpad",
    DEPRECATED_model: "cp8298_i00",
    DEPRECATED_os_version: {
      os_version_major: 5,
      os_version_minor: 1
    },
    DEPRECATED_screen_width: 360,
    DEPRECATED_screen_height: 640,
    DEPRECATED_carrier_id: 70210,
    DEPRECATED_device_pixel_ratio_millis: 2000
  },
  publisher_type: "ADX_PUBLISHER_OWNED_AND_OPERATED",
  adslot: [{
    id: 1,
    ad_block_key: 2882274820,
    width:   [300,250],
    height:   [250,250],
    excluded_attribute:   [114,22,34,25,27,13,14,15,16,17,18,19,20,25,27,22],
    allowed_vendor_type:   [42,144,575,698,704,743,776,785,793,797,808,828,832,885],
    excluded_sensitive_category:   [36,27,19,4,23,30,10,3,31,5,8,37,18],
    excluded_product_category:   [10031,11669,13423,13525,13566,13589,13612,13740],
    excluded_creatives:   [{
      buyer_creative_id: "1234567.1234567890-ssl"
    }],
    matching_ad_data:   [{
      billing_id:     [6629616415,51386650457],
      minimum_cpm_micros: 1380000,
      direct_deal:     [{
        direct_deal_id: 410401,
        fixed_cpm_micros: 1360000,
        deal_type: "PREFERRED_DEAL",
        publisher_blocks_overridden: true
      },{
        direct_deal_id: 240644,
        fixed_cpm_micros: 1500000,
        deal_type: "PREFERRED_DEAL",
        publisher_blocks_overridden: true
      }]
    },{
      billing_id:     [1234567890],
      minimum_cpm_micros: 1380000
    }],
    publisher_settings_list_id:   [12109930661871909476,11138951146123409010],
    slot_visibility: "BELOW_THE_FOLD",
    viewability: 30,
    click_through_rate: 0.0010072842,
    iframing_state: "UNKNOWN_IFRAME_STATE",
    native_ad_template:   [{
      required_fields: 1065,
      recommended_fields: 4,
      headline_max_safe_length: 25,
      body_max_safe_length: 90,
      call_to_action_max_safe_length: 15,
      advertiser_max_safe_length: 25,
      logo_width: 100,
      logo_height: 100,
      style_id: 199892,
      style_height: 250,
      style_width: 300
    }],
    sticky_settings: {

    },
    renderer: "GOOGLE",
    is_amp_page: "DIALECT_HTML",
    amp_ad_requirement_type: "AMP_AD_ALLOWED_AND_NOT_EARLY_RENDERED",
    allowed_ad_types:   [ALLOWED_AD_TYPE_BANNER,ALLOWED_AD_TYPE_NATIVE],
    session_depth: 1,
    internal_data: {

    }
  }],
  response_deadline_ms: 122,
  is_test: false
}

Example bid responses

Note that the values in these response are not intended to match the corresponding requests above. However, if the template in the request suggests required/optional fields, the responses here adhere to those requirements.

Non-video bid responses

ad {
  adslot {
    id: 1
    max_cpm_micros: 3000000
    billing_id: 34438877165
    deal_id: 1
    buyer_reporting_id: "DjA6yW8"
  }
  click_through_url: "google.com"
  attribute: 47
  buyer_creative_id: "test_creative_id_845142"
  native_ad {
    headline: "Luxury Mars Cruises"
    body: "Visit the planet in a luxury spaceship."
    call_to_action: "Book today"
    advertiser: "Galactic Luxury Cruises"
    image {
      url: "https://native.test.com/image?id=123456"
      width: 1200
      height: 627
    }
    logo {
      url: "https://native.test.com/logo?id=123456"
      width: 200
      height: 200
    }
    app_icon {
      url: "https://native.test.com/icon?id=123456"
      width: 200
      height: 200
    }
    click_link_url: "https://www.google.com"
  }
  impression_tracking_url: "https://test.com/imp?id=123456"
  ad_choices_destination_url: "https://test.com/preferences"
  event_notification_token: "token"
}
processing_time_ms: 5

{
  "id": "j53Z8GLLnSq8N97uXu029T",
  "seatbid": [
    {
      "bid": [
        {
          "id": "0kcWm8o4Q44BV54eOX8",
          "impid": "1",
          "price": 0.0612,
          "adid": "test_creative_id_838714",
          "adm": "{\"assets\": [{\"id\": 1, \"title\": {\"text\": \"Luxury Mars Cruises\"}}, {\"id\": 2, \"data\": {\"value\": \"Galactic Luxury Cruises\"}}, {\"id\": 3, \"img\": {\"url\": \"https://native.test.com/image?id=123456\", \"w\": 1200, \"h\": 627}}], \"link\": {\"url\": \"https://www.google.com\", \"clicktrackers\": [\"https://native.test.com/click?id=123456\"]}, \"imptrackers\": [\"https://test.com/impression?id=123456&amt=${AUCTION_PRICE}\"]}",
          "adomain": [
            "google.com"
          ],
          "cid": "19693706542",
          "crid": "test_creative_id_838714",
          "ext": {
            "ad_choices_destination_url": "https://test.com/preferences"
          }
        }
      ],
      "seat": "8710:9087:596625"
    }
  ],
  "bidid": "50x4472o-qpci0H0b-Ovbp-6C470CnUTyA2"
}

id: "W4E2PD2Vr8Gl4Eq70eoT6v"
seatbid {
  bid {
    id: "uz3aH5W5Tzvc42GkuXT"
    impid: "1"
    price: 0.04632
    adomain: "google.com"
    cid: "43493646043"
    crid: "test_creative_id_877701"
    cat: "IAB13-7"
    adm_native {
      ver: "1.0"
      assets {
        id: 1
        required: true
        title {
          text: "Luxury Mars Cruises"
        }
      }
      assets {
        id: 2
        required: true
        data {
          value: "Visit the planet in a luxury spaceship."
        }
      }
      assets {
        id: 4
        required: true
        img {
          url: "https://native.test.com/image?id=123456"
          w: 1200
          h: 627
        }
      }
      link {
        url: "https://www.google.com"
      }
      imptrackers: "https://test.com/impression?id=123456&amt=${AUCTION_PRICE}"
    }
    [com.google.doubleclick.bid] {
      ad_choices_destination_url: "https://test.com/preferences"
      billing_id: 43493646043
    }
  }
  bid {
    id: "19794j5G3x4mpfzvr4m"
    impid: "1"
    price: 0.032292
    adomain: "google.com"
    cid: "43493646043"
    crid: "test_creative_id_877701"
    cat: "IAB7-44"
    adm_native {
      ver: "1.0"
      assets {
        id: 1
        required: true
        title {
          text: "Luxury Mars Cruises"
        }
      }
      assets {
        id: 2
        required: true
        data {
          value: "Visit the planet in a luxury spaceship."
        }
      }
      assets {
        id: 4
        required: true
        img {
          url: "https://native.test.com/image?id=123456"
          w: 1200
          h: 627
        }
      }
      link {
        url: "https://www.google.com"
      }
      imptrackers: "https://test.com/impression?id=123456&amt=${AUCTION_PRICE}"
    }
    [com.google.doubleclick.bid] {
      ad_choices_destination_url: "https://test.com/preferences"
      billing_id: 43493646043
    }
  }
  seat: "6718:8545:950241"
  group: false
}
bidid: "ah128WV2-1j995674-5243-f57Et5RtZLF7"
cur: "USD"

Video bid responses

bid_response {
  ad {
    ...
    click_through_url: "https://www.exampleDomain.com"
    impression_tracking_url: "https://my_impression_tracking_url.com/"
    ad_choices_destination_url: "https://my_ad_choices_destination_url.com/"
    ...
    native_ad {
      headline: "Lowest mortgage rates"
      video_url: "https://pubads.g.doubleclick.net/gampad/ads?sz=640x480&iu=/124319096/external/single_ad_samples&ciu_szs=300x250&impl=s&gdfp_req=1&env=vp&output=vast"
      call_to_action: "Get a quote"
      advertiser: "NY Mortgage Inc."
      image {
        url: "https://www.example.net/mypromoimage.png"
        width: 1200
        height: 700
      }
      logo {
        url: "https://www.example.net/mylogo.png"
        width: 200
        height: 200
      }
      click_link_url: "https://r1.example.com/r/u1dhfh3cow00/b1_googleadx/830/41972/ ?_b_ctrl=1"
      click_tracking_urls: "https://my_click_tracking_url.com/"
    }
  }
}