How HTML5 creatives work?

HTML5 creatives let advertisers create richer ad experiences that can render on almost every device, in almost any browser.

They consist of an HTML code and source files. Source files make up what the user actually sees, while the code puts those files together and gives them instructions on how to display and interact with the user.

This creative type allows you to quickly upload HTML5 zip bundles or stand-alone HTML files. Ad Manager can handle the file properly, with no manual work required.

How Campaign Manager tag creatives work?

A Campaign Manager tag (sometimes called an “internal redirect”) is a creative that is hosted by Campaign Manager. Similar to third-party creatives, a Campaign Manager tag is used to retrieve a creative asset. However, Campaign Manager tags are not sent to the user’s browser. Instead, they are processed internally within Campaign Manager and Ad Manager systems.

Campaign Manager tags are used to serve ads to sites because they help simplify the trafficking process, reduce latency, and prevent counting discrepancies between Ad Manager and Campaign Manager. 

How native ads work?

Native creatives are component-based ads that are styled by the publisher instead of the advertiser. This definition applies to a broad range of use cases, from highly custom sponsored posts to scaled native backfill. In all cases, Google receives structured components from the advertiser and inserts them into styles that the publisher defines.

  • The advertiser provides the components for a native creative (like the headline, image, destination URL, logo, etc.) instead of a tag.
  • Ad Manager takes the components and generates an ad with an appearance that’s appropriate for the context of each impression.
  • The user sees an ad that fits seamlessly into the surrounding content.

How third-party creatives work?

When the browser loads the page, it calls Ad Manager for the ad. Ad Manager returns a snippet of code, which redirects the browser to the third-party server hosting the ad. That server returns the appropriate creative to serve on the page.

Because this process has many steps, a discrepancy rate of up to 20% is common with third-party creatives. In other words, if Ad Manager records 100 impressions, the third-party records 80 impressions. This discrepancy can happen, for example, if the user navigates away from the page before the process completes.



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