Native Web Ads Guide


Native Web Ads appear as a part of the design of the web page they’re on. Rather than standing out as an Ad, Native Ads tend to have an editorial look and feel, with a softer selling approach. For example, they can appear as recommended content on news sites. We recommend supplementing Image Web Ads with Native Web Ads. Click here to see some examples of Native Web Ads.

Native Web Ad diagram:




Native Web Ads Specs


Ad Copy Specs

Ad Creative Size
  • 600x600
  • 600x315
  • 600x500
Supported File Types
  • JPG
  • PNG
  • GIF - up to 30 seconds, 15-20 fps, no looping
File Size
  • Limited to 150KB
Destination URL 
  • Limited to 1024 characters
  • Do not use redirecting URLs
  • The Destination URL cannot lead directly to a payment processor, such as PayPal.
  • The Destination URL cannot lead directly to a video, such as a video on a site like Dailymotion.
  • Includes your UTM Parameters.
  • Limited to 60 characters
  • Limited to 1024 characters.
Brand Name
  • Up to 50 characters recommended, including spaces
  • Limited to 900 characters


Create Native Web Ads


  • Click Browse or drag and drop your Native Ad file. These are the supported Native Ad sizes
  • Enter the Ad fields in the table below and click Create.
  • Once your Ads are approved, you can use them for your Facebook and Instagram campaigns in RollWorks.

Name (required)

Use a naming convention. We recommend giving the same name to all Ads with the same messaging without including Ad type and Ad size. All RollWorks reporting can be filtered by Ad size regardless of the name. If you want to be able to report on an Ad message as a whole, keeping them the same will make this easier.

Title (required)

Use your title to grab your visitor's attention and summarize your ad's purpose.

Description (required)

Your description is a place to explain a little more about your ad's purpose, such as elaborating on your product or brand and values

Destination URL (required)

his is where someone lands after they click on your ad. Be sure to enter the entire URL

Includes your UTM Parameters.

Brand Name (required)

The brand name that you want to display with your native ads.




There are a few items that you can check if you are experiencing issues with your Native Image Web Ads:

  • The landing page must include a link to the homepage and/or site privacy policy.
  • The destination URL should not redirect to a different website or redirect to a video, for example, a video on a site like Dailymotion.
  • GIF Ads cannot loop endlessly or be longer than 30 seconds.
  • Review our Advertising Policies Guidelines to learn how you can make sure your ads and site are compliant.
  • Ensure that you are not using Third-party Ad tags since these are not supported.

If your Native Image Web Ads appear cropped or appear incorrectly on certain placements:

  • Native Ad images should not contain any text. Text can get cropped or not appear in certain placements, which won't deliver an effective ad experience.
  • Keep in mind that Publishers have editorial discretion for native ads on their websites. They can choose to resize your images or hide or truncate your descriptions to ensure consistency with their website.


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