Ad Platform Specs
Native Ad Specs
Native networks all take roughly the same asset, so one production run covers most of them. What differs is the editorial review and the disclosure rules, which is where campaigns actually get held up. These are the values I brief against, with the caveat that each network publishes its own.
| Asset | Common requirement | Notes |
|---|---|---|
| Primary image | 1200 x 800 or 1200 x 628 | No logos or text overlay on most networks |
| Image format | JPG or PNG | Keep file size modest for load speed |
| Headline | Commonly under 90 characters | Shorter headlines are truncated less |
| Description | Optional, around 150 characters | Not shown on every placement |
| Brand name | Required | Appears as the sponsorship label |
| Requirement | What it means | Why it matters |
|---|---|---|
| Sponsorship label | Sponsored or Promoted must be visible | Required by FTC guidance in the US |
| Landing page parity | Page must match the ad claim | Primary rejection cause |
| No shock or clickbait imagery | Network editorial policy | Rejection and account risk |
| Substantiated claims | Evidence for results or health claims | Regulated categories are reviewed harder |
Notes
Native inventory is bought on curiosity and judged on the landing page, so the two have to be written together. A headline that overpromises gets clicks, a high bounce rate and eventually an editorial rejection, and you pay for all three. Match the promise to the first screen of the page.
Assume no text on the image. Most networks reject overlaid logos and copy because the unit is meant to sit visually alongside editorial thumbnails. A clean, human, slightly imperfect photo tends to outperform polished studio product shots in this environment.
Disclosure is a legal requirement, not a network preference. In the United States the FTC's native advertising guidance expects the sponsored nature to be clear before the click, and the responsibility sits with the advertiser as well as the publisher. Do not attempt to soften the label.
Each native network publishes its own specification and changes it independently, and character limits in particular differ between Taboola, Outbrain and smaller networks. Verify against the specific network's documentation before production.
Frequently asked questions
Can I reuse my social ad creative on native networks?
Usually not directly, because social creative tends to carry text and logos on the image, which native networks reject. Re-export a clean version of the same photograph and rewrite the headline for editorial tone.
Why do native campaigns show good CTR and poor conversion?
Because the traffic is discovery intent, not search intent. Judge it on a downstream metric such as qualified lead or return visit rather than immediate conversion rate, and build a landing page that assumes the reader has never heard of you.
Official sources
Platforms change specifications without notice. Check the primary documentation before a launch that depends on an exact value.
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