Running Faster Ad Exchange Native Formats & Comparing Performance the Right Way

The beauty of Native ads on Google Ad Manager is that the publisher gets to design them instead of the advertiser. Google inserts the native ad components from the advertiser into many different layouts or styles as the publisher defines them.

This revenue stream runs via Ad Exchange Dynamic Allocation providing more demand and competition for a publisher’s ad stack.

Setting Up Native Ads in Google Ad Manager

Step 1: Navigate the Updated GAM Interface

• Use GAM’s dedicated “Native” tab under Inventory > Native to create responsive formats. Select Responsive Native Ads for auto-adapting layouts.
• Assign key content fields (headline, image, body) to match your site’s design.

Step 2: Integrate Header Bidding for Competitive Demand

• Combine Prebid.js with Google Publisher Tag (GPT) to unify auctions. This ensures native ads compete with display/video bids in real-time.
• Prioritize multi-format demand sources like Media.net to fill native inventory.

Step 3: Ensure Privacy Compliance

• Implement TCF 2.0 frameworks for GDPR/CCPA compliance.
• Use first-party data segments (e.g., newsletter signups) for targeting as third-party cookies phase out.

Standard format

Not all formats are compatible with every ad size. Once you select a size, the unsupported formats will be grayed out.

Here’s the fun part: for example, if you’d like to run all the formats available for a 728×90 ad size, all you need to do is create separate Native styles to make it happen.

Native Style 1: mysite.com_adunit1_desktop_728x90_content

Continue to customize the Native Style > specify inventory to target > save.

Native Style 2: mysite.com_adunit1_desktop_728x90_appinstall

Comparing performance

You can run a query to see how each of your ad styles and formats perform.

#1: In Ad Manager, go to Reports > Queries > New Query

#2: Report Type: Historical

#3: Set the date range depending on your need

#4: Add filter/s if necessary

#5: Dimension:

Native Style Name – select this if you’d like to see the performance per native style you created.

Native Ad Format Name – select this to see the performance by ad format.

#6: Add any other dimension you’re interested to see, like ad units, device category, etc.

#7: Select the Metrics you need

#8: Run the report

Re-check your Ad Exchange line items

For Native demand to work, it should be trafficked in your Ad Exchange line items:

It should also be included in the Creative Size overrides:

Optimization Strategies for Maximum Revenue

a) AI-Driven Adjustments

• Activate GAM’s Auto-Apply Rules to dynamically adjust price floors based on device, geography, or time of day.
• Use tools like Nativo’s Creative Studio to A/B test AI-generated headlines and images.

b) Design for Speed & Engagement

• Lazy Loading: Add loading="lazy" to native ad images to prioritize critical content.
• CLS Mitigation: Reserve fixed ad slots using CSS Grid. Never let ads push content down!

c) Diversify Demand

• Partner with programmatic native networks like TripleLift, Taboola, or Sharethrough to reduce Google dependency.
• Test unified pricing across display and native to avoid cannibalization.

Critical Additions to Your Strategy

a) Privacy-Safe Targeting

• Contextual AI: Use GAM’s Content Taxonomy or Grapeshot to target ads based on page sentiment, not cookies.
• Prepare for Privacy Sandbox: Test FLEDGE for remarketing and Topics API for interest-based cohorts.

b) SEO-Ad Content Synergy

• Align native ad themes with your top-performing SEO keywords (e.g., a finance site running “investment calculator” native ads).
• Add schema markup for native ads to help crawlers understand ad context.

c) Post-Cookie Monetization

• Collect first-party data via quizzes, polls, or gated content.
• Use Google’s PAIR (Publisher Advertiser Identity Reconciliation) to securely share hashed email data with advertisers.

To stay ahead:

1. Audit Your Setup: Migrate to GAM’s responsive native templates.
2. Fuse SEO & Ads: Align native content with top keywords.
3. Test Video-Native: Pilot outstream units with Prebid demand.
4. Prep for Privacy Sandbox: Start contextual targeting trials.
5. Track Beyond RPM: Monitor Core Web Vitals and dwell time.

By blending Google’s tools with third-party innovation, publishers can future-proof revenue while keeping users engaged. The cookie era is ending—but for agile publishers, the native ad gold rush is just beginning.

---

Ready to scale your ad revenue? Get started here!