Native Feed Ads

Welcome to Native & Search’s new Native Feed Ads (NFA), which was previously called Dynamic Product Ads!

Important

This guide provides you with the basic steps on how to get started and what you need to know in order to take advantage of this new Native & Search feature set. For managed accounts, be sure to contact your Native & Search account team for greater assistance in setting up and launching your catalogs and product feeds.

What are Native Feed Ads?

Native Feed Ads are feed-based ads that you can personalize, depending on each of your customer’s unique shopping history and buying habits. For example:

example dpa ads

In the mobile display on the left, people viewed this particular designer spring jacket on your website. Those people are then automatically served NFA for the same or a similar product, shown in the mobile display on the right.

These ads are ideal if you’re running an e-commerce or travel business, with large product catalogs.

Key Benefits

Native Feed Ads offer the following advantages for Native & Search advertisers:

  • Relevance: Display products to shoppers who have interacted with your products or shown interest to those products on your website.
  • One-time Setup: No need to constantly refresh your creative - use your catalog feed to automatically create native ads, saving you time and effort.
  • Personalized Creative: Dynamic ads automatically update according to your shoppers’ buying habits.
  • Scale: Rely on Oath’s massive reach to connect you to your target audience throughout the path to purchase.

Terminology

A product feed, also known as a product catalog, is a data file that consists of an advertisers’ product information, leveraged by any commerce advertiser across verticals, like Retail, Travel and Auto. You can create, build and optimize product feeds in the Native & Search UI by accessing the Product catalog from the Shared Library dropdown menu.

product catalog dropdown

Using a product feed means that you can retarget your customers by taking advantage of Oath Ad Platform tools for dynamic creative optimization and simplified campaign setup and maintenance, so you can scale on the Oath marketplace.

Retargeting ads automatically promote your products at scale to users who have visited your site with targeted creatives based on users’ interests. Studies indicate that users who are exposed to Retargeting ads and Native ads are up to 9x more likely to convert compared to Native-only.

Native Feed Ad Formats

The power of this ad solution is that one product feed enables you to work with multiple native ad formats, i.e., single image ads, carousel feed ads, mail shopping ads (in Beta) and native mail ads.

product catalog feed formats
Ad Format Description Serving Availability
Carousal feed ads Multiple image formats enable you to tell users a visual story, with each image linking to a unique landing page. Carousel ads are the preferred format to serve for Native Feed Ads, since they drive a higher CTR. Products are displayed based on recently viewed images, and/or related products within the same category. Product/category bid levels are also taken into account. Desktop & mobile
Standard Native ads Single image format served when inventory is not enabled for Carousel ads. The most recently viewed product will appear within the single image. Product/category bid levels are also taken into account. Desktop & mobile
Mail Pencil ads Pencil ad format served at the top of a users Yahoo Mail inbox. The most recently viewed product will appear within the single image. Product/category bid levels are also taken into account. Desktop & mobile

Integration Timeline

The integration timeline to go live with Native Feed Ads is typically 2 to 6 weeks, depending on a number of factors that may include the size of your product catalog, the number of product feeds and product sets you wish to generate, customization strategies, and so on.

integration timeline