# DV360 Native Guide ## Project Knowledge for Claude and ChatGPT **Version:** 1.0 **Purpose:** Give the DV360 Agent evidence-led decision logic for planning, buying, building, auditing, optimising, measuring, testing, and quality-assuring native advertising in Display & Video 360. **Companion guides:** Use alongside the related operating and specialist guides in this knowledge library. --- # 1. Purpose This guide teaches the DV360 Agent to treat native advertising as a distinct format and inventory experience, not as a standard banner with a different label. Native advertising can support: - Content-led discovery - Brand and product awareness - Consideration - Qualified site engagement - Lead generation - Sales - Retargeting - Message sequencing - Publisher-context activation In a native creative, the advertiser supplies components while the publisher or exchange controls how the components are arranged within the available layout. Performance therefore reflects the interaction of creative components, publisher rendering, audience, context, placement, supply path, bidding, destination, and measurement. The purpose is not to maximise clicks. The purpose is to create relevant, transparent, measurable advertising that fits the environment without misleading the user or sacrificing business quality. --- # 2. Agent Mandate When using this guide, the DV360 Agent must: 1. Start with the advertiser's approved business and communications objective. 2. Define native's role in the wider media plan. 3. Separate native display, native video, and other currently supported native implementations. 4. Document what the advertiser supplies and what the publisher or exchange controls. 5. Review representative renderings rather than assuming one fixed layout. 6. Validate destination, tracking, Floodlights, analytics, and qualified outcomes before scaling. 7. Diagnose audience, placement, creative, rendering, supply, and measurement together. 8. Avoid deceptive editorial mimicry or unsupported claims. 9. Apply placement exclusions only with evidence and accountable approval. 10. Use controlled tests where the cause of performance differences is uncertain. 11. Require human approval before publishing, assigning, or changing live creative or inventory. 12. Escalate proposition, brand, legal, cross-channel budget, or publisher-commercial decisions to the accountable owner. --- # 3. Native Advertising Principles ## 3.1 Native should fit, not deceive The creative should work naturally within the environment while remaining recognisably advertising. Native must not obscure the advertiser's identity or imitate editorial content in a misleading way. ## 3.2 Rendering is variable Headlines, descriptions, images, logos, advertiser names, calls to action, and display URLs may appear differently across publisher templates. Some supplied fields may not appear in every layout. ## 3.3 Asset completeness affects opportunity Providing complete, suitable component sets can improve compatibility with more eligible layouts. Missing or weak components can restrict supply or create poor rendering. ## 3.4 Clicks are ambiguous A click may represent genuine interest, curiosity, confusing presentation, accidental interaction, or an intrusive placement. Validate landing behaviour and qualified outcomes. ## 3.5 Context is part of the creative experience The same component set can feel credible in one publisher environment and irrelevant in another. Publisher, page, app, device, and content context must be considered. ## 3.6 Native attribution is not incrementality Strong post-click or post-view attribution does not automatically prove that native created an additional business outcome. --- # 4. Native Roles and Success Measures ## Awareness and discovery Use when native must introduce a brand, product, problem, or category within relevant content environments. Primary measures may include: - Eligible or on-target reach - Incremental reach - Viewable exposure where supported - Brand or search lift - Qualified content engagement ## Consideration Use when native must encourage product exploration, education, comparison, or journey progression. Primary measures may include: - Qualified sessions - Engaged visits - Product views - Journey starts - Consideration lift ## Performance Use when native has a credible path to qualified leads, approved applications, purchases, revenue, or margin. Platform conversions may support bidding, but business systems should validate outcome quality. ## Retargeting Use when native provides a stage-specific message to an eligible known audience. Apply suppression, recency, frequency, customer-stage, and privacy controls. ## Publisher-context role Use when the publisher's environment, editorial adjacency, or first-party audience creates a distinct strategic value. The claimed value must be defined and tested. --- # 5. Native Format Architecture ## Native site creative The advertiser supplies assets such as images, copy, advertiser identity, call to action, and destination. The publisher or exchange arranges those assets to match the page or app layout. ## Native video Native video includes a video asset and accompanying native components, but implementation and availability can depend on the exchange, deal, and publisher. Verify current DV360 and seller requirements before recommending or building it. ## Native app inventory App environments require app identity, app-ads.txt considerations, rendering checks, software development kit quality, device behaviour, and invalid-traffic controls. ## Native publisher or deal formats Some publishers or exchanges may offer specific native formats through deals. Use the PMP and Supply guides to assess inventory definition, access, supply route, floor, quality, and measurement. ## Decision rule Do not describe every content-matched, high-impact, or customised unit as native. Confirm the actual creative type, line-item compatibility, rendering method, and inventory source. --- # 6. Required Inputs Before planning or auditing, gather: ## Business - Product or service - Market - Objective - Qualified outcome - Offer, price, and availability - New versus existing customer priority ## Audience and context - Intended audience - Customer stage - Publisher or content role - First-party, platform, publisher, marketplace, or contextual targeting - Existing-customer and converter suppression ## Inventory - Publisher, site, app, or package - Exchange or SSP - Deal ID and deal type where relevant - Device and environment - Supply-path and seller information where available - Suitability and verification requirements ## Creative - Logo - Landscape and square imagery where required or supported - Headline and alternate headline - Description and alternate description - Advertiser name - Call to action - Display URL - Landing page - Video and cover image where relevant - Language, rights, and approvals ## Measurement - Floodlights - Campaign Manager 360 workflow where used - Impression and verification trackers where supported - Analytics and CRM outcomes - Attribution windows - Conversion lag - Incrementality plan Do not invent specifications, asset limits, tracker compatibility, or measurement support. Verify current official documentation. --- # 7. Creative Component Framework Official DV360 guidance states that native site creative is built from a bundle of supplied assets and rendered by the publisher or exchange in a layout suitable for the page or app. ## Brand logo The logo should remain recognisable at small sizes and against different backgrounds. Avoid fine detail, unclear lockups, or unapproved variations. ## Landscape image Use a clear focal point, suitable composition, and enough safe area to survive cropping. Avoid embedding essential copy inside the image. ## Square image Create a deliberate square composition rather than a careless crop of the landscape asset. ## Advertiser name Use the approved public-facing brand or business name. Do not use internal campaign labels. ## Headline Communicate relevance and proposition clearly. It should remain truthful without depending on a specific image placement. ## Long headline Use when supported to express added meaning, not to repeat the short headline mechanically. ## Description Provide useful proof, detail, or context. Do not overload the description with several benefits. ## Long description Use for layouts that permit more text. Important meaning should not exist only in the long version because some layouts may not show it. ## Call to action Match the customer's stage and the actual landing experience. ## Display URL Keep it recognisable, accurate, and consistent with the destination. ## Landing page The destination must continue the same product, proposition, offer, language, and action. --- # 8. Creative Decision Rules ## Rule 1: Write components to work independently A headline may appear without the long description. An image may crop differently. Every component should remain useful and truthful under likely combinations. ## Rule 2: Do not place essential copy inside imagery Publisher crops and device layouts can make embedded text unreadable or remove it entirely. ## Rule 3: Brand clearly Native integration must not hide advertiser identity. ## Rule 4: Avoid clickbait Curiosity can increase clicks while damaging trust and qualified outcomes. Headlines must accurately represent the destination. ## Rule 5: Distinguish customer problem from publisher context A contextually relevant page does not automatically make an irrelevant proposition useful. ## Rule 6: Use one main proposition Asset-level variations can explore different propositions, but one rendered ad should have a clear hierarchy. ## Rule 7: Provide complete variants Where optional assets improve compatibility, provide them when production quality can be maintained. ## Rule 8: Localise all components Check text length, imagery, advertiser name, offer, call to action, price, product availability, culture, and destination. ## Rule 9: Do not trust preview alone A platform preview may not represent every publisher rendering. Review representative live or publisher-specific renderings where possible. ## Rule 10: Evaluate qualified response CTR is diagnostic. Use landing quality, qualified outcome, business value, or brand impact for final decisions. --- # 9. Rendering Governance Rendering is a shared responsibility between the supplied component set and the publisher or exchange layout. ## Required review - Component visibility - Image cropping - Text truncation - Logo legibility - Advertiser identity - Call-to-action rendering - Display URL - Disclosure - Destination - Device and orientation - Page or app context ## Decision rules - Do not assume all components appear in every placement. - Do not blame the creative when a publisher template created the issue without evidence. - Do not blame the publisher when the asset set was incomplete or poorly designed. - Document recurring rendering problems by publisher, app, exchange, deal, device, and component. - Exclude or correct at the narrowest effective level. - Treat material misleading rendering as a priority risk. --- # 10. Native Video Framework Native video combines a video exposure with native component rendering. Availability and required setup can vary by seller or deal. ## Planning questions - What inventory and deal provide access? - Is the video autoplay, click-to-play, sound-on, or sound-off under the stated implementation? - What cover image or end state is used? - Which headline and description fields render? - What events can be tracked? - What completion and viewability definitions apply? - Does the format support the communication job? ## Decision rules - Do not assume native video behaves like standard in-stream video. - Do not compare completion without considering autoplay, duration, player, and sound. - Creative must work visually even when sound is absent. - The headline, image, video, and landing page must express the same proposition. - Verify current DV360 and inventory-provider requirements before setup. - Do not assume third-party video tags or trackers are supported unless current documentation confirms it. --- # 11. Placement and Context Strategy Native value often depends on the relationship between message and environment. ## Placement dimensions - Publisher - Site or app - Section or category - Page or content topic - Device - Position - Exchange or deal - Format and rendering template ## Contextual strategy Use keywords, categories, topics, publisher sections, or curated packages where current product support and advertiser policy allow. ## Decision rules - Contextual relevance does not prove user intent. - A publisher's reputation does not make every page suitable. - A high-performing site may reflect audience or supply differences rather than context alone. - Avoid combining restrictive audience, context, publisher, device, and quality controls without understanding scale loss. - Use the Supply Guide for seller and route evaluation. - Use the PMP Guide for private or guaranteed access. --- # 12. Allowlist and Blocklist Governance ## Allowlist Use when strict publisher control, regulatory requirements, a defined editorial strategy, or a controlled test justifies reduced scale. ## Blocklist Use for documented unsuitable, misleading, invalid, irrelevant, or persistently weak inventory after alternative causes have been considered. ## Rules - Record the evidence and reason. - Apply controls at the narrowest effective level. - Review inherited and global lists for relevance. - Define reinstatement and exception processes. - Do not exclude on CTR alone. - Do not assume an allowlist guarantees high quality. - Monitor scale, frequency, and cost after every material restriction. --- # 13. Audience Framework Use the DV360 Audience Guide as the primary audience operating system. Assess: - Prospecting versus retargeting - First-party data - Platform audiences - Publisher audiences - Marketplace audiences - Contextual targeting - Expansion settings - Customer suppression - Overlap and saturation ## Decision rules - Audience labels do not prove relevance. - Narrow targeting can increase cost and frequency. - Context may be more transparent than opaque segment data. - Publisher audiences require provenance, freshness, consent, scale, and measurement evidence. - Retargeting should use stage-specific messaging and completed-outcome suppression. - Do not use protected or sensitive traits discriminatorily. --- # 14. Supply and Deal Governance Native inventory can be available through Open Auction, packages, PMPs, Preferred Deals, or Programmatic Guaranteed arrangements, depending on current supply. ## Review - Publisher and inventory definition - Exchange or SSP - Deal ID and type - Direct or reseller status where available - ads.txt or app-ads.txt participation - SupplyChain information where available - Floor or fixed price - Unique versus duplicated access - Rendering and measurement support - Suitability and verification - Business outcomes ## Decision rules - Private does not automatically mean premium. - Lower CPM does not automatically mean efficiency. - Direct supply is not automatically superior. - A native package must define what makes it distinct. - Preserve useful scale and unique reach. - Do not rank sellers or publishers without scoped evidence. --- # 15. Viewability and Quality Official DV360 native site creative documentation states that viewability support for native display is limited in the described implementation. Measurement support can change and must be verified before campaign design. ## Quality dimensions - Measurability - Viewability where supported - Invalid traffic - Brand safety and suitability - Publisher and app transparency - Rendering quality - Ad disclosure - User experience - Landing-page quality ## Decision rules - Absence of viewability data is not proof of zero exposure. - Viewability availability may differ by inventory source. - Do not compare measured and unmeasured supply as if coverage is equal. - Do not use high viewability as proof of persuasion. - Do not use click-through rate as a substitute for quality. - State verification and measurement limitations explicitly. --- # 16. Tracking and Measurement Governance Official native site creative guidance describes serving-property options and notes specific tracking limitations in the documented workflow. Current compatibility must be verified before implementation. ## Required record - Floodlight activities - Landing URL - Campaign Manager 360 tracking workflow where used - Impression trackers where supported - Verification script where supported - Attribution model and windows - Analytics and CRM outcomes - Conversion lag ## Decision rules - Do not assume standard display trackers are supported for native. - Do not paste trackers into unsupported fields. - Test landing and tracking before launch. - Separate platform, ad-server, analytics, and business outcomes. - Treat post-view outcomes as attributed influence, not automatic causality. - Use experiments when incremental impact matters. --- # 17. Landing-Page Continuity A native click creates an expectation from headline, image, description, publisher context, and call to action. ## Review - Product and proposition match - Offer and price match - Language and market match - Page speed and mobile usability - First-screen clarity - Privacy and consent - Journey depth - Tracking - Product availability - Error handling ## Decision rules - Do not optimise media around a broken or mismatched destination. - High clicks with weak engagement often indicate expectation failure. - Publisher context can create expectations that the landing page must resolve. - Use qualified sessions or deeper outcomes instead of clicks when appropriate. --- # 18. Campaign Architecture ## Campaign and insertion order Use meaningful objective, market, budget, flight, or governance boundaries. ## Line item Separate native line items where a material difference exists in: - Native display versus native video - Prospecting versus retargeting - Open Auction versus deal - Audience or contextual strategy - Bidding approach - Market or language - Test cell - Measurement or contractual requirement ## Fragmentation rule Before adding a line item, ask: - Is independent budget or control necessary? - Is there a distinct hypothesis? - Is there sufficient scale? - Can frequency be managed coherently? - Will the result change a decision? If not, consolidate. --- # 19. Bidding and Budget Decisions Before changing bidding or budget, validate: - Business outcome - Floodlight and tracking integrity - Qualified outcome quality - Audience scale - Placement and supply mix - Creative rendering - Frequency - Viewability coverage where relevant - Landing experience - Marginal headroom ## Budget increase rule Scale only when the next investment has a credible path to valuable reach, engagement, or qualified outcomes. ## Bid increase rule Increase bids only when additional access is valuable and the expected price remains commercially defensible. ## Target adjustment rule Do not loosen a target merely to spend or tighten it merely to improve average efficiency. Assess the lost valuable volume and marginal outcome. ## Underdelivery rule Check creative approval, native eligibility, asset completeness, audience, inventory, deal, bid, floor, geography, device, frequency, policy, and dates before changing one setting. --- # 20. Native Audit Workflow ## Stage 1: Define the decision Examples: - Which native placements should retain budget? - Is weak performance caused by audience, rendering, or destination? - Should native replace or complement standard display? - Is a private native package worth its premium? - Which creative concept should receive more production? ## Stage 2: Validate data - Scope, dates, currency, and timezone - Creative and placement IDs - Attribution windows - Floodlights - Analytics and CRM - Conversion lag - Recent changes ## Stage 3: Review delivery - Spend - Impressions - Reach - Frequency - Clicks - Pacing - Eligibility ## Stage 4: Review inventory - Publisher, site, app, section, placement, exchange, and deal - Web versus app - Open Auction versus private - Supply path - Concentration and long tail ## Stage 5: Review audience - Prospecting and retargeting - First-party, platform, publisher, marketplace, and contextual - Suppression - Overlap - Expansion ## Stage 6: Review creative and rendering - Component completeness - Headline and description - Images and logo - Call to action - Truncation and cropping - Native video behaviour where used - Destination continuity ## Stage 7: Review quality - Viewability coverage - Invalid traffic - Suitability - Disclosure - User experience - Tracking compatibility ## Stage 8: Review outcomes - Platform response - Analytics engagement - CRM-qualified outcomes - Revenue or margin - Brand or incremental evidence ## Stage 9: Prioritise Return no more than five actions under Now, Next, and Test. --- # 21. Root-Cause Playbook ## High CTR, weak landing engagement Investigate clickbait, misleading imagery, accidental clicks, poor rendering, intrusive placement, slow destination, and audience mismatch. ## Low CTR, strong qualified outcomes The ad may attract fewer but more valuable users. Validate volume, placement, attribution, and profitability before changing it. ## One publisher performs strongly Check audience, rendering, device, context, supply path, and attribution before crediting the publisher alone. ## Native underperforms standard display Check whether the comparison controls audience, inventory, format, creative proposition, frequency, bidding, and destination. ## Native video completion is high but outcomes are weak Investigate autoplay, sound, duration, placement, message, audience, landing continuity, and forced exposure. ## Viewability is unavailable Document the measurement gap. Use other quality and business evidence, and avoid direct comparison with fully measured inventory. ## Creative underdelivers Check approval, assignment, supported component set, line-item type, inventory eligibility, deal, device, market, bid, and asset completeness. ## CPA rose after an allowlist was applied Investigate reduced scale, higher CPM, frequency concentration, audience overlap, publisher mix, and whether the quality gain justified the trade-off. --- # 22. Creative Fatigue and Saturation Potential fatigue indicators: - Frequency rises - Reach stalls - Qualified response weakens - Conversion rate falls - Headline or image response declines - The same component combination dominates - Offer or content becomes stale Alternative explanations: - Audience saturation - Publisher mix - Rendering change - Landing-page change - Offer weakness - Seasonality - Tracking failure ## Decision rules - Frequency alone does not prove fatigue. - CTR alone does not prove fatigue. - Refresh a concept when the central customer idea is weak. - Refresh an execution when the idea remains useful but presentation is stale. - Keep enough proven creative active while replacements are tested. --- # 23. Testing Principles Every native test must define: - Decision to inform - Hypothesis - Control - Treatment - One primary variable - Eligible audience and inventory - Format and rendering controls - Primary qualified outcome - Quality and frequency guardrails - Budget logic - Duration or power logic - Attribution and conversion-lag treatment - Contamination risks - Decision rule - Post-test action Do not claim statistical significance without adequate evidence and method. --- # 24. Native Test Library ## Native versus standard display Treat format and rendering as part of the treatment. Control audience, proposition, inventory quality, market, and frequency as far as possible. ## Headline proposition Compare materially different propositions, not punctuation or trivial wording changes. ## Image concept Compare distinct visual ideas while preserving the intended proposition. ## Square versus landscape asset strategy Assess layout compatibility, delivery, rendering, and qualified outcomes. Do not assume one ratio appears everywhere. ## Short versus long copy Test meaningfully different information depth while recognising that publisher templates may not render every field. ## Call-to-action test Use only when the action is material and the destination is controlled. ## Publisher-context test Compare relevant environments with a broader or alternative context while controlling the audience and creative. ## Audience versus contextual Test the value of user signals against page or publisher relevance. ## Open Auction versus PMP native Evaluate unique access, rendering quality, transparency, reach, cost, and qualified outcomes. ## Native video versus native display Treat video, autoplay, sound, inventory, and placement as part of the treatment. Do not claim pure creative causality. ## Landing-continuity test Change the destination while holding media and creative conditions stable where possible. --- # 25. Test Decision Rules - Select winners using the approved primary outcome. - CTR cannot select the winner when the objective is qualified conversion or brand impact. - Preserve suitability, disclosure, privacy, and frequency guardrails. - If the treatment improves clicks but weakens landing quality, it has not automatically won. - Label results directional when publisher rendering, audience, or inventory differs materially. - If neither cell has enough evidence, do not force a conclusion. - Document how the result changes future creative, supply, audience, or destination decisions. - Do not generalise one publisher or APAC market result without evidence. --- # 26. Measurement Framework Use three measurement jobs. ## Platform steering Floodlights, clicks, conversions, or other approved signals used for bidding and delivery decisions. ## Business reporting Analytics, CRM, qualified leads, revenue, margin, and customer outcomes. ## Causal learning Brand Lift, Search Lift, Conversion Lift, holdouts, geo experiments, or another approved method. ## Reporting requirements State: - Native format and inventory source - Rendering and asset limitations - Measurement provider - Viewability coverage - Click-through and view-through treatment - Attribution model and windows - Conversion definition - Conversion lag - Known tracking limitations --- # 27. Recommendation Card ## Native recommendation - **Finding:** - **Evidence:** - **Affected campaign, line item, publisher, placement, audience, or creative:** - **Root cause or hypothesis:** - **Business implication:** - **Rendering or creative implication:** - **Action:** - **Expected direction:** - **Confidence:** High / Medium / Low - **Effort:** High / Medium / Low - **Owner:** - **Approver:** - **Guardrails:** - **Review trigger:** - **Rollback condition:** --- # 28. Pre-Launch QA ## Strategy - Business objective and native role confirmed - Audience and context rationale documented - Primary outcome and guardrails documented - Native display or native video type confirmed ## Campaign - Correct advertiser, market, currency, timezone, dates, budget, pacing, bid, and status - Correct line-item type - Correct exchanges, deals, sites, apps, and devices - Frequency controls approved ## Creative - Required logo, images, headlines, descriptions, advertiser name, call to action, display URL, and destination complete - Short and long fields remain truthful independently - Square and landscape assets deliberately composed - Text is not embedded where cropping can remove it - Native video, cover image, and sound behaviour checked where applicable - Localisation, claims, disclosures, and rights approved ## Rendering and quality - Representative layouts reviewed - Cropping, truncation, logo, brand identity, and disclosure checked - Suitability and invalid-traffic controls approved - Measurement and verification compatibility confirmed ## Tracking - Landing page tested - Campaign Manager 360 workflow checked where used - Supported trackers validated - Floodlights tested - Attribution and conversion windows documented - Human approval recorded --- # 29. Post-Launch QA Check: - Approval and serving status - Assignment and eligibility - Spend and pacing - Publisher, site, app, exchange, deal, device, and placement mix - Representative rendering - Image cropping and text truncation - Advertiser identity and disclosure - Click and landing behaviour - Floodlight and tracker recording - Reach and frequency - Viewability coverage, invalid traffic, and suitability - Prospecting, retargeting, and suppression - Analytics, CRM, brand, and business outcomes after lag Record deviations, evidence, owner, corrective action, review trigger, and rollback condition. --- # 30. Governance Cadence Monitor material changes in: - Creative eligibility - Rendering quality - Publisher and exchange concentration - Reach and frequency - Click and landing quality - Viewability coverage - Invalid traffic and suitability - Floodlights and qualified outcomes - Rights and offer validity Periodically review: - Component completeness - Publisher templates and rendering issues - Allowlist and blocklist relevance - Native deals - Audience strategy - Creative concept backlog - Localisation - Tracking compatibility - Test roadmap - Retired assets, publishers, deals, and exclusions Use a cadence proportionate to spend, risk, flight, rights, and conversion lag. --- # 31. Prohibited Behaviours Never: - Treat CTR as the final native KPI. - Create deceptive editorial mimicry. - Assume all supplied components render in every placement. - Assume native is automatically more engaging than standard display. - Assume PMP native is premium or incremental. - Exclude publishers solely for low CTR. - Compare measured and unmeasured viewability as if coverage is equal. - Use unsupported trackers or claim compatibility without verification. - Compare creative without accounting for audience, publisher, device, and rendering. - Invent specifications, benchmarks, viewability coverage, or expected impact. - Claim a creative or deal has been activated without evidence. - Sacrifice privacy, legal, policy, suitability, disclosure, or brand controls for delivery. --- # 32. Default Agent Output **Mode selected:** Native Plan / Build Specification / Creative Review / Placement Audit / Performance Diagnosis / Optimisation / Experiment / QA ## Executive decision ## Facts ## Calculations ## Assumptions ## Unknowns ## Placement and supply findings ## Audience and context findings ## Creative and rendering findings ## Quality and measurement findings ## Recommended actions ### Now ### Next ### Test ## Escalation to Broader Stakeholders ## Decision block - **Decision:** - **Owner:** - **Action:** - **Guardrail:** - **Review trigger:** - **Confidence:** --- # 33. Suggested Test Prompts ## Landing quality conflict > Native CTR is high, but analytics engagement and CRM-qualified outcomes are weak. Diagnose headline, image, rendering, placement, audience, destination, and tracking before recommending exclusions. ## Native versus display > Native has lower CPM and higher CTR than standard display, but the same qualified CPA. Determine whether native should receive more budget. ## Publisher rendering > The same native creative performs differently across publishers. Separate rendering, audience, context, supply path, device, and measurement effects. ## Native video > Native video completion is high, but brand and business outcomes are flat. Review autoplay, sound, duration, placement, creative, and attribution. ## Viewability limitation > Some native inventory has viewability reporting while other inventory does not. Explain how to evaluate quality without creating a false comparison. ## PMP native > A native PMP costs more than Open Auction and is described as premium. Define what must be proven before renewal. --- # 34. Source and Freshness Notes Official DV360 native site creative guidance states that advertisers provide a bundle of images, copy, and a call to action, while the publisher or exchange arranges and renders the components for the page or app. The same guidance lists creative components, notes that certain fields appear only in some layouts, describes limited viewability support in the documented native-display implementation, and explains specific tracking options and limitations. Creative may be uploaded or linked from Campaign Manager 360, assigned to compatible line items, and checked for specifications and approval before launch. This file contains no company-specific branding, proprietary framework name, confidential benchmark, private campaign performance claim, or partner ranking. Platform formats, asset requirements, rendering, inventory availability, tracking options, and measurement support can change. Verify current official documentation before implementation. --- # 35. Final Instruction Native performance is created by the interaction of objective, audience, context, publisher rendering, components, placement, supply path, frequency, destination, bidding, and measurement. The DV360 Agent must diagnose that complete system before prescribing changes. Where evidence cannot isolate creative, rendering, context, or supply as the cause, the Agent must state the uncertainty and design a controlled test.