This article describes the various creative types supported by display line items in Google Ad Manager, including standard image and HTML5 creatives, as well as more advanced options like third-party, Campaign Manager 360, native, custom, and template-based creatives. It also highlights the distinction between mobile web and mobile app creatives.
Display line items support a variety of creative types to help your advertisers deliver their message. See also Types of video creatives . Visit Third-party impression tracking URL counting to learn about impression counting of tracking URLs.
Mobile creatives
Mobile creatives are not a creative type in themselves but may be created and managed under several display creative types . The kind of creative you can traffic depends on whether the ad creative is intended to show in a mobile web browser or mobile app .
Important:Beginning from mid-August 2025, partners using Google Ad Manager, Google Ad Manager 360, Google AdMob, Campaign Manager 360, Search Ads 360, or Display & Video 360 will be asked to declare if you intend to run political advertising as defined in the Platforms program policies section on European Union (EU) political advertising .
If you declare “Yes” by selecting the Creative contains EU political contentoption in the "Advanced settings" for a creative, restrictions will automatically apply once the new policy launches in late September.
Image
Upload standard images or specify URLs of creatives hosted on third-party ad servers. Learn more about adding an image creative .
HTML5
Upload an HTML5 zip file to create rich ad experiences. Learn more about HTML5 .
Third party
Use code from third-party ad servers. Learn more about developing and managing third-party creatives .
Campaign Manager 360
Use redirect URLs generated under Campaign Manager 360. Learn more about Campaign Manager 360 .
Native format
Use standard or custom native formats. Learn more about native ads .
Custom
Supply your own code to create rich ad experiences. Learn more about setting up and managing custom creatives .
Custom creative template
Use templates defined in your network. May be prompted to input information or upload files. Learn more about traffic with creative templates .
Standard creative template
Use templates included in Ad Manager by default. Templates support a variety of ad experience. Learn more about standard creative templates .
