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 content option 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.
