How to make styled native responsive banner ads

Responsive banner ads are flexible versions of the standard 320x50 banner ad. Instead of having fixed dimensions, a responsive banner ad's container adjusts to fit the creative.

A sample responsive banner ad

In this guide, we're going to create a simple responsive banner ad using a styled native ad template. This type of native template has only the HTML code. You must add the necessary JavaScript code and style element directly to your website to display the ad properly.

If you'd rather have all the necessary code (HTML, JavaScript and CSS) in the template, you should make your responsive banner ad using a custom native ad template instead. For more information on the differences between custom native ads and styled native ads, read About native ad templates.

Templates for custom native ad items are not compatible with styled native ad items, and vice-versa.

You will learn:

  1. How to create a template for a styled responsive banner ad. You can customize the sample code to fit your needs.
  2. How to create a styled responsive banner ad item once you have a styled responsive banner template.

How to create a styled responsive banner ad template

This template will require the user to provide the URL to where the image creative is hosted when creating the responsive banner ad item.

  1. Click Native Ad Templates in the left navigation menu to go to the Templates section.
  2. Click Add Native Ad Template in the Native Ad Templates table. The New Native Template window will appear.
  3. Click Styled. The New Native Ad Template page will appear.

Selecting a native template type

  1. Name the template then add an image URL variable. In our sample code, we called this variable ImageURL.
  2. Enter the code in the HTML Template (Styled) field, then click Save Changes.

Creating a styled native responsive banner ad template

Here's the code we used in our example:

    <div class="responsive-banner-container">
        <a target="_blank" href="[TRACKING_LINK]" class="responsive-image-container">
            <img class="responsive-image" src="[%ImageURL%]">
        <div class="responsive-banner-close-button-container">
            <span class="responsive-banner-close-button">×</span>

You can now use this template to create a styled responsive banner ad item.

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How to create a styled responsive banner ad item

  1. Go to the section of the relevant zone (Your AdButler > Publishers > Your Publisher > Your Zone) or campaign (Your AdButler > Advertisers > Your Advertiser > Your Campaign).
Styled native ad items can be assigned only to Native zones, with or without custom rendering enabled.
  1. Click Add Ad Item in the Ad Items table. The Add Ad Item window will appear.
  2. Click Native (Styled). The New Ad Item page will appear.

Creating a native (styled) ad item

  1. Select your responsive banner styled native template in the Template dropdown menu.
  2. Fill in the rest of the fields as needed, including the image URL. If you entered a destination URL, you can test it by clicking Open Destination URL to the right of the field.
  3. Click Save Ad Item.

Creating a responsive banner styled native ad item in AdButler

At this point, you have finished setting up the ad item on the AdButler interface. You must now add the JavaScript and style element needed to display this ad properly directly to your website. Here's the sample code that we used in our example. You must replace the zone tags and zone class in the code with your own zone tags and zone class.

<!DOCTYPE html>
<html lang="en">
            .responsive-banner-container {
                position: relative;
                margin: 0 auto;
                width: min-content;
                max-width: 100vw;

            .responsive-image-container {
                position: relative;

            .responsive-image {
                max-width: 100vw;

            .responsive-banner-close-button-container {
                position: absolute;
                top: 5px;
                right: 5px;
                cursor: pointer;

            .responsive-banner-close-button {
                width: 21px;
                text-align: center;
                display: inline-block;
                color: #ffffff;
                font-size: 18px;
                background: #000000;
                border-radius: 21px;
                user-select: none;
    <!-- To Edit 1: Replace Zone Tags below here with your own -->
    <script type="text/javascript">if (!window.AdButler){(function(){var s = document.createElement("script"); s.async = true; s.type = "text/javascript"; s.src = ''; var n = document.getElementsByTagName("script")[0]; n.parentNode.insertBefore(s, n);}());}</script>
    <div class="plc104335"></div>
    <script type="text/javascript">
        var AdButler = AdButler || {}; = || [];
        var abkw = window.abkw || '';
        var plc104335 = window.plc104335 || 0;
            var divs = document.querySelectorAll(".plc104335:not([id])");
            var div = divs[divs.length-1];
   = "placement_104335_"+plc104335;
  {handler: function(opt){ AdButler.register(######, ######, [0,0], 'placement_104335_', opt); }, opt: { place: plc104335++, keywords: abkw, domain: '', click: 'CLICK_MACRO_PLACEHOLDER' }});
    <!-- Replace Zone Tags above here with your own -->

    <script> () {
            // To Edit 2: Update this class with your zone's class
            var zoneClass = 'plc104335';
            var wrapper = document.querySelector('.' + zoneClass);
            wrapper.addEventListener(AdButler.EVENTS.LOAD, function (e) {

                <!-- Below code makes the close button functional -->
                var closeButton = document.querySelector('.' + zoneClass + ' .responsive-banner-close-button');
                closeButton.addEventListener('click', function () {
                    document.querySelector('.' + zoneClass + ' .responsive-banner-container').style.display = 'none';

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