diff --git a/3p/3p.js b/3p/3p.js
index f49ac18a9fa5..dbba876e5084 100644
--- a/3p/3p.js
+++ b/3p/3p.js
@@ -271,6 +271,7 @@ function validateAllowedFields(data, allowedFields) {
     mode: true,
     consentNotificationId: true,
     ampSlotIndex: true,
+    adHolderText: true,
   };
 
   for (const field in data) {
diff --git a/extensions/amp-ad/0.1/amp-ad-ui.js b/extensions/amp-ad/0.1/amp-ad-ui.js
index 67c2e988829f..98773bd7f3ab 100644
--- a/extensions/amp-ad/0.1/amp-ad-ui.js
+++ b/extensions/amp-ad/0.1/amp-ad-ui.js
@@ -95,6 +95,8 @@ export class AmpAdUIHandler {
     if (isExperimentOn(this.baseInstance_.win, 'ad-loader-v2')) {
       content.setAttribute('experiment2', '');
     }
+    // TODO(aghassemi, #4146) i18n
+    content.setAttribute('data-ad-holder-text', 'Ad');
     uiComponent.appendChild(content);
 
     this.baseInstance_.element.appendChild(uiComponent);
diff --git a/extensions/amp-ad/0.1/amp-ad.css b/extensions/amp-ad/0.1/amp-ad.css
index 032180e28bfd..2b9cc29e2921 100644
--- a/extensions/amp-ad/0.1/amp-ad.css
+++ b/extensions/amp-ad/0.1/amp-ad.css
@@ -47,6 +47,7 @@ amp-embed iframe {
 
 .i-amphtml-ad-default-holder:after {
   content: "Ad";
+  content: attr(data-ad-holder-text);
   background-color: rgba(0, 0, 0, 0.5);
   border-radius: 2px;
   color: #fff;
diff --git a/extensions/amp-ad/0.1/test/test-amp-ad-ui.js b/extensions/amp-ad/0.1/test/test-amp-ad-ui.js
index 6a0ce1e04aba..316bd8cad917 100644
--- a/extensions/amp-ad/0.1/test/test-amp-ad-ui.js
+++ b/extensions/amp-ad/0.1/test/test-amp-ad-ui.js
@@ -104,7 +104,10 @@ describes.realWin('amp-ad-ui handler', {
       sandbox.stub(adImpl, 'toggleFallback', () => {});
       uiHandler.applyNoContentUI();
       return promise.then(() => {
-        expect(adImpl.element.querySelector('[fallback]')).to.be.ok;
+        const el = adImpl.element.querySelector('[fallback]');
+        expect(el).to.be.ok;
+        expect(el.children[0]).to.have.class('i-amphtml-ad-default-holder');
+        expect(el.children[0]).to.have.attribute('data-ad-holder-text');
       });
     });