Is var necessary when declaring Javascript variables?

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Javascript: is using 'var' to declare variables optional?

When creating variables in javascript is adding "var" before the variable name a must?

For example instead of

var message = "Hello World!"

can I use

message = "Hello World!"

?

I notice that scripts like Google Adsense don't use var

Example:

google_ad_width = 160;
google_ad_height = 600;
google_color_border = "000000";
google_color_bg = "ffffff";
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