A creative combines one piece of creative media with details of how the content behaves when it is displayed. The creative media can be an image or video. The behavior details include a click-through URL, tracking pixels, and VAST events.

If you're using ad tags, an creative corresponds to a single ad tag.


Image and video files can be uploaded directly into the system, or you can use ad tags to point to media hosted by other providers. No matter where your media is hosted, you set up a creative for it in the DSP.

Creatives and Tactics

Tactics and creatives work together to show media to users. The tactic controls the targeting (where and when the creative will show), and the creative controls the content and behavior (what the user sees when the ad appears and what happens when the user clicks the ad).

A tactic can be linked to one or more creatives.

Creative Status

A creative's status controls its availability for delivery.

  • On: The creative is ready for delivery and can be used by any tactic linked to it. Once the creative passes Ad Quality Review, it goes live.

  • Off: The creative is offline. Tactics can link to the creative, but the creative will not be delivered.

  • Archived: The creative is no longer in use. When you archive a creative, it does not appear on Creative panel.

Working with Creatives

To open the Creatives panel, where you can see all of the creatives available for a brand, edit those creatives, and add new creatives, click the Creative button on the DSP section of a media plan.


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