Overview
Creatives are the actual ad content that users see - the videos, images, text, and interactive experiences that bring your brand message to life. In the Scope3 platform, creatives are created and stored at the Brand Agent level (the advertiserโs account), then referenced by multiple campaigns as needed.Creative Architecture
How Creatives Work
Creatives implement specific formats using assets: Key Concepts:- Assets - The actual media files (images, videos, text) you provide
- Format - The AdCP specification that defines requirements
- Creative - Implements a specific format using your assets
- Delivery - Creative is delivered to campaigns that need that format
Asset Requirements
Two Asset Hosting Options:- Your CDN
- REST API Upload
Host assets on your infrastructureRequirements: Assets must be publicly accessible with HTTPS URLs
Core Creative Concepts
1. Creative Types
๐ฌ Video
Connected TV & Online Video
- 15s, 30s, 60s formats
- VAST/VPAID compatible
- Adaptive bitrate streaming
- Captions and overlays
๐ผ๏ธ Display
Banner & Rich Media
- Standard IAB sizes
- Responsive layouts
- Retina-ready graphics
- HTML5 animations
๐ Native
In-Feed & Content
- Headline + description
- Sponsored content format
- Platform-native styling
- Multiple image ratios
๐ฎ Interactive
HTML5 & Playables
- Rich interactive experiences
- Game demos
- Product configurators
- AR/VR experiences
๐ง Audio
Podcast & Streaming Audio
- Podcast ad insertions
- Streaming music platforms
- Digital radio spots
- Companion display units
๐บ DOOH
Digital Out-of-Home
- Digital billboards
- Transit displays
- Retail screens
- Venue-based media
2. Creative Formats
Creatives implement specific formats defined by publishers and standards bodies. Each creative targets one format. Publishers define their supported formats through the Ad Context Protocol (ADCP).3. Creative Assignment Pattern
Creatives follow a create-once, use-many pattern: Benefits:- Efficiency: Upload once, use everywhere
- Consistency: Same creative across campaigns
- Performance Tracking: See which creatives work best
- A/B Testing: Easy creative rotation
Creative Lifecycle
Automatic Tracking
When you create a creative, the platform automatically generates tracking URLs if the format supports them. This happens transparently during creative creation - no manual setup required.How Auto-Tracking Works
Automatic Detection: The platform checks the creative format for
impression_tracker and click_tracker asset support. If the format includes these assets, tracking URLs are automatically generated and injected into your creative.Tracker Types
| Tracker | Endpoint | Purpose | Special Parameters |
|---|---|---|---|
| Impression Tracker | /imp | Fires when ad is displayed | p=1 (return pixel flag) |
| Click Tracker | /clk | Fires when ad is clicked | rurl={REDIRECT_URL} |
Tracking URL Structure
Generated tracking URLs follow this structure:- Impression Tracker
- Click Tracker
dsid- Your customer dataset ID (hardcoded at creation)cid- Creative ID (hardcoded at creation)camp- Campaign ID macro (filled at ad serving)axem- Emissions tracking macrop=1- Return pixel flag (triggers 1x1 pixel response)
Universal Macros
Scope3 uses ADCP Universal Macros - placeholders that get replaced with actual values at impression time. The formatโssupported_macros array determines which macros are included in your tracking URLs.
Required Macros (Always Included)
Required Macros (Always Included)
| Macro | Parameter | Description |
|---|---|---|
{CAMPAIGN_ID} | camp | Campaign identifier |
{AXEM} | axem | Emissions tracking value |
Device & Environment Macros
Device & Environment Macros
| Macro | Parameter | Example Value |
|---|---|---|
{DEVICE_TYPE} | dtype | mobile, desktop, ctv |
{OS} | os | iOS, Android, tvOS |
{OS_VERSION} | osv | 17.2, 14.0 |
{DEVICE_MAKE} | make | Apple, Samsung |
{DEVICE_MODEL} | model | iPhone15,2 |
{APP_BUNDLE} | bundle | com.publisher.app |
{APP_NAME} | app | Publisher News App |
Geographic Macros
Geographic Macros
| Macro | Parameter | Example Value |
|---|---|---|
{COUNTRY} | country | US, GB, CA |
{REGION} | region | NY, CA, ON |
{CITY} | city | New York, London |
{ZIP} | zip | 10001, SW1A 1AA |
{DMA} | dma | 501 (New York) |
{LAT} | lat | 40.7128 |
{LONG} | long | -74.0060 |
Privacy & Compliance Macros
Privacy & Compliance Macros
| Macro | Parameter | Example Value |
|---|---|---|
{GDPR} | gdpr | 1 (applies), 0 (doesnโt) |
{GDPR_CONSENT} | gdpr_c | TCF 2.0 consent string |
{US_PRIVACY} | us_p | 1YNN (CCPA string) |
{LIMIT_AD_TRACKING} | lmt | 1 (limited), 0 (allowed) |
{DEVICE_ID} | did | Mobile advertising ID |
{DEVICE_ID_TYPE} | did_type | idfa, aaid |
Video-Specific Macros
Video-Specific Macros
| Macro | Parameter | Example Value |
|---|---|---|
{VIDEO_ID} | vid | vid_12345 |
{VIDEO_TITLE} | vtitle | Breaking News Story |
{VIDEO_DURATION} | vdur | 600 (seconds) |
{VIDEO_CATEGORY} | vcat | IAB1 |
{CONTENT_GENRE} | genre | news, sports |
{CONTENT_RATING} | rating | G, PG, TV-14 |
{PLAYER_WIDTH} | pw | 1920 |
{PLAYER_HEIGHT} | ph | 1080 |
{POD_POSITION} | pod_pos | pre, mid, post |
{POD_SIZE} | pod_size | 3 |
{AD_BREAK_ID} | break_id | break_001 |
Placement Macros
Placement Macros
| Macro | Parameter | Example Value |
|---|---|---|
{PLACEMENT_ID} | pid | 12345678 |
{FOLD_POSITION} | fold | above_fold, below_fold |
{AD_WIDTH} | w | 300, 728 |
{AD_HEIGHT} | h | 250, 90 |
Example: Generated Tracking URLs
Hereโs what auto-generated tracking URLs look like for different format types:- Display Format
- Video/CTV Format
Format: Click Tracker:
display_300x250 with macros: DEVICE_TYPE, COUNTRY, PLACEMENT_IDImpression Tracker:Checking Format Support
To see if a format supports tracking, use thelist_creative_formats MCP tool and check for impression_tracker or click_tracker in the assets array:
Creative Creation Approaches
Choose from three approaches to create creatives:- 3rd Party Ad Server
- Native
- Creative Agent
Use existing ad server tags (e.g., Google CM360, Flashtalking)We take your ad server code and wrap it in a creative - itโs a single step:Best for: Teams with existing ad server relationships
How it works: Your ad server tag is passed through directly to publishers
Campaign Assignment
Creatives are assigned to campaigns during creation or via updates:Step 4: Performance Optimization
The platform automatically optimizes creative delivery based on performance:๐ Creative Rotation
Automatic A/B Testing
- Even rotation initially
- Performance-based weighting
- Winner emergence over time
- Statistical significance testing
๐ฏ Contextual Matching
Right Creative, Right Context
- Sports content โ Athletic creatives
- News sites โ Native formats
- Entertainment โ Video focus
- Shopping โ Product displays
โก Dynamic Optimization
Real-Time Adjustments
- Dayparting optimization
- Device-specific selection
- Audience resonance
- Fatigue management
๐ Format Adaptation
Cross-Platform Delivery
- Automatic format conversion
- Resolution optimization
- Bandwidth adaptation
- Platform compliance
Creative Best Practices
Quality Guidelines
๐ฌ Video Creatives
๐ฌ Video Creatives
Technical Requirements
- Resolution: 1920x1080 minimum (4K preferred)
- Frame rate: 24-30 fps standard
- Bitrate: 10+ Mbps for HD
- Audio: 128 kbps minimum stereo
- Hook within first 3 seconds
- Clear brand identification
- Captions for sound-off viewing
- Strong CTA in final frame
- Multiple duration versions (15s, 30s)
๐ผ๏ธ Display Creatives
๐ผ๏ธ Display Creatives
Design Standards
- High contrast for readability
- Mobile-first responsive design
- Retina-ready graphics (2x resolution)
- File size under 200KB for display
- 300x250 (Medium Rectangle)
- 728x90 (Leaderboard)
- 160x600 (Wide Skyscraper)
- 320x50 (Mobile Banner)
- 300x600 (Half Page)
๐ Native Creatives
๐ Native Creatives
Content Strategy
- Value-first messaging
- Editorial-style writing
- Authentic imagery
- Subtle brand integration
- Headline: 25-40 characters
- Description: 75-90 characters
- Clear value proposition
- Action-oriented CTAs
๐ง Audio Creatives
๐ง Audio Creatives
Technical Requirements
- Format: MP3 or AAC
- Sample rate: 44.1 kHz minimum
- Bitrate: 128 kbps minimum (192+ preferred)
- Duration: 15s, 30s, or 60s standard
- Clear audio without background noise
- Professional voice talent recommended
- Include companion display when supported
- Strong audio branding (jingles, sonic logos)
๐บ DOOH Creatives
๐บ DOOH Creatives
Technical Requirements
- Resolution: Match screen specifications
- Aspect ratios: 16:9, 9:16, 4:3 common
- File formats: MP4, JPEG, HTML5
- Duration: 10-15s for high-traffic locations
- High contrast for outdoor visibility
- Large text (readable from distance)
- Simple messaging (3-5 seconds to comprehend)
- Weather/daypart considerations
API Mapping
Core Creative Operations
Create Creative
POST /creatives - Add new creative to brand agent libraryList Creatives
GET /creatives - View all creatives for a brand agentUpdate Creative
PUT /creatives/{id} - Modify creative propertiesAssign to Campaign
PUT /campaigns/{id} - Assign creatives via campaign updateAdvanced Creative Tools
Format Discovery
list_creative_formats - Discover available formats and specs via MCPAsset Upload
POST /api/assets - Upload assets via REST API with multipart form-dataAsset List
asset_list - List uploaded assets via MCP toolPublisher Sync
sync_creative_to_publishers - Sync creatives to publisher platforms via MCPCommon Patterns
Multi-Format Campaign Launch with Asset Upload
Creative Performance Analysis
Troubleshooting
โ Creative Not Delivering
โ Creative Not Delivering
Common Causes:
- Creative not approved by publishers
- Asset URLs not accessible (403/404 errors)
- Format incompatible with inventory
- File size exceeds limits
โ ๏ธ Poor Performance
โ ๏ธ Poor Performance
Diagnostic Steps:
- Check creative age (fatigue after 4-6 weeks)
- Verify audience-creative match
- Review competitive landscape
- Test new variations
๐ Sync Issues
๐ Sync Issues
Publisher Sync Problems:
- Spec mismatches
- Missing required fields
- Approval delays