Overview
This article explains how to configure creatives in
Equativ's UI. Before you start configuring creatives, prepare your
campaign and
insertion.
Creative template
To start configuring creatives, go to the
Creative template section.
In the Creative template section, a creative template is preselected depending on the Impression type and the Environment selected under Ad type:
Available options:
- Link to documentation - icon located between the creative template name and the pencil icon
- Pencil icon - access to the creative template editor; Note: official creative templates cannot be edited because they are managed by Equativ exclusively and made available to all Equativ customers
- Library - library to select an alternative creative template (more about the creative template library here):
- Official creative templates - created and maintained by Equativ
- Custom creative templates - custom creative templates created and maintained by Equativ's customer
- Parameters - access to the parameters of the selected creative template; to get more details about the parameters of each creative template, search for its name in the search box of this Help Center
- Custom script - option to serve additional code (e. g. additional tracking scripts, third party impression counting pixels, CSS code etc.); this field can also be used to paste Equativ's viewability module if the creative template (official or custom) does not support viewability measurement - read chapter "Viewability module in the Custom script field" here.
Adding creatives
In the
Creatives section of the insertion, click on
Add creative. You can:
- add a new creative (see chapter “Adding a new creative” below) or
- set up a creative from an existing creative that was uploaded previously (see “Setting up a creative from an existing one – creative library” below)
Adding a new creative
To add a new creative:
- click Add creative
- select from these options:
- From computer - to upload the creative file; Note: you cannot upload any creative files if your insertion belongs to an in-house advertiser; in this case, use the Paste URL option (more details on In-house ads here)
- Paste URL - URL to a remote creative hosted in a third party system
- Paste script - creative hosted in a third party system (e. g. agency system)
- Blocking creative - used to keep a format (ad slot) on the page empty; more details in section "Blocking creatives" below
- define a Name
- depending on your previous selection, upload the creative file, paste the URL of the creative or paste the creative script
- if needed, adapt the Width and Height (in case of From computer, the width and height of the uploaded file is used, by default)
- under Available formats, all the format(s) you selected under Placement is/are preselected; you can disable formats of a given creative, but once you will put your insertion online, it will have to contain at least one creative enabled on each of the insertion’s formats; if you have selected different types/sizes of formats under Placements, disabling the appropriate format on creative level is critical to avoid layout issues on your page — there is no automatic detection of the size yet. As a campaign manager, you are responsible to ensure that you enable only the formats that are compatible with a given creative. For instance, if you have selected a 728 leaderboard format and a 300x250 medium rectangle format under Placements, then both of these formats will be preselected when you upload your creatives; therefore, you must — manually — disable the leaderboard format in the medium rectangle creative and vice versa!; read more about the selection of multiple formats in section "Selection of multiple formats" here
- paste the clickthrough URL into the Click URL field. Keep in mind: the click URL must not contain any special characters (e. g. "é") due to potential issues with the redirection. In rare cases, a creative script – added using the Paste script option – may not handle the final redirection on its own; in such cases, you can add the click URL into the Click URL field. In any case, make sure you test if the redirection functions correctly, using the Creative preview feature (see section “Creative preview” below) or using the Live preview.
- optionally, select a Partner measurement script (more details below)
- in case of in-stream video creatives, add the UniversalAdId information, if applicable; read about this field in the Creating in-stream video insertions article
- paste a Custom script if needed – read more in section "Custom script (for creatives)" below;
- click Add creative
Bulk uploading creative files
To bulk upload multiple creative files in one step,
- click on Add one or multiple files
- select multiple creative files from your computer
- alternatively, drag and drop multiple creatives from your computer
- edit individual creatives (if needed), once all files are uploaded
Do
not zip your creative files if you want each of them to be created as an individual creative. An uploaded ZIP file will be created as an
HTML5 creative. Likewise, uploading multiple ZIP files will result in multiple HTML 5 creatives.
Note that bulk uploading multiple creative files is possible with this method only. With the method
Add creative >
Upload from computer, you can upload single creatives files only.
Setting up a creative from an existing one – creative library
When you set up a new creative from scratch, it is automatically stored in the creative library of the current advertiser. In other insertions under the same advertiser, you can then select the creative from the advertiser’s creative library, using the
Or create from an existing creative option.
When you configure a creative from an existing one, all fields (Name, Width, Height, Click URL etc.) are pre-selected/pre-filled. Changes you make to these pre-selected/pre-filled fields only apply to the current creative – they are not saved to the creative from which you are setting up your current creative.
To create
multiple creatives from existing ones:
- hold your mouse over the first creative you intend to select
- enable the checkbox in the top left corner of the creative icon (see screenshot above)
- repeat the process for each creative you want to select; you can select a maximum of 10 creatives
- click Create
- make adjustments if needed – you can modify individual creatives or bulk edit multiple creatives as described in chapter "Bulk editing creatives" below
Clickthrough URL validity The user interface checks if the clickthrough URL you entered is valid:
- URL must comply with the "typical" URL syntax: start with http/https/itms, followed by "://", potentially followed by "www.", followed by a pattern "xxx.yyy"
- If http/https/itms is not present, the URL must begin with one of the following:
- ...:// (a custom URL)
- market: (Android market)
- mailto: (mail client)
- tel: (telephone app; for mobile insertions only)
- sms: (messages app; for mobile insertions only)
Partner measurement scripts
Partner measurement scripts are scripts that can be served along with the creative (e. g. a script from a viewability measurement vendor that measures the viewability of the served creative).
To use this feature, send this information to your service contact at Equativ:
- your network Id or your network name
- the partner’s name
- the partner measurement script code itself with the required macros (see Macros)
- how you want the partner measurement script to be added to creatives:
- mode #1 - partner measurement script is added to each newly created creative by default, with the possibility to remove it on a case by case basis; optionally, you can ask your service contact at Equativ to add the partner measurement script to all insertions that are currently online in your network (one-time batch insertion update)
- mode #2 - partner measurement script is added manually by the campaign manager on a case by case basis
Once the setup is done, simply enable it in your insertion as shown in the screenshot above. In case of mode #1, the checkbox of the partner measurement script is checked by default; in case of mode #2, the checkbox is unchecked by default.
Custom script (for creatives)
You can add a custom script if your creative is set up with the option From computer or Paste URL; a custom script is any code to be served with this specific creative, e. g. additional tracking scripts, impression counting pixels, CSS code etc..
If the creative is set up with the Paste script option, paste additional code to be served into the Creative script field (together with the creative script itself).
The custom script (for creatives) supports a maximum of 6000 characters. If the limit is exceeded, a warning is shown and the ad is transformed into an HTML5 ad automatically.
The entire code of the ad (i. e. code written by Equativ plus code in the "Custom script" field) can consist of a maximum of 60000 characters.
HTML5 creatives
See
HTML5 creative configuration.
Image creatives
- click Add a creative
- choose from the options From computer or Paste URL (see "Adding creatives" above)
- upload the image file (gif, png etc.) / add the URL
- define the Click URL
Creative scripts
Pasting creative scripts
To traffic third party creative scripts (also known as “redirect tags” or “redirects”) from agencies or similar entities:
- go to the Creatives section of your insertion
- click on Add creative
- click on Paste script
- paste the script into the Creative script field
Formatting creative scripts
Once the script is pasted, it is automatically formatted: all required macros are inserted. At this time, automatic formatting is limited to scripts from the following third party systems: AdForm, Google Campaign Manager 360, Integral Ad Science (IAS), MOAT, Sizmek, Weborama.
Keep in mind
- Automatic formatting only works, if the script is pasted into the Creative script field; typing the script’s code manually will not trigger the formatting process!
- There is no option to revert back to the original version (prior to formatting) of the creative script.
- If you paste multiple creative scripts from different third party systems, only the first one will be formatted (no macros are inserted in any subsequent creative script). As a workaround, you can format them one by one:
- paste each creative script individually and let the system format each of them (i. e. let the system insert the appropriate macros)
- do not save the formatted creative scripts but copy/paste them into a local text file on your computer
- once you have formatted each individual creative script, paste the contents of your local text file (containing all the readily formatted creative scripts) into the Creative script field and save the insertion
Pasting the third party creative script can have 3 outcomes:
- the creative script is supported by Equativ’s automatic formatting feature and the macros are inserted automatically (this case is shown in the example screenshot below); in this case, simply save the creative and you are done
- the creative script is not supported by Equativ’s automatic formatting feature; in this case, please insert the macros manually, following the Macro documentation and the documentation of the third party system the given creative script originates from; additionally, reach out to your contact at Equativ to have your creative script formatted automatically in the future
- the creative script is supported by Equativ’s automatic formatting feature but no macros were inserted because there is no need to do so; in this case, simply save the creative and you are done
The example below shows a Google Campaign Manager 360 & Integral Ad Science creative script that was formatted automatically (all required macros inserted):
This table contains the macros inserted during the formatting process:
| Macro | Description |
|---|
| [timestamp] | random number to ensure cache busting |
| [countgo] | Equativ’s click counting URL |
| [sas_gdpr_applies] / [sas_gdpr_consent] | GDPR parameters |
| [sas_addtl_consent] | Google Additional Consent string (more details here) |
| [sas_bundleid] | Bundle ID of the app; inserted if applicable |
A complete reference of all macros is available
here.
The automatic formatting is also in place when pasting creative scripts into any of the two Custom script fields (under Creative template or when editing a creative configured with the "From computer" or "Paste URL" options).
- The redirection does not work if the click URL in an agency script contains special characters (e. g. "é"). If there is a special character, ask the agency/advertiser to either remove it or to generate a click URL that is free from special characters, using a URL shortener such as Bitly.
- If your website is loaded over https, Equativ ad tags, third party ad tags (agency scripts) and landing pages must be secure (https). Otherwise, the browser will show a security error.
- Creative script formatting works/does not work in these cases:
- works if the creative script contains the parameter and a placeholder; for instance, if the creative script contains the parameter click= and the placeholder $$$$ , then Equativ will be able to replace the placeholder by the Equativ click counting macro [countgo]; thus, the script formatter will convert click=$$$$ to click=[countgo]
- does not work if the creative script contains the parameter without any placeholder; for instance, if the creative script contains click= only, no macro will be inserted; in this case, please format the creative manually by adding the appropriate macro (ask the agency for guidance if needed)
- does not work if the creative script contains no parameter and no placeholder; in this case, please format the creative manually by adding the appropriate parameter and macro - ask the agency for guidance if needed
If you paste a third party tag from Google Ad Manager 360, the
Personalized Ad option in the
Delivery section of the insertion is enabled automatically. This minimizes counting discrepancies between Google Ad Manager 360 and Equativ. For more details about this option, see section "Targeting insertions to positive TCF consent (GDPR compliance)"
here.
Tracking pixels
Tracking pixels allow you to measure impressions, clicks or events/actions. They can be used in other creatives, on a website for impression counting, in a newsletter etc.
The following types of tracking pixels are available:
- Impression pixel – used to count impressions
- Click pixel – used to count clicks without redirection to a landing page
- Click command – used to count clicks and redirect to a landing page
- Tracking URL – used to count events/actions
To generate a tracking pixel:
- click Add creative
- select Generate a tracking pixel
- define a Name
- optionally, define a Click URL; if defined, you will get an Impression pixel, a Click pixel, a Click command and a Tracking URL; if no Click URL is defined, you will get an Impression pixel and a Tracking URL only
- click Generate pixel
To retrieve the pixel, click
Copy impression pixel URL or
Copy tracking URL or click on the arrow to display a sidebar which lists all URLs.
To ensure GDPR compliance, manually add the parameter
&gdpr_consent=[consent_string] to the Tracking pixels;
[consent_string] must be replaced by the TCF consent string; more details in
GDPR compliance - technical implementation.
A tracking pixel is never eligible for delivery when its insertion is selected (based on insertion priority, targeting criteria etc.). Since tracking pixels are always executed independently from regular ad calls and the insertion selection mechanism, they are counted as "Pixels" in reports, rather than as "Impressions". Likewise, the firing of tracking pixels does not count against the impression/click/event goal volume specified in the Delivery section of the insertion.
Insertions containing tracking pixels only
To create insertions that contain
tracking pixels only, use the following workflow:
- create a direct insertion
- under Ad type, select the impression type Display and the environment Web
- set the insertion priority to "Very low without capping" to ensure the insertion does not show up as a "real" insertion, competing with others, in the Forecast
- under Placement, you are free to select any site/page/format - the insertion as such will not be delivered there since tracking pixels are executed independently from regular ad calls and the insertion selection mechanism
- under Creative template, select the creative template "Tracking pixels" from the Custom tab in the creative template library (see screenshot below); this creative template has no parameters to be filled in; if this creative template is not available, reach out to your contact at Equativ to have it added to your network
- add the tracking pixel(s) as explained above
- to ensure the insertion is never selected and served when called form a publisher website, add a targeting criterion which can never be matched; e. g. target a key=value which is never passed in any ad call (e. g. equativinsertion=trackingpixelonly).
- put the insertion online
- retrieve your tracking pixels as explained above and implement them as usual
Blocking creatives
Blocking creatives are used to keep a format (ad slot) on the page empty: instead of a regular creative, a "blocking creative" (transparent 1x1 gif) is displayed. Blocking creatives are useful in case of the Creative display mode option "All", sometimes referred to as roadblocks: you can make sure that multiple creatives (from the same insertion) are always shown together to each user while keeping any other formats (ad slots) on the page empty (no ads from other advertisers are shown there). To set up "roadblock" insertions:
- create the insertion as usual
- in the Placement section, select the formats (e. g. leaderboard, skyscraper, rectangle)
- upload/configure the creatives you received from the advertiser/agency (e. g. leaderboard, skyscraper and rectangle creatives)
- enable each creative on the appropriate format only (e. g. enable the leaderboard creative on the leaderboard format only etc.)
- create a Blocking creative for each additional format (e. g. Interstitial etc.) that you have on your pages but that you want to remain empty whenever this insertion is delivered to a user; with these Blocking creatives you "block" any ads (from other advertisers/insertions) on the given format (ad slot)
- Creative rotation modes do not apply to blocking creatives!
- Blocking creatives are treated like "normal" creatives:
- they generate impressions and are not treated/counted as pixels
- their impressions are counted as part of the insertion's delivered volume
- they are billed as regular impressions
Bulk editing creatives
To bulk edit multiple creatives, enable their checkboxes and select from the options: Activate, Deactivate, Edit, Delete.
The Edit option allows you to bulk update various parameters of the selected creatives (e. g. Start date, End date, Click URL etc.). You can update the parameters of creatives of different creative types (e. g. a HTML5 creative and an image creative). However, some parameters may not be applicable to all the selected creatives. In this case, your modications will be applied to the compatible creatives only.
Basic creative metrics
In case of active insertions that have already delivered impressions, you can click on the
Metrics button to display the following metrics for each creative: Impressions, Clicks, Click rate, Viewable impressions and Viewability rate.
Creative targeting
You can apply various types of targeting criteria to a creative. To set the targeting, click on the according creative in the creative list in the insertion to open the side panel with the creative targeting options.
The table below explains the available creative targeting types.
| Targeting type | Description |
|---|
| Platform targeting | Targets the creative to platforms such as Desktop computers, Tablets, Smartphones etc. |
| Time frame targeting | Ensures that the creative is delivered only in the specified time frame. For instance, you can define that creative A is displayed during the first week and creative B during the second week. The creative time frame cannot be outside of the insertion's time frame. Time frames of multiple creatives can overlap. |
| Keyword targeting | Targets the creative to the presence/absence of one or multiple keyword(s)/key=value(s) in the ad call. See chapter "Keyword targeting on creative level" here for more details. |
| Geography | Targets the creative to users at specific locations; available criteria: Country, Region, State, City. DMA targeting and exclusion (negative targeting) are not supported. |
Creative preview
Before using the creative preview, make sure the creative is enabled on at least one format as shown in the screenshot below (
Available formats field). Enabling the creative on at least one format is required no matter if you have selected one or multiple formats in the
Placement section of the insertion.
To run the creative preview:
- click on the creative in the creative list of the insertion
- on the sidebar, hold your mouse over the creative and click on the "eye"-icon to open a full screen modal showing the creative preview
- click on the creative to test if the redirection to the landing page functions correctly
Reloading creatives to inspect with developer tools
In the full-screen modal showing the creative preview, you can reload the creative by clicking on the
Reload preview button.
Reloading the preview is useful if you want to inspect the creative using browser based developer tools such as
Chrome DevTools or
Firefox DevTools. Inspecting the creative is particularly relevant in case of third party creative scripts (also known as “agency scripts” or “redirects”), where agencies set up their creative in their advertising system and send the creative script to the publisher for integration in EMP. For instance, you may want to inspect the creative script to determine the file size of the creative loaded by the creative script or to assess which third party measurement pixels are triggered by the creative script.
To inspect the creative:
- set up your creative as usual
- start the creative preview as explained above
- preview the creative in the full-screen modal
- activate your browser’s developer tools; for instance use the shortcut option+command+I in Chrome on a Mac
- switch to the Network tab and clear the history
- click on the Reload preview button
- observe the requests in the Network tab of the developer tools or perform other developer tasks
Note that refreshing the page using the browser’s “refresh page” feature (e. g. shortcut Cmd+R in case of Chrome on a Mac) is not helpful to inspect the creative; with this method, the entire EMP page will be loaded, making it difficult to distinguish the requests related to the creative from other requests.
Live preview
Read the dedicated article about the live preview here.
