Contextual vs Browser Language Targeting¶: Contextual Language Targeting uses a pre-vetted site list for brand safety and language validation. With contextual language targeting, the creative language and page language always match. Browser language targeting simply targets a user’s preferred language by scoring desktop and mobile web browser history and assigning the language that comes up most frequently.
CTV¶: Connected TV includes televisions connected to the internet. Users can connect via native applications like smart TVs; via external streaming devices like Apple TV, Roku, or Amazon Fire Stick; or via gaming consoles like XBOX or PS4.
GRP¶: Gross Rating Points. The “total audience” exposure to advertising messages.
iGRP¶: The digital media version of Gross Rating Points. iGRP (%) = (100 * Number of Impressions) ÷ Universe where Universe = the total audience population.
iTRP¶: When you apply targeting filters, DSP uses your in-target total impressions, and iTRP (%) = 100 * In-target Impressions (#) ÷ In-target Universe (#).
linear TV¶: Traditional television you watch at scheduled times.
TRP¶: The percentage of a company’s target audience that sees its commercials or advertisements. Target audiences are groups of customers who are most likely to purchase a company’s products and services.
universe¶: A “total population” value used to calculate GRP. When you set a demographic filter, DSP uses a subset of the population size to calculate the in target universe (TRP).
Yahoo Identity Graph¶: Deterministic assets from across Yahoo combined with advanced probabilistic modeling that accurately deliver 200B daily data signals at scale.

Validate Creatives¶

When you upload a new creative, the DSP real-time creative validation engine instantly checks the creative file format, security, and reachability. If you get a real-time validation error, you find out right away if you need to correct the error. When you successfully upload a creative, DSP runs the creative through additional creative testing.

Real-Time Validation for Third-Party Videos¶

When you upload a third-party video to DSP, the real-time creative status appears under the URL field right away.

In the following example, the creative passes the initial real-time validation.

If the real-time validation engine finds a problem, an error message alerts you about the problem so that you can correct the issue right away.

For a list of real-time creative alerts for third-party videos, check out Creative Alerts for Third-Party Videos.

About the Creative Tester¶

The DSP creative tester is an auditing service that checks display and video creatives to make sure the creative adheres to the Trust and Verification Policies, as well as checking for technical issues with the creative that might cause a creative ban or warning. The creative tester takes up to 30 minutes to test the creative.

Note

You may also want make sure your creative does not violate any exchange policies. Refer to Supply Partner Policies.

If the creative violates any Trust and Verification Policies, or if there are technical issues with the creative, the creative status may include a warning or ban. If your creative receives a warning or ban, you can correct the issue and re-upload the creative to DSP. The creative tester will test the creative again.

While the creative is being scanned, the line items with links to the creative can continue to participate in auctions. However, some SSPs (such as RMX or AppNexus), require creatives to be scanned and approved by their auditing systems before they can serve.

The creative tester checks each creative for the following types of technical issues:

Potentially harmful technical attributes detected during the creative load (such as viruses, or initiating the installation of a program).
Standard technical attributes of the creative (such as the creative size or a third-party tag).

Note

Some sites require HTTPS creatives but non-SSL compliant (HTTP) creatives can serve on other sites. Non-SSL compliant creatives will trigger a notification, but they will not be deactivated. These creatives can serve on non-secure (HTTP) pages only. They cannot serve on secured SSL (HTTPS) pages.

What to Do if Your Creative Will Not Serve¶

If a creative or ad is banned but you believe it should not be banned, check out Trust and Verification Policies for more information about reasons for the ban. If you still can’t resolve the issue, contact your account representative and ask them to file a support ticket. The support team will escalate the issue to the appropriate team based on the reason for the ban.

How To Find Creative Tags¶

You can check the status of all of an advertiser’s creatives on the Creatives page for that advertiser. You can check the status of a line’s creatives on the Ads page for that line.

To get started viewing creative alerts:

Navigate to the Creatives page (to see an advertiser’s creatives) or the Ads page (to see creatives associated with a line). If you need help navigating to the Creatives page or the Ads page, check out Advertiser Level Creatives or Ads.

DSP displays the list of creatives for the selected advertiser or line. Alerts are in the Status column.

Scan the Status column for notifications. For more information, check out creative-status-definitions.
Click the link for a creative.

DSP displays the Creative Properties page for that creative.

If you do not see the creative status, click the status indicator.

If the creative tester finds no issues with the creative, you see a message saying that the creative passed all the tests.

Creative Warnings¶

If a creative has warnings, there may be minor issues with the creative that can cause performance problems or reduce inventory for the creative. You may want to get more information about the creative to optimize performance.

To get more information about a creative with warnings:

On the Creatives page, locate a creative that has a “Warnings” indicator in the status column.

Click the creative link to get more information about that creative.

At the top of the page, you see an alert with additional information.

Expand the Technical and Exchange categories.
Expand each subcategory, and read the information or debugging code for that category. For example:

Partially Banned Creatives¶

Partial bans occur when there are policy bans on some exchanges, or problems that affect the line’s performance.

If the creative has a “Partial Ban” status, it can serve on the exchanges that do not ban it, or you can correct the issues and re-upload a new creative that will pass creative review on all exchanges.

To get more information about a creative with a partial ban:

On the Creatives page, locate a creative that has a “Partial Ban” indicator in the status column.

Click the creative link to get more information about that creative.

At the top of the page, you see an alert with additional information.

Expand the Technical and Exchange categories.
Expand each subcategory, and read the information or debugging code for that category. For example:

Refer to Supply Partner Policies for links to each exchange’s policy page.

Banned Creatives¶

A creative is banned if the creative violates one or more Trust and Verification Policies. These issues prevent the creative from serving at all.

Refer to Trust and Verification Policies.

To get more information about a banned creative:

On the Creatives page, locate a creative that has a “Banned” indicator in the status column.

Click the creative link to get more information about that creative.

At the top of the page, you see an alert with additional information.

Expand the Technical and Exchange categories.
Expand each subcategory that has a warning indicator to find more information about that subcategory. For example:

Note

If the creative is banned because of an exchange policy violation, refer to Supply Partner Policies for links to each exchange’s policy page.