The Creatives section gives you quick and easy access to a list of all your active creatives running on the Ad Exchange. The default view lists each creative by Snippet ID, review Status, trafficking Source, ad Size, Buyer creative ID, and Creative ID. Clicking on a creative will give you the above info, along with any Disapproval reasons and the AdGroup ID where the creative was passed through.

How can I view my creatives?

Click the Bidding tab. Under the Creatives section in the left-hand navigation panel, there are three sections:

  • All: Lists all active creatives.
  • Approved: Lists all active creatives currently allowed on the Ad Exchange.
  • Disapproved: Lists all active creatives currently disallowed on the Ad Exchange. Clicking on a disapproved creative will display relevant disapproval reasons.

What do these fields represent?

  • Snippet ID: Google’s unique identifier for your creative. If you need to escalate an issue to the Ad Exchange support team regarding specific creatives, be sure to include Snippet IDs and/or Buyer creative IDs.
  • Status: The review status of your creative. “Approved” means the creative can participate in Ad Exchange auctions. “Disapproved” means the creative will automatically be filtered out of Ad Exchange auctions.
  • Source: The type of trafficking used for this creative. Either "RTB" or "Ad Exchange UI".
  • Size: The height and width of the ad.
  • Buyer creative ID: The declared buyer_creative_id of the creative. This identifier is passed to the Ad Exchange via your bid response. If you need to escalate an issue to the Ad Exchange support team regarding specific creatives, be sure to include Snippet IDs and/or Buyer Creative IDs.
  • Creative ID: Each hosted creative is assigned a unique Creative ID. For RTB campaigns, this usually represents the pre-targeting ad for that ad size.
  • AdGroup ID: The unique identifier of the AdGroup containing a given creative.
  • Disapproval reasons: Relevant disapproval reasons for a given creative. Depending on the type of disapproval reason, you may be able to view further detail by clicking the disapproval reason.

What should I do if my creative is disapproved?

Disapproved creatives will not serve on the Ad Exchange, though many times disapproval is due to an addressable issue. Review any disapproval reasons that are listed for the creative, implement a solution (e.g., add a contrasting border around the creative), and send a note to the Ad Exchange support team for re-review. For more information, check out the Google Ads Developer Blog entry.


  • Active creatives: An “active creative” is any creative which has been processed by the Ad Exchange within the last 72 hours. Processing may include simply existing in an Authorized Buyers account (for UI buying) or being passed via a bid request (for RTB buying).
  • Snippet ID uniqueness: Because the definition of “creative” varies from buyer to buyer, the Ad Exchange translates your creatives into “snippets” and assigns each a snippet ID. A snippet is considered unique based on the following metadata: buyer account ID, declared buyer_creative_id, ad width and height, and presence of the SSL attribute. When reaching out to the Ad Exchange support team about a particular creative, it’s best to include the snippet ID, though the buyer creative ID can also be used.

How do I find the Ad Exchange creative ID in Display & Video 360?

The creative ID is the ID created by or in the Demand-side Platform (DSP). While Ad Exchange does not assign these creative IDs, it will use the IDs that are bid with by the DSP. The creative IDs can also be found in the DSP.

To find the creative ID in Display & Video 360:
  1. In your Display & Video 360 account, click on the Advertisers tab.
  2. In the Advertisers tab, click on an Advertiser ID to select it.
  3. Click Creatives from the left navigation menu.
  4. Scroll down to view the Audit Status table where you will find the Ad Exchange Creative ID.

Supported languages for Ad Exchange creatives

Ad Exchange supports creatives in several different languages. Only creatives in the supported languages will be approved for serving. Both the text included in the creative and the text from the landing page should be in supported languages to allow the system to verify the creatives.

To avoid creative disapproval, make sure that you build creatives that only use the supported languages listed below:

  • Arabic (Modern Standard)
  • Bulgarian
  • Chinese (Simplified)
  • Chinese (Traditional)
  • Czech
  • Danish
  • Dutch
  • English
  • Filipino
  • Finnish
  • French
  • German
  • Hindi
  • Hungarian
  • Indonesian
  • Italian
  • Japanese
  • Korean
  • Malay
  • Norwegian
  • Polish
  • Portuguese
  • Russian
  • Slovak
  • Spanish
  • Swedish
  • Thai
  • Turkish
  • Ukrainian
  • Urdu
  • Vietnamese
Note that there is an exception for creatives serving in Russia and China. For Russia, only English and Russian are supported. For China, only English and Chinese are supported. Creatives in other languages will not be approved for serving in these locations.
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