Creative assets are the files you upload to provide ad content. For example, image files, rich media files, and HTML5 files are all creative assets. They are the files that generate the creatives in your ads. A creative is the content users see; assets are the files that make up the creative.
The creative asset you upload for a default creative is just one image file, because that’s all a default creative requires. An HTML5 creative requires a zipped HTML5 asset (.zip). A backup image (such as a GIF or JPEG) is optional.
Uploading creative assets is only the first step. You also need to manage your creative assets. For example, you may wish to use a creative template to embed creative assets in the HTML code of your creative. Or you may need to set up an impression pixel and click tracker to track activity on creatives that aren’t served by Campaign Manager 360 (such as site-served creatives). See the rest of this guide for more details.
Note: All creatives uploaded to Campaign Manager 360 must be UTF-8 encoded.