About the creative review process

After initial upload, it takes approximately 24 hours for creative and landing page review. Please wait at least 24 hours after uploading before you contact support.

Creatives added to Display & Video 360 go through an approval process to make sure they're safe and appropriate for users. Each creative is reviewed to make sure the creative works properly and is compliant with the technical and content policies of Display & Video 360 and inventory sources. If any issues are found, feedback is provided with information on what you can do to get your creative approved.

Note: TrueView uses a separate creative review process. Learn more about the creative review process for TrueView videos.

Inventory sources with a creative review process

The following inventory sources have a creative review process in all regions:

  • AppNexus
  • Google Ad Manager
  • BrightRoll Exchange

Some regional exchanges have their own approval process as well.

What do Display & Video 360 and inventory sources review?

Creatives are reviewed by Display & Video 360's creative review team and by any external inventory sources that review creatives. At a minimum, each creative is checked for:

  • Malware
  • Fourth-party calls
  • HTTP cookies
  • Technology declarations
  • Landing page quality, language, and content
  • Flash
  • SSL compliance
  • Restricted categories
  • Other policy compliance concerns

For more information, see Google Ads' content policies and Exchange-specific requirements.

About the creative review process

Creatives cannot serve until they're assigned to an active line item and have gone through an initial review that takes approximately 24 hours and includes confirming at least one valid landing page. Whenever you add a new creative or make changes to an existing creative, your creative is automatically submitted for review again. However, in some cases (for example, if your creative is rejected) you may need to send creatives through the audit process yourself.

Check if a creative is approved

  1. Open an advertiser, then click Creatives in the left menu.
  2. Check the "Display & Video 360 status" column in the list of creatives. If the status is "Pending, servable" or "Approved, servable" the creative has passed creative and landing page review and can serve on Ad Manager and all exchanges without their own review process. However, the creative may still be subject to additional review for other inventory sources. Learn more about Display & Video 360 status.
  3. Next, check the "Exchange status" column. This status reports which exchanges have approved the creative. Only exchanges that have their own review process are included here. Learn more about Exchange status.
  4. To get a quick view of more detail about each status, hover your mouse over it. For more information, click See details to review the creative's audit information.

Approval status

A creative's approval status is divided into two categories: Display & Video 360 status and Exchange status. Learn what each status means below.

Display & Video 360 and Ad Manager reviews are processed at the same time, using the same set of creative content and policy restrictions. Creative reviews can happen at any time while the creative is active. A creative's Display & Video 360 status represents the basic approval needed for a creative to begin serving.

Display & Video 360 status What it means
 Pending, not servable Your creative is still being reviewed.
 Pending, servable Your creative is approved for serving, but is awaiting additional content and policy review.
 Approved, servable Your creative is approved for serving.
 Rejected, not servable There's an issue with your creative that must be fixed before it can serve.
 

Exchange status only includes exchanges that have their own review process. If an exchange doesn't require additional review, the creative is sent to those exchanges as soon as it's approved by Display & Video 360.

Exchange status What it means
 Pending Your creative is still being reviewed, or hasn't been sent to the exchanges with their own review process yet.
 Approved Your creative is approved for serving on at least one of the exchanges that requre their own review.
 Rejected Your creative is rejected for serving on at least one exchange.

Creative review process at a glance

Use a creative's "Audit information" panel to get insight on what step of the review process your creative is in and get feedback. The creative review process includes three stages:

Stage Description
Stage 1: Creative and landing page review A review of the creative and all landing pages, including third-, and fourth-party calls. This includes tests for SSL compliance, valid Campaign Manager tags (for creatives synced from Campaign Manager), and video validation. This stage typically takes less than a day to complete, and must be completed before a creative is servable.
Stage 2: Content and policy review A review of the creative's content to determine if it meets Display & Video 360's requirements and follows policy guidelines.
Stage 3: Exchange reviews Eligible exchanges review the creative based on their own requirements and policies. Learn about creative requirements for exchanges.

 

The review stage that your creative is currently in is automatically expanded. Click on any stage to see more details and feedback from that stage of review. The example screenshot below shows you what a creative looks like when the exchange reviews stage has started.

Audit status table on the creative details page

Additional reviews for special creative types

Video validation

Video creatives (VAST/VPAID) have an additional set of validations. Common causes for rejection for video validation include:

  • The creative is not working properly and can’t be previewed in Display & Video 360.
  • The video duration is not found.
  • Multiple video lengths are assigned to a rotation. Exchanges require that each line item has video assets that are approximately the same length (within 10%) in rotation. For Campaign Manager-hosted and third-party hosted videos this can happen if there are videos with different durations (15s and 30s) included in rotation, or if the primary and default assets are different lengths.
  • There is a blank video tag. For Campaign Manager-hosted videos this can happen if there is no active ad associated with the video creative. For third-party hosted videos this can happen if the VAST tag is blank or does not declare a duration.
Creative rejections related to tag problems in Campaign Manager

A creative may be rejected if it's associated with a Campaign Manager placement that…

  • Is inactive
  • Has no assigned creatives
  • Has no assigned ads
  • Is out of the date range set for the campaign
  • Has no valid clickthrough URLs
  • Uses targeting but does not have a default ad

If you are unsure why your creative is rejected, contact Google Marketing Platform support and please be sure to note your creative's Campaign Manager placement ID.

Creative rejections for Programmatic Guaranteed deals

Creatives assigned to line items for Programmatic Guaranteed deals must meet Ad Manager policies. In addition, the publisher also reviews the creative to make sure it meets their own policies and specifications. If a creative assigned to a Programmatic Guaranteed deal does not meet a publisher's requirements, an additional stage, Deals creative rejections, appears in the creative's "Audit information" panel, along with the name of the publisher that rejected the creative. Contact the publisher for details about the required changes.

Fix rejected creatives

If your creative doesn't work properly or includes prohibited content, the Display & Video 360 status is Rejected, not servable and the creative cannot serve. The review process will not continue until the issue is fixed.

  1. In the Creatives list, click Rejected, not servable > See details. You'll be taken to the creative's basic details page.
  2. Click Audit information to expand the panel.
  3. Click the review stage with the rejected icon . Review the feedback to understand the problem.
  4. Fix the creative and save your changes.
  5. To restart the review process, click Resubmit for approval and then All pending or rejected.

For more information about common rejection reasons and how to fix them, use the creative troubleshooting guides:

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