How rich media works

Roles and responsibilities

These are the responsibilities for each party in developing a rich media campaign using Studio:

Media agency or publisher
  • Deliver the specs, timelines, and tracking requirements to the creative shop and/or post-production team
  • Set up a kick-off call with the creative agency and review creative specs, timeline, and tracking for reporting needs
  • Confirm which assets the creative shop and/or post-production Studio developer needs to begin work on the campaign
  • Approve creatives that the creative shop and/or post-production team finalizes
  • Trafficker is responsible for associating a Studio client with the correct Campaign Manager or Google Ad Manager advertiser
  • Campaign Manager users only: Trafficker is responsible for trafficking final creatives pushed from Studio to Campaign Manager Trafficking. For trafficking publisher-paid campaigns using Campaign Manager, see Publisher-paid campaigns.
Creative agency
  • Work with the media agency or publisher to develop the creative concept
  • Work with the media agency and/or post-production Studio developer to create timelines
  • Confirm finalized files needed by post-production Studio developer to begin post-production in Studio
  • Develop finalized creative files to deliver to Studio developer
  • Note that creative shops trained in Studio may also take on the role(s) of post-production Studio developer and/or Studio QA (see below)
  • Client administrator is responsible for setting up team with Studio log-ins
Post-production developer
  • Each Studio account has an admin who sets up logins for the team
  • Work with the publisher and creative shop to set timelines so they can build and QA-approve the units in time for launch
  • Send the Studio association code to the trafficker to link with Campaign Manager or Google Ad Manager advertiser
  • Studio packaging:
    • Implement tracking agreed to by the media agency for accurate reporting
    • Upload final units to Studio
    • Make sure a QA specialist approves the units
  • Provide external preview links to necessary parties for final approval
  • Submit to QA and make revisions if rejected by QA
  • Often responsible for Studio QA as well (see below)
  • Push approved creatives to Campaign Manager and provide creative IDs to the publisher or media agency for trafficking
Quality Assurance specialist
  • Review published Studio files to ensure proper functionality and tracking
Google Marketing Platform sales
  • Introduce the product and its capabilities to publishers or the media agency
  • Address ad-serving costs
  • Help with creative brainstorming
  • Provide performance benchmarks and discuss them
  • Provide information about innovative creatives and industry updates
  • Connect publishers or media agencies with post-production partners if relevant
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