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Creative Audit Feedback

This page addresses the creative standards set by Xandr, AdX, and Microsoft, and elaborates on the feedback you receive via email after submitting a creative.

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Xandr 'Unauditable' Feedback & FAQ

Creative Does Not Display Properly

This feedback is given for the following reasons:

  • The creative does not display at all
  • The creative has the wrong tag size
  • The creative intermittently does not display
  • For expandable creatives or other creatives with interaction, the creative attempts the interaction but does not function properly

Note: If you receive the feedback: "Creative is unauditable- not displaying properly," this is because Xandr frequently checks for creatives that are serving blanks or no content using the automated auditing system Sherlock. This creative was flagged by Sherlock and checked by a human auditor.

We do not charge for re-auditing these blank creatives and the impact on campaigns is generally low since most often campaigns or advertisers associated with blank creatives are inactive or no longer running. If a campaign is still active, the re-audit will simply serve as a device to alert the client that their creative is currently blank. Once this is corrected, the audit team can quickly re-approve the creative.

Creative Improperly Rotates Brands or Advertisers

This feedback is given for the following reasons:

  • The creative has multiple versions with different brands under a single ID
  • A single creative represents and clicks through to multiple different brands' landing pages
  • For video creatives, a pre-roll ad for a different brand plays before the actual offer

If a creative is co-branded (for example, Brand X and Brand Y collaborating), the brand will be set based on which of the brands owns the landing page URL.

Creative Does Not Click Through Properly

This feedback is given for the following reasons:

  • The creative is clicked and does not open a landing page
  • The creative is clicked and a landing page opens, but no content loads
  • The creative is clicked and a landing page loads, but an error keeps any content from being displayed
Creative Does Not Contain Sufficient Brand Notification

This feedback is given for the following reasons:

  • The creative does not display a brand
  • The creative displays a brand but it is not sufficient notification

What is "sufficient"?

When evaluating a creative for appropriate brand notification, the audit team looks for at least one of three things: a logo, a landing page URL, or a distinct brand name. If the only branding on the creative is a logo, then that exact logo must also be on the landing page to be sufficient. If the only branding on the creative is a landing page URL, then that must be the URL the creative has as its landing page.

'Distinct brand name' is sufficient notification in one of the following ways:

  • The brand name is not an actual word and when it appears on the creative it cannot be confused for other, non-branded text (e.g. Cygnas)
  • The brand name is a distinct set of actual words and the landing page exactly matches this and/or has a distinct, matching typeface as the creative (e.g. "The Best Wedding Music" goes to thebestweddingmusic.com and/or is written in red bold Helvetica on both the creative and the landing page)
Creative Brand Does Not Match Creative Landing Page

This feedback is given for the following reason:

  • The brand that the creative displays and the brand of the landing page are not the same or related
Creative Clicks Through In The Same Window

This feedback is given for the following reasons:

  • The creative's landing page loads in the same page instead of opening a new window or tab
  • The creative loads the entire landing page into the frame
Creative Does Not Meet Minimum Standards

This feedback is given for the following reason:

  • The creative has no discernible brand or offering
Displaying PSAs (Public Service Announcements)

This feedback is given for the following reasons:

  • The creative is serving Public Service Announcements, either intermittently or always
  • Campaigns that are intentionally Public Service Announcements are accepted, but must be declared as such