A Creative is the advertisement asset or third-party ad tag that is served as part of a Campaign. Creatives are created and managed at the Advertiser level and can then be associated with eligible Campaigns or Lines for delivery.

Pontiac supports creatives across multiple media types, including:

• Banner / Display
  • Hosted Banner
  • Third-Party Banner
  • HTML5
• Native
• Audio
  • Hosted Audio
  • Third-Party Audio
• Video
  • Hosted Video
  • Third-Party Video / VAST

Creatives can be uploaded by navigating to the applicable Advertiser and selecting New Creative. Creative settings can only be edited from the Advertiser level.

Once saved, Creatives are submitted through the applicable creative audit process before they are eligible to serve. Creatives may also be subject to additional SSP, publisher, media owner, or other third-party approval requirements depending on the inventory being purchased.

The sections below cover supported Creative types, technical specifications, upload and configuration workflows, macros, trackers, auditing, and other Creative-related features.

Creative Hierarchy

Creatives are owned and managed at the Advertiser level:

Seat
└── Advertiser
    ├── Creatives
    ├── Pixels
    └── Campaigns
        └── Lines

Although Creatives belong to the Advertiser, they can be associated with a Campaign or Line depending on how Creative management is configured.

Advertiser
└── Creative
    ├── Campaign Association
    └── Line Association

When Creatives are managed at the Campaign level, the Campaign’s associated Creatives are inherited by its Lines. When Creative management is handled independently at the Line level, eligible Creatives can be associated directly with individual Lines.

This allows a single Advertiser to maintain a centralized Creative library while controlling which assets are eligible to serve across different Campaigns and Lines.

For setup instructions, see:

• Campaign Creatives
• Line Creatives

The Creatives documentation itself confirms that Creatives are managed at the Advertiser level and then used at Campaign or Line level.