IAB Tech Lab · Schema

Creative

Creative metadata for an advertising asset. Metadata only — never executable markup — so creative management stays platform-agnostic and counterparty text can never smuggle executable content across the wire. The buyer supplies the creative; the seller owns ``review_status``. ID minting: ``creative_id`` is seller-issued when the buyer registers the creative through the seller's API.

CompanyAdvertisingAdTechStandardsProgrammaticReal-Time BiddingConsentPrivacyVideo AdsAgentic AdvertisingNon-Profit

Properties

Name Type Description
account_id object Seller-issued account the creative belongs to.
ad_product_taxonomy object IAB Ad Product Taxonomy classification.
ad_profile object
audience_taxonomy object IAB Audience Taxonomy classification.
click_url object
content_policy object
creative_id string Seller-issued creative identifier.
creative_manifest object
ext object Extension slot.
is_placeholder boolean
language object ISO 639-1 language code.
name object
placeholder_type object
review_status object Seller-side approval state (plan §4.4).
View JSON Schema on GitHub

JSON Schema

iab-tech-lab-agentic-primitive-creative.json Raw ↑
{
  "$defs": {
    "AdProfile": {
      "description": "Type of creative profile.\n\nAdCOM = Advertising Common Object Model (the IAB \u2014 Interactive\nAdvertising Bureau \u2014 object model shared by OpenRTB and OpenDirect).",
      "enum": [
        "metadata_only",
        "full_adcom"
      ],
      "title": "AdProfile",
      "type": "string"
    },
    "ContentPolicy": {
      "description": "Content adjacency restrictions for a creative.",
      "properties": {
        "allowed_categories": {
          "anyOf": [
            {
              "items": {
                "type": "string"
              },
              "type": "array"
            },
            {
              "type": "null"
            }
          ],
          "default": null,
          "title": "Allowed Categories"
        },
        "blocked_categories": {
          "anyOf": [
            {
              "items": {
                "type": "string"
              },
              "type": "array"
            },
            {
              "type": "null"
            }
          ],
          "default": null,
          "title": "Blocked Categories"
        }
      },
      "title": "ContentPolicy",
      "type": "object"
    },
    "CreativeAsset": {
      "description": "Individual asset within a creative manifest.",
      "properties": {
        "asset_id": {
          "title": "Asset Id",
          "type": "string"
        },
        "asset_url": {
          "title": "Asset Url",
          "type": "string"
        },
        "height": {
          "anyOf": [
            {
              "type": "integer"
            },
            {
              "type": "null"
            }
          ],
          "default": null,
          "title": "Height"
        },
        "mime_type": {
          "title": "Mime Type",
          "type": "string"
        },
        "role": {
          "description": "\"main\", \"companion\", \"icon\", \"endcard\", \"subtitle\".",
          "title": "Role",
          "type": "string"
        },
        "width": {
          "anyOf": [
            {
              "type": "integer"
            },
            {
              "type": "null"
            }
          ],
          "default": null,
          "title": "Width"
        }
      },
      "required": [
        "asset_id",
        "asset_url",
        "mime_type",
        "role"
      ],
      "title": "CreativeAsset",
      "type": "object"
    },
    "CreativeManifest": {
      "description": "Creative metadata manifest \u2014 metadata only, no executable markup.",
      "properties": {
        "assets": {
          "items": {
            "$ref": "#/$defs/CreativeAsset"
          },
          "title": "Assets",
          "type": "array"
        },
        "declared_advertiser_domains": {
          "anyOf": [
            {
              "items": {
                "type": "string"
              },
              "type": "array"
            },
            {
              "type": "null"
            }
          ],
          "default": null,
          "title": "Declared Advertiser Domains"
        },
        "duration_ms": {
          "anyOf": [
            {
              "type": "integer"
            },
            {
              "type": "null"
            }
          ],
          "default": null,
          "title": "Duration Ms"
        },
        "file_size_bytes": {
          "anyOf": [
            {
              "type": "integer"
            },
            {
              "type": "null"
            }
          ],
          "default": null,
          "title": "File Size Bytes"
        },
        "landing_page_urls": {
          "anyOf": [
            {
              "items": {
                "type": "string"
              },
              "type": "array"
            },
            {
              "type": "null"
            }
          ],
          "default": null,
          "title": "Landing Page Urls"
        }
      },
      "title": "CreativeManifest",
      "type": "object"
    },
    "ReviewStatus": {
      "description": "Seller-side creative review status.",
      "enum": [
        "pending",
        "approved",
        "rejected"
      ],
      "title": "ReviewStatus",
      "type": "string"
    }
  },
  "description": "Creative metadata for an advertising asset.\n\nMetadata only \u2014 never executable markup \u2014 so creative management stays\nplatform-agnostic and counterparty text can never smuggle executable\ncontent across the wire. The buyer supplies the creative; the seller\nowns ``review_status``.\n\nID minting: ``creative_id`` is seller-issued when the buyer registers\nthe creative through the seller's API.",
  "properties": {
    "account_id": {
      "anyOf": [
        {
          "type": "string"
        },
        {
          "type": "null"
        }
      ],
      "default": null,
      "description": "Seller-issued account the creative belongs to.",
      "title": "Account Id"
    },
    "ad_product_taxonomy": {
      "anyOf": [
        {
          "additionalProperties": true,
          "type": "object"
        },
        {
          "type": "null"
        }
      ],
      "default": null,
      "description": "IAB Ad Product Taxonomy classification.",
      "title": "Ad Product Taxonomy"
    },
    "ad_profile": {
      "$ref": "#/$defs/AdProfile",
      "default": "metadata_only"
    },
    "audience_taxonomy": {
      "anyOf": [
        {
          "additionalProperties": true,
          "type": "object"
        },
        {
          "type": "null"
        }
      ],
      "default": null,
      "description": "IAB Audience Taxonomy classification.",
      "title": "Audience Taxonomy"
    },
    "click_url": {
      "anyOf": [
        {
          "type": "string"
        },
        {
          "type": "null"
        }
      ],
      "default": null,
      "title": "Click Url"
    },
    "content_policy": {
      "anyOf": [
        {
          "$ref": "#/$defs/ContentPolicy"
        },
        {
          "type": "null"
        }
      ],
      "default": null
    },
    "creative_id": {
      "description": "Seller-issued creative identifier.",
      "title": "Creative Id",
      "type": "string"
    },
    "creative_manifest": {
      "$ref": "#/$defs/CreativeManifest"
    },
    "ext": {
      "anyOf": [
        {
          "additionalProperties": true,
          "type": "object"
        },
        {
          "type": "null"
        }
      ],
      "default": null,
      "description": "Extension slot.",
      "title": "Ext"
    },
    "is_placeholder": {
      "default": false,
      "title": "Is Placeholder",
      "type": "boolean"
    },
    "language": {
      "anyOf": [
        {
          "type": "string"
        },
        {
          "type": "null"
        }
      ],
      "default": null,
      "description": "ISO 639-1 language code.",
      "title": "Language"
    },
    "name": {
      "anyOf": [
        {
          "maxLength": 255,
          "type": "string"
        },
        {
          "type": "null"
        }
      ],
      "default": null,
      "title": "Name"
    },
    "placeholder_type": {
      "anyOf": [
        {
          "type": "string"
        },
        {
          "type": "null"
        }
      ],
      "default": null,
      "title": "Placeholder Type"
    },
    "review_status": {
      "$ref": "#/$defs/ReviewStatus",
      "default": "pending",
      "description": "Seller-side approval state (plan \u00a74.4)."
    }
  },
  "required": [
    "creative_id"
  ],
  "title": "Creative",
  "type": "object"
}

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