--- title: "Creative Approvals" canonical: "https://hub.freewheel.tv/space/BC/114524550/Creative%20Approvals" format: markdown --- Table of Contents Overview Buyer Cloud submits creatives to several vendors for approval to ensure compliance with industry standards and to prevent the distribution of harmful ads. Detailed technical documentation on the creative approval process is available  here , while creative policies can be found here . In order to be alerted about creative approval statuses, see  Alert Settings. Creative Approval Process Below is a list of creative approval vendors, and some information around why Buyer Cloud submits creatives to each: Vendor Purpose Confiant We partner with Confiant to scan each creative in the platform to ensure we aren’t serving ads that contain malware. Creatives rejected by Confiant will be blocked from serving entirely. Google Authorized Buyers ("AdX") Google Authorized Buyers (i.e. "AdX") requires that all creatives submitted by demand partners be approved prior to serving via their exchange. Xandr (Appnexus) Xandr requires all demand partners to submit creatives for approval before serving on their exchange. Creatives typically take 24 hours to be reviewed. Creative Approval Status After submitting creatives for approval in Buyer Cloud, you can view the approval status under the  Summary  tab by clicking an uploaded creative. Column Name Description Vendor This column shows the vendors for which the creative was submitted for approval. Each vendor plays a distinct role in the process. Hovering over each submitted vendor reveals details about their role in the creative approval process. Status This column displays the status of creative approvals for the listed vendors. Hovering over each status pill provides an explanation of its meaning. Details When a creative has been submitted for creative approval, a "View More" button will appear in the details column. Clicking this button reveals specific approval details found below: Type: Represents what is sent to the vendor for approval: CREATE: Sent when a creative is first created or when content changes. PAUSE: Sent when a previously approved creative is set to inactive. RESUME: Sent when a previously paused creative is set to active. DELETE: Sent when a creative is deleted. Timestamp: Date and time indicating when the last action was taken during the approval process. Status: Current approval status, which can be: Not submitted Pending Rejected Error with approval process Reason: Displays the reasoning for the current creative approval status. For FreeWheel Programmatic Guaranteed and Private Marketplace Deals, the publisher name will also be displayed. Resubmit for Approval Option to resubmit the creative for approval. Creative Approval Statuses Below is a list of statuses encountered within the creative approval process. Creative audits typically take anywhere from a few hours to over a day, depending on the vendor and the volume of other creatives awaiting review. If a creative has been pending for several days, support can be contacted to verify whether there is an issue. Creatives are submitted to each vendor in batches periodically. If Status is Not Submitted, this means that this creative is currently in the queue to be submitted. If Status is Pending, your creative has been successfully submitted to the creative approval vendor and is awaiting a response. Note that it may take up to 24 hours to get a response from Xandr. If Status is Rejected, this means that the vendor has not approved your creative - see below for details on what you can do if this occurs. If Status is Error With Approval Process, an error occurred somewhere in the process. For details, please contact support and provide the creative ID in question. Creatives will be automatically resubmitted for common errors, such as timeouts or connection failures with the creative approval vendor. Creatives that are in an Inactive state will not be submitted for audit. For any status not listed above, please contact your customer success manager with the relevant creative ID for further assistance. What to Do If a Creative is Rejected Below are some steps you can take if your creative is rejected from any of these vendors. For details on why your creative was rejected, click the View History button within the Approval Status section of your creative:   Confiant If Confiant rejects a creative or marks it as "suspicious," contact support for assistance. In most cases, you won't be able to change this status, as it typically indicates the creative may contain malware or is otherwise harmful. However, in certain situations, an override may be possible (e.g., if the rejection is clearly a false positive, if the inventory intended for serving the creative is owned, or if you have obtained explicit permission from the publisher). Google Authorized Buyers (AdX) If Google rejects a creative, click  View More for details on the rejection reason, such as BROKEN_URL . For clarification or further instructions on how to resolve the issue, contact support. Alternatively, if there is a billable seat on AdX, you can contact Google Support directly. Xandr (AppNexus) Similar to AdX, if a creative is rejected by Xandr (AppNexus), click View More for details on the rejection reason. The rejection reason should be clearly listed. Xandr refers to third-party creative IDs as "creative codes," which should be shared with the Xandr team in the following format:  - . Creative Approvals on Other Exchanges In addition to Xandr (AppNexus) and Google AdX, most other exchanges also have a creative approval process. However, Xandr and AdX are the only two supply partners that expose their approval process to external parties via an API, making them the only supply partners whose approval processes can be accessed by customers. If one or more creatives are bidding but not winning impressions on a particular exchange, Support can connect with the relevant SSP contact(s) to investigate and confirm whether the creative has been blocked.