Amazon DSP enhances Creative Review with asset-level moderation

Amazon Ads last announced an update to the creative review process within Amazon DSP, its programmatic advertising platform. This update, known as asset-level moderation, aims to streamline the process of resolving creative rejections and improve overall campaign efficiency.

Amazon DSP allows advertisers to create and manage programmatic advertising campaigns that utilize various ad formats, including standard display ads. Standard display ads can incorporate multiple visual assets, such as images or videos, to deliver a richer advertising experience.

Previously, the moderation process for standard display ads in Amazon DSP reviewed the entire creative as a single unit. If any individual asset within the creative violated Amazon's advertising policies, the entire ad was rejected. This approach often resulted in frustration for advertisers, as they lacked clear information on which specific asset caused the rejection. Consequently, resolving such rejections involved resubmitting the entire creative after making necessary edits, leading to delays and potentially impacting campaign performance.

Benefits of Asset-Level Moderation

The new asset-level moderation addresses this challenge by providing a more granular review process. Here's how it works:

• Individual Asset Review: Each asset within a standard display ad is now reviewed independently by moderators. This allows for a more precise identification of any policy violations associated with specific visuals or videos.
• Enhanced Reporting: When a creative is rejected, advertisers receive detailed feedback highlighting which specific assets caused the issue. This eliminates the need for guesswork and allows for targeted edits to the problematic assets.
• Faster Turnaround Time: By identifying rejected assets quickly, advertisers can make the necessary edits and resubmit the creative for moderation more efficiently. This reduces overall campaign delays caused by creative review processes.
• Reusability of Approved Assets: Any asset that successfully passes moderation can be reused in other creatives without undergoing another review. This saves time and simplifies the creative development process.

Overall Impact for Advertisers

The implementation of asset-level moderation in Amazon DSP offers several advantages for advertisers:

• Improved Efficiency: Faster creative review times lead to smoother campaign execution and launch.
• Reduced Frustration: Clearer communication regarding rejection reasons minimizes confusion and simplifies troubleshooting.
• Greater Control: Advertisers gain more control over the creative review process by readily identifying and addressing policy violations at the asset level.

The asset-level moderation feature is currently available to Amazon DSP self-service customers across all major regions, including North America, South America, Europe, Middle East, and Asia Pacific.

By leveraging asset-level moderation, advertisers using Amazon DSP can streamline their creative workflows, expedite campaign launches, and ultimately achieve better advertising results.