Resolve Creative Rejections Faster with Asset-level Moderation in Amazon DSP
16 Apr 2024
Amazon have now changed the moderation approach from a creative level to an asset level. Amazon are now hoping this change will reduce the time that is needed to resolve rejected creatives by providing the simple moderation results for the assets involved within the standard display creative.
Moderation of Amazon DSP creatives consists of a few stages. This change will break the content moderation stage into two steps which will be known as asset level and creative level.
If a brand creates a standard display creative with multiple assets, and one or more of the assets is rejected by moderation, the new experience will be as follows:
In the data table, the status of this creative will be shown as “Not approved”.
When the user clicks “View Full Details”, a flyover will slide out showing issues both at the creative level (e.g click-through destination) and asset level.
A user will be directed to the creative form upon clicking the rejected creative. The top of the form will display a summary of all the rejection reasons, including asset-related reasons.
In the Assets Card, each defective asset will be flagged, along with the reason why it was not approved.
Users can remove and/or replace the defective assets and save the creative again. This creative will be re-submitted for moderation. If the replaced assets pass the moderation, the creative will be approved and sent for line-item moderation.
Why is this new change important?
Since its launch, standard display has incentivised brands to double the sizes of assets in a campaign because of the ease of use, which directly improves the campaign. However, standard display also sees higher rejection rates and a longer time to resolve a rejection compared with single-asset creatives.
If one asset in a creative doesn’t meet the standard, the whole creative will be labelled as rejected, but advertisers don’t have visibility into which specific assets led to the rejection.
Amazon are changing the approach for content moderation. The first phase will be asset-level moderation. In this phase, each asset becomes an individual task for moderators and will be labelled with a separate moderation result. Therefore, brands can identify defective asset(s) and act accordingly. Any approved asset can be reused in another creative without being moderated again, shortening the turnaround time.
This new approach Amazon are taking will only help brands in a positive way because:
Time reduction: Brands can expect a quicker turnaround time for resolving rejected creatives. This is due to the fact they can now receive the specific moderations they need to make for each asset.
Asset Optimisation: Brands can now streamline the moderation process at asset level. Brands can invest more in optimising individual assets for better performance without having to worry about prolonged moderation times.
Enhanced Visibility: With brands now being able to see which specific assets led to a rejection, this granularity enables brands to exercise more control over their creatives and make data-driven decisions to improve future campaigns.
Amazon have now changed the moderation approach from a creative level to an asset level. Amazon are now hoping this change will reduce the time that is needed to resolve rejected creatives by providing the simple moderation results for the assets involved within the standard display creative.
Moderation of Amazon DSP creatives consists of a few stages. This change will break the content moderation stage into two steps which will be known as asset level and creative level.
If a brand creates a standard display creative with multiple assets, and one or more of the assets is rejected by moderation, the new experience will be as follows:
In the data table, the status of this creative will be shown as “Not approved”.
When the user clicks “View Full Details”, a flyover will slide out showing issues both at the creative level (e.g click-through destination) and asset level.
A user will be directed to the creative form upon clicking the rejected creative. The top of the form will display a summary of all the rejection reasons, including asset-related reasons.
In the Assets Card, each defective asset will be flagged, along with the reason why it was not approved.
Users can remove and/or replace the defective assets and save the creative again. This creative will be re-submitted for moderation. If the replaced assets pass the moderation, the creative will be approved and sent for line-item moderation.
Why is this new change important?
Since its launch, standard display has incentivised brands to double the sizes of assets in a campaign because of the ease of use, which directly improves the campaign. However, standard display also sees higher rejection rates and a longer time to resolve a rejection compared with single-asset creatives.
If one asset in a creative doesn’t meet the standard, the whole creative will be labelled as rejected, but advertisers don’t have visibility into which specific assets led to the rejection.
Amazon are changing the approach for content moderation. The first phase will be asset-level moderation. In this phase, each asset becomes an individual task for moderators and will be labelled with a separate moderation result. Therefore, brands can identify defective asset(s) and act accordingly. Any approved asset can be reused in another creative without being moderated again, shortening the turnaround time.
This new approach Amazon are taking will only help brands in a positive way because:
Time reduction: Brands can expect a quicker turnaround time for resolving rejected creatives. This is due to the fact they can now receive the specific moderations they need to make for each asset.
Asset Optimisation: Brands can now streamline the moderation process at asset level. Brands can invest more in optimising individual assets for better performance without having to worry about prolonged moderation times.
Enhanced Visibility: With brands now being able to see which specific assets led to a rejection, this granularity enables brands to exercise more control over their creatives and make data-driven decisions to improve future campaigns.
Amazon have now changed the moderation approach from a creative level to an asset level. Amazon are now hoping this change will reduce the time that is needed to resolve rejected creatives by providing the simple moderation results for the assets involved within the standard display creative.
Moderation of Amazon DSP creatives consists of a few stages. This change will break the content moderation stage into two steps which will be known as asset level and creative level.
If a brand creates a standard display creative with multiple assets, and one or more of the assets is rejected by moderation, the new experience will be as follows:
In the data table, the status of this creative will be shown as “Not approved”.
When the user clicks “View Full Details”, a flyover will slide out showing issues both at the creative level (e.g click-through destination) and asset level.
A user will be directed to the creative form upon clicking the rejected creative. The top of the form will display a summary of all the rejection reasons, including asset-related reasons.
In the Assets Card, each defective asset will be flagged, along with the reason why it was not approved.
Users can remove and/or replace the defective assets and save the creative again. This creative will be re-submitted for moderation. If the replaced assets pass the moderation, the creative will be approved and sent for line-item moderation.
Why is this new change important?
Since its launch, standard display has incentivised brands to double the sizes of assets in a campaign because of the ease of use, which directly improves the campaign. However, standard display also sees higher rejection rates and a longer time to resolve a rejection compared with single-asset creatives.
If one asset in a creative doesn’t meet the standard, the whole creative will be labelled as rejected, but advertisers don’t have visibility into which specific assets led to the rejection.
Amazon are changing the approach for content moderation. The first phase will be asset-level moderation. In this phase, each asset becomes an individual task for moderators and will be labelled with a separate moderation result. Therefore, brands can identify defective asset(s) and act accordingly. Any approved asset can be reused in another creative without being moderated again, shortening the turnaround time.
This new approach Amazon are taking will only help brands in a positive way because:
Time reduction: Brands can expect a quicker turnaround time for resolving rejected creatives. This is due to the fact they can now receive the specific moderations they need to make for each asset.
Asset Optimisation: Brands can now streamline the moderation process at asset level. Brands can invest more in optimising individual assets for better performance without having to worry about prolonged moderation times.
Enhanced Visibility: With brands now being able to see which specific assets led to a rejection, this granularity enables brands to exercise more control over their creatives and make data-driven decisions to improve future campaigns.