Orders Tab: Manage Creatives

A creative, sometimes referred to as a tag, is the actual ad that the user sees—the combination of code and assets that constitutes a single ad experience. The creative used for an ad is either provided by a third party (via MoPub Marketplace or an Ad Network), or directly set up by the publisher. This article discusses the Direct-Serve creative set up directly by the publisher within the MoPub UI. The creative code is sent to the SDK to be rendered for the ad. The types of uploads we support depend on the format of the ad.

Creatives exist within the context of a line item, and apply only for line item types where you act as both the publisher and the advertiser (Guaranteed, Non-Guaranteed, Promotional, and Backfill Promotional). To work with creative, you must first have created an order and a line item. You can then manage creatives from the Line Items page of the Orders tab as follows:

SSL Compliance

Please be advised that MoPub SDK versions 5.15+ require fully secure creatives, this includes all creative media resources, impression trackers, redirects, and the click through URL. This means that insecure network communication calls (http) may fail, resulting in blank ads, click through failures, discrepancies, and other ad serving issues.

To mitigate negative impact, where possible, MoPub will upgrade http calls to https. However, if the end server for the content does not support https, then the network call will still fail.


  1. Check that your bidder is reading and respecting the secure flag: bidrequest.imp.secure=1. Note: All Marketplace bid requests will have this flag set to true (1).
  2. Ensure that all creative is fully secure, including all creative resources, impression trackers, redirects, and the click through URL(s).
  3. Test your creatives through the [testing process][1] to ensure that the ads render, the click through URL, and all click and impression trackers are firing.
  4. Make sure to test creatives of all sizes and formats including VAST, MRAID and Native on both iOS and Android.

Add a Creative

  1. Navigate to the New Creative page in one of two ways:

    • Create a new line item of the type ‘Guaranteed’, ‘Non-Guaranteed’, ‘Promotional’, or ‘Backfill Promotional’. Once you’ve specified all the settings for your new line item and click Save, the New Creative page displays.

    • Navigate to the Line Item Details page in the Orders tab by clicking on an existing order to view its details, and clicking on a line item (again, only of the type ‘Guaranteed’, ‘Non-Guaranteed’, ‘Promotional’, or ‘Backfill Promotional’) to view its details. In the Line Item Details page, click on the Creatives tab, and click New Creative.

      Line Item Details Page: Creatives Tab Creatives in the Line Item Details Page

  2. In the New Creative page, enter a name for your creative, and then specify the ad format.

    New Creative Ad Format

  3. Provide the creative type (Image, VAST Video, or HTML) as described in each corresponding section.

    The ad format you specified in the previous step determines which creative types you can upload.

    Ad Format Creative Types Supported
    Banner Image, HTML
    Medium Rectangle Image, HTML
    Fullscreen Image, VAST Video, HTML
    Native Image
    Rewarded Ad VAST Video
  4. Provide additional information based on the ad format and creative type.

    • Some creative types (image and HTML) have dedicated fields for Click URL and Impression Tracking URL, whereas for VAST creatives, you enter that information in your XML. In either case, refer to the list of supported macros below for the macros we support in your URLs.

    • For your Click URL, MoPub provides a default MoPub in-app browser, but we also provide a native browser click scheme to force the click destination of ads to occur within the device’s native browser if you prefer. Refer to the Native Browser Click Support section below.

    • If you are adding a creative for a Native ad format, we provide two interfaces for setup. One is the Easy Format interface, shown below, for less technical users who prefer a UI experience; the other way to set up your creative is the Manual JSON format, which enables developers to enter raw JSON.

      Easy Form
      New Creative: Native Ad Format, Easy Form
      Manual JSON
      New Creative: Native Ad Format, Manual JSON Entry

      In either case, optionally provide Title, Text, and call-to-action (CTA) Text, plus any custom fields you want to add. Provide a still Icon Image and Main Image, plus any custom images you want to add. Then refer to our documentation for Android Native ads and iOS Native Ads to learn how to integrate custom fields on the backend, on the SDK side.

  5. Click Save.

Image Creatives

Image creatives accept a still image file. This is the most common creative format.

Image Creative Type

HTML Creatives

HTML creatives accept HTML/JavaScript. Please be aware that as of MoPub SDK version 5.15 only secure network communication calls (https) will be supported. Please take this into consideration when setting up creative.

HTML Creative Type

The two flavors of HTML creatives are:

  • Plain HTML: These are HTML/JavaScript ads that do not leverage the MRAID API.

  • MRAID: These ads leverage the Mobile Rich Media Ad Interface Definitions (MRAID) API. This is a standardized set of commands, designed to work with HTML5 and JavaScript, that developers use to communicate how rich media ads render. Select the MRAID option if your creative was built using MRAID.

Please be aware that as of MoPub SDK version 5.15 only secure network communication calls (https) will be supported. Please that this into consideration when setting up creative.

VAST Video Creatives

The Video Ad Serving Template (VAST) specification is a universal XML schema for serving ads that communicates specifics about their rendering. Refer to our Video ad format documentation for VAST format specifications.

If you have selected the Interstitial or Rewarded Ad format, indicate whether the VAST creative is to run in Portrait or Landscape mode.

Provide your creative by pasting valid VAST XML into the VAST XML input field. You can provide either inline XML or an XML wrapper. To do so, select the VAST XML option and paste in the XML.

VAST Creative Type: XML

If your VAST creative consists only of a URL instead of VAST XML, select the VAST Tag URL option, paste in the URL, and we will convert it to an XML wrapper for you.

VAST Creative Type: URL

Supported Macros

MoPub supports the following macros:

Type Macro
Account ID (Publisher ID) %%ACCOUNT_KEY%%
Ad Group ID (Line Item ID) %%ADGROUPID%%
Advertising ID %%ADVERTISING_ID%%
Ad Unit Format (Escaped) %%ADUNIT_FORMAT_ESC%%
Ad Unit Name (Escaped) %%ADUNIT_NAME_ESC%%
App Name (Escaped) %%APPNAME_ESC%%
Bundle ID %%BUNDLE%%
Cache Buster %%CACHEBUSTER%%
Click URL (Escaped) %%CLICK_URL_ESC%%
Click URL (Unescaped) %%CLICK_URL_UNESC%%
Creative ID %%CREATIVEID%%
Creative Type (Escaped) %%CREATIVE_TYPE_ESC%%
Destination URL (Double Escaped) %%DEST_URL_ESC_ESC%%
Destination URL (Escaped) %%DEST_URL_ESC%%
Do Not Track %%DNT%%
IP Address %%IPADDRESS%%
Keywords %%KEYWORDS%%
Keywords (specific key) %%KEYWORD:[key]%%
Latitude %%LATITUDE%%
Longitude %%LONGITUDE%%
Placement ID (App ID) %%PLACEMENTID%%
Request ID %%REQUESTID%%
Size (Creative wxh) %%SIZE%%
User Agent (Escaped) %%USERAGENT%%

Notes about Macros

  • If you’re passing over key-value pairs, you can set a macro to return the value for a particular key using the %%KEYWORD:[key]%% macro. For example, if you’re passing over “gender:male,age:24” as your keywords, you can use the %%KEYWORD:age%% macro to pass the age into your ad. %%KEYWORD:age%% will be replaced with ‘24’.
  • Cachebusters are noted by &ord= parameters. The %%CACHEBUSTER%% macro returns UNIX timestamp in milliseconds.
  • If your HTML ad is using an anchor tag (<a href>) or window.location redirect, our SDK automatically tracks clicks.
  • Advertising IDs for %%ADVERTISING_ID%% can be one of the following: IDFA, Android Advertising ID (if Google Play Services is integrated) or Amazon Advertising ID
  • The %%DNT%% macro returns ‘0’ for no opt out or ‘1’ for opt out (do not track).
  • The Request ID is a unique ID assigned to each ad request.

The following legacy macros still work but please prioritize updating to the new versions. We made this change to normalize the format and naming of macros.

  • %%ADGROUPID%% is the new macro for %eaid!
  • %%ADVERTISING_ID%% is the new macro for %eudid!
  • %%CREATIVEID%% is the new macro for %ecid!

Native Browser Click Support

The default click-through behavior is to open the landing page in the MoPub in-app browser; however, you can configure the click-through URL to use the click-destination scheme to open in the device’s native browser. To do this, prepend the click-destination scheme before the destination URL. Make sure the URL you enter after the click-destination scheme is URL-encoded. Native browser clicks are not supported in any other field e.g. bid.ext.clicktrackers and adm_native.native.link.clicktrackers.

For example:


Analyze, Edit, and Delete Creatives

Referring to the image of the Line Item Details page: Creatives tab, you can analyze and manipulate your creatives much like you can with your orders or line items:

  • Disable or enable the creative item by togging the Enabled switch in its row.

  • Preview the creative’s assets by hovering over the Preview link in its row.

  • Filter the creatives list by specifying a creative by name (start typing the creative name in the Find creatives box).

  • Filter the creatives by Status, by selecting ‘All Statuses’, ‘Enabled’, or ‘Disabled’ from the drop list.

  • Specify the desired time period in the calendar window.

  • Sort the creatives in ascending or descending order of any of the metrics as well. The metrics shown for your creatives are updated based on your filter criteria. These metrics include Impressions, Clicks, and CTR.

  • Edit an existing creative by clicking on its name. The same page you filled out when you first added the creative appears. There, you cannot alter the creative’s Format and Creative Type fields, but you can edit its particulars, such as its Name, Click URL, Impression Tracking URL. You can also replace its assets (such as its Image File).

  • You can delete the creative from the edit screen by clicking Delete Creative in the lower left corner.

Last updated August 28, 2021

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