> ## Documentation Index
> Fetch the complete documentation index at: https://agenticadvertisingorg-snap-format-preview-links.mintlify.site/llms.txt
> Use this file to discover all available pages before exploring further.

# Overview

One upload, every format. This guide explains how creatives work in AdCP, from defining format requirements to assembling and delivering ads.

## The Four Key Concepts

### 1. **Assets**

The individual building blocks: images, videos, text, HTML, JavaScript, tracking URLs.

**Example**: A product image, a headline, a 30-second video file, a VAST tag.

### 2. **Formats**

Specifications that define what assets are required and how they should be assembled.

**Example**: "video\_30s" format requires a 30-second MP4 video file with specific dimensions and codec.

### 3. **Manifests**

Packages that provide the actual assets to fulfill a format's requirements.

**Example**: A manifest for "video\_30s" provides the URL to your actual 30-second video file, plus tracking pixels and landing page URL.

### 4. **Creative Agents**

Services that:

* Define and document formats (authoritative source)
* Explain how to render each format
* Validate manifests against format requirements
* Generate previews showing how creatives will look
* Optionally: build manifests from natural language briefs

## How They Fit Together

```
Format Definition (by Creative Agent)
  ↓
  "video_30s format requires:
   - One video file asset (MP4, 30s, 1920x1080)
   - One clickthrough URL"

Creative Manifest (by Buyer)
  ↓
  "Here's my actual video file:
   https://cdn.brand.com/spring_30s.mp4
   Landing page: https://brand.com/spring-sale"

Sales Agent (validates & delivers)
  ↓
  - Checks: Is this really 30 seconds? Is it MP4?
  - Adds: Impression tracking, click tracking
  - Delivers: Creative to ad server
```

## The Workflow

### 1. **Discovery** - "What formats do you support?"

Buyers call `list_creative_formats` on sales or creative agents to discover available formats with full specifications. The `agent_url` field identifies the creative agent authoritative for each format.

See [Creative Formats](/dist/docs/2.5.3/creative/formats) for format discovery details.

### 2. **Assembly** - "Here are my assets"

Buyers create manifests providing assets that fulfill format requirements. Manifests pair format specifications with actual asset URLs and content.

See [Creative Manifests](/dist/docs/2.5.3/creative/creative-manifests) for manifest structure details.

### 3. **Validation** - "Does this match the requirements?"

Creative agents validate manifests:

* Are all required assets provided?
* Do they meet technical specs (duration, dimensions, file size)?
* Are tracking macros formatted correctly?

### 4. **Delivery** - "Traffic this to the ad server"

Sales agents deliver validated creatives to their ad servers, translating AdCP universal concepts to platform-specific formats.

## Core Concepts

### Assets & Asset Types

Assets are the raw materials. Each has a type that determines its purpose:

* **image**: Static images (JPEG, PNG, WebP)
* **video**: Video files (MP4, WebM) or VAST tags
* **audio**: Audio files (MP3, M4A) or DAAST tags
* **text**: Headlines, descriptions, CTAs
* **html**: HTML5 creatives or third-party tags
* **javascript**: JavaScript tags
* **url**: Tracking pixels, clickthrough URLs, webhooks

See [Asset Types](/dist/docs/2.5.3/creative/asset-types) for detailed specifications.

### Formats & Format Authority

Each format has an authoritative source - the creative agent that defines it (indicated by `agent_url`). That agent:

* Hosts the definitive documentation
* Explains how to assemble assets
* Describes how the format renders
* Provides validation rules

**Standard vs. Custom Formats:**

* **Standard formats** are hosted by the reference creative agent (`https://creative.adcontextprotocol.org`) and based on IAB specifications
* **Custom formats** are defined by individual publishers or creative platforms for specialized inventory
* Technically, both work the same way - the `agent_url` field identifies which agent is authoritative for each format

See the [Channel Guides](/dist/docs/2.5.3/creative/channels/video) for format examples and patterns across video, display, audio, DOOH, and carousels.

### Manifests

Manifests are JSON structures pairing asset IDs from the format with actual asset content. They provide the URLs, text, and tracking pixels needed to assemble a complete creative.

See [Creative Manifests](/dist/docs/2.5.3/creative/creative-manifests) for detailed documentation.

### Universal Macros

Macros are placeholders in tracking URLs that get replaced with actual values at impression time (e.g., `{MEDIA_BUY_ID}`, `{DEVICE_ID}`, `{CACHEBUSTER}`). AdCP defines universal macros that work across all platforms - sales agents translate them to their ad server's syntax.

See [Universal Macros](/dist/docs/2.5.3/creative/universal-macros) for complete reference.

## Common Patterns

### Third-Party Tags

For third-party served ads, formats specify HTML or JavaScript asset requirements. See the [Display Channel Guide](/dist/docs/2.5.3/creative/channels/display) for third-party tag format examples.

### Repeatable Asset Groups

For carousels, slideshows, stories, playlists - anything with multiple repetitions of the same structure. See the [Carousel & Multi-Asset Formats](/dist/docs/2.5.3/creative/channels/carousels) guide for complete documentation on repeatable asset groups.

### DOOH Impression Tracking

Digital Out-of-Home formats use impression tracking with venue-specific macros instead of device identifiers. See the [DOOH Channel Guide](/dist/docs/2.5.3/creative/channels/dooh) for DOOH-specific macro details.

## Channel-Specific Information

For detailed information on specific ad formats and channels, see the [Creative Manifests](/dist/docs/2.5.3/creative/creative-manifests) documentation which covers:

* **Video Ads** - VAST, hosted video, CTV formats
* **Display Ads** - Banners, third-party tags, responsive formats
* **Audio Ads** - Streaming audio formats
* **DOOH** - Digital billboards, venue targeting, venue-based impression tracking
* **Repeatable Asset Groups** - Carousels, slideshows, story formats

## Getting Started

1. **Discover formats**: Call `list_creative_formats` to see what's available
2. **Choose your channel guide**: Pick the guide that matches your campaign type
3. **Build your manifest**: Follow the format requirements
4. **Use universal macros**: Add tracking with standardized macros
5. **Preview**: Use `preview_creative` to see how it looks
6. **Submit**: Include manifests in your `create_media_buy` request

## Additional Resources

* [Creative Task Reference](/dist/docs/2.5.3/creative/task-reference/list_creative_formats) - API documentation for creative tasks
* [Generative Creative](/dist/docs/2.5.3/creative/generative-creative) - AI-powered creative generation guide