Below are some creative best practices focused on image and copy. They will help ensure your native ads live up to their full potential and reach the appropriate audience.

Secure all image/tracker/vendor tags (SSL-compliant)

Ad must not mimic system alerts or windows

Disclaimers required for promotional offers

Content must not include illegal, violent, discriminatory, profane, or infringing material

Ads with light/transparent backgrounds must have visible borders

Make sure the focal point of the image is as centered as possible. If there are multiple focal points, make sure there's ample spacing and the focal points are not at the edges of the image. This will ensure key elements are not cropped out.

Provide the largest image possible (under 2MB) to fit the maximum number of placements. An image should be a JPG, JPEG, or PNG file.

Lifestyle images outperform infographics and standalone product images. The recommendation is to use images that show the product.

Text on images can get cropped out when the images are dynamically resized and cropped to fit placements. We recommend keeping images free of text and limiting the text to the headline and body copy.

If text is absolutely needed, center it as much as possible. It's important to leave ample room on all four sides to ensure that the text is not cut off.

Only one logo version is required, but we recommend providing both light and dark logo versions as PNG files. The appropriate logo color will be chosen depending on the background color of the image.

Use photos reflecting emotion vs. stock type pictures

Highlight the experience vs. product-only shots

Use high-res shots with eye-catching colors vs. low-quality or stretched photos

Avoid photos that are too busy and not contextually relevant

The headline must be 25 characters or fewer—this includes spaces and punctuation.

 Drive traffic to your article with attention grabbing headlines. Here are some examples:

 - List out what the user will be reading.

 - Guidance with tips, tricks and general advice.

Description copy must be 90 characters or Less—this includes spaces and punctuation.

Headline and body copy should be able to stand on their own and form a cohesive message. Copy should be relevant to the image.

Custom copy with a clear call-to-action outperforms generic copy.



Creative best practices

Digital out-of-home (DOOH)

Native: display and video

Advanced native

Interactive display (rich media)


Interactive display (rich media)

Video

Audio

Interscroller

CTV and QR code

Social amplification (smartphone)

Cross-platform activation: Meta, Snapchat, TikTok, and YouTube

Campaign microsite

Standard banners

Creative specs

The creative is temporarily stopped from being served. You would use this status to pause a specific ad without deactivating the entire campaign. A inactive creative must be changed to active to be assigned to an ad group.

Inactive

A creative must be active to be assigned to an ad group.

Active

A inactive creative must be changed to active to be assigned to an ad group. 

A creative must be active to be assigned to an ad group. 

The Cadent platform attempts to deliver the daily goal as quickly as possible.

Intraday_pacing_ASAP

The Cadent platform spreads the daily goal evenly across every hour and then every minute of a given day.

Intraday_pacing_Even

The rate an impression buying/spend is distributed throughout the day. Options are: ASAP and evenly

Intraday_pacing

The management and tracking of ad spend or impression delivery over a campaign's lifespan to ensure the budget is fully utilized by the end date without overspending or underspending.

Pacing_towards

The amount of money allocated to a single line item.

Budget

The max bid Ad Manager will send to an exchange. For example, if we calculate a dynamic bid of $15, but the max possible CPM is $10, we send a bid of $10.

Max_possible_CPM

This sets the min price for the inventory that Ad Manager will bid on after dynamic bidding has calculated a price. For example, if you set a min possible CPM of $1, and dynamic bidding calculated the bid to be $0.5, we filter out that request. 

Min_Possible_CPM

Target_CPU_ceiling

This sets the minimum CPU you're willing to allow.

Target_CPU_floor

The desired CPU based on the primary model score for a given bid request. This field can also act as a bid multiplier based on the primary model.

Target

The maximum eCPM you're willing to allow for a given ad group.

eCPM_price_ceiling

The maximum CPM you'll allow for an individual bid, regardless of eCPM.

CPM_Bid_Ceiling

The bid price sent to an exchange for a given bid request.

CPM_Bid

This sets the minimum CPM you're willing to allow.

CPM_Bid_Floor

Cost per user (CPU) is the amount of money spent to acquire a new user who performs a desired action, such as signing up, making a purchase, or subscribing to a service.

A model is a collection of mathematical functions that scores each bid request based on the likelihood that serving an impression will achieve the model's goal. Models are set at the ad group level. 

model_score

A URL that points to an XML document containing information for serving an audio ad. It acts as a bridge between an ad server and a media player, allowing the player to request and display audio ads according to these instructions.

audio_VAST_tag_URL

A Google Sheet or exported file from Google Campaign Manager (GCM) that organizes ad tags and is used for bulk uploading. Cadent supports .xlsx or .xls Google tag sheets.  

Google_tag_sheet

A VAST (Video Ad Serving Template) tag URL is a link that initiates the video ad-serving process. This URL tells the video player where to find the ad, what format it is, how long it is, and what actions to track (like views or clicks).

VAST_tag_URL

The markup type can be a 1x1 image tag or a JS tag. 

Markup_type

This is the 'who not to target' list. Negative targeting is used to filter out irrelevant audiences and helps prevent your ads from showing to users who are unlikely to be interested.

negative

Positive targeting is the 'who to target' list. For example, if you sell running shoes, you might positively target users interested in "sports," "fitness," and "marathons."

positive

A VAST (Video Ad Serving Template) tag is a URL (or XML snippet) that tells a video player where to fetch an ad from and how to track it.

VAST_tag

A tracking tag is a piece of HTML or JS code that's placed on a webpage to track visitor activity for reporting and attribution purposes.

tracking_tag

The webpage a user is directed to when they click your ad.

Clickthrough_URL

An activity is a way to further define the universal tag. You'll use an activity to log universal tag fires and for the purpose of retargeting users. You need to create a universal tag before you add activities.

activity

An activity is a way to further define the universal tag. You'll use an activity to log un

This pixel type is used to track a click action when there is no change in the URL. For example, if you want to track a specific action, like a "Buy now" button. The Action activity can be placed on the specific button HTML to be tracked.

action_activity

A single JavaScript pixel placed in a shared code section, to automate the collection of data across every page of the site. A universal tag doesn't replace current pixels or static tags, it's additional functionality that increases mapping.

universal_tag

A deal ID is a unique identifier that establishes a direct connection between a publisher and advertiser.

Deal_ID

Negative targeting means the these attribute items are specifically excluded from your audience. This helps to improve targeting and reduce wasted ad spend.

negatively_targeted

 Current Procedural Terminology (CPT) codes are a standardized set of medical codes used to describe medical, surgical, and diagnostic procedures.

Healthcare Common Procedure Coding System (HCPCS) codes are a standardized set of codes used by healthcare providers to submit claims for medical procedures, supplies, products, and services

HCPCS

International Classification of Diseases, 10th Revision (ICD-10) is a diagnostic and procedure coding system endorsed by the World Health Organization (WHO). 

ICD-10

Unknown means a patient's gender wasn't captured. You might notice the unknown count is higher when you select the Pharmacy attribute. 

unknown

DMAs are geographic regions used to define television and radio markets.

DMAs

HCP stands for Healthcare Professional. It refers to individuals who are licensed and trained to provide healthcare services to patients. For example, doctors, nurses, and pharmacists. 

This is the count of patients in a Predictive Health Audience. Each patient is counted only once. 

Distinct_Patients

Attribute items within a group use -OR- logic (asthma -OR- appendicitis). Attribute items in different groups use -AND logic (asthma -AND- appendicitis).  

group

If you don't want specific attribute items in your predictive health audience, add it to the exclusions list. 

Exclusions

The seven health-specific categories you'll select to build a predictive health audience. They include: Diagnosis, Procedure, HCP, Rx, Pharmacy, Insurance, and Patient Info

attributes

A specific data point within an attribute. For example, 0054-0326 fluticasone propionate and salmeterol, and 0054-0327 fluticasone propionate and salmeterol are both RX attribute items. 

attribute_items

This determines whose data is the source of truth for the line item's KPI metrics. For example, if you set Cadent, the system will reference Cadent data for your KPI metrics.

Metrics_Primary_Partner

Sets an impression cap across all flights in this line item. 

Impression_Cap_Multiplier_

The target number of impressions that a campaign's line item will serve.

Impression_goal

Cost per mille (CPM) refers to the average cost per 1,000 advertisement impressions. Mille means 1,000 in Latin. 

The maximum number of impressions per the selected time interval. (e.g., 10 times per month). 

Impression_limit

A frequency cap limits the number of impressions on specific IDs within a defined timeframe. A frequency cap can help you optimize spend and prevent ad fatigue.

Frequency_cap

This field is used for reporting. It doesn't affect your campaign. 

Purchase_order_ID

A click-through URL is a specific webpage that the user is directed to when they click your ad

Click-through_URL

A snippet of code that's placed on a webpage, to define exactly where and what ad will be displayed.

Ad_tag

A display ad shown alongside a video or audio ad, usually displayed on top of or along the side of the player.

Companion_ad

This ID is found in the third-party ad tag or third-party tracking tag. It's used to map the creative to the third-party ad server. 

Third-party_placement_ID

Stands for Mobile Rich Media Ad Interface Definitions and creates a standard way for display ads to be interactive, so you can swipe or tap on them.

MRAID

Creative Type is a required selection, you should select the option that best matches the type of creative you are uploading.

Creative_Type

MIMEtype

The measure data used to encode a single second of video. The higher the bitrate the higher the video quality.

Bitrate

The total runtime of the video creative. 

Duration

Video Player Ad-Serving Interface Definition (VPAID) establishes a common interface between video players and ad units, enabling video ads to be interactive (e.g. swiping or tapping).