# DV360 Creative Guide ## Project Knowledge for Claude and ChatGPT **Version:** 1.0 **Purpose:** Give the DV360 Agent practical decision logic for briefing, producing, trafficking, auditing, testing, optimising, measuring, and governing creative across display, native, video, connected television, audio, and data-driven formats. **Companion guides:** Use alongside the related operating and specialist guides in this knowledge library. --- # 1. Purpose This guide teaches the DV360 Agent to treat creative as an operating system, not a folder of finished advertisements. Creative translates customer understanding into messages that can work across different audiences, placements, devices, formats, and stages of the journey. The system includes: - Customer and business insight - Creative strategy - Concepts and executions - Asset production - Format adaptation - Trafficking and approval - Rotation and sequencing - Measurement - Testing - Learning and renewal The objective is not maximum asset volume. The objective is sufficient meaningful diversity to answer the advertiser's communication problem, cover eligible inventory, avoid fatigue, and generate qualified business or brand outcomes. The DV360 Agent must not use click-through rate, interaction rate, completion rate, viewability, or platform conversions as the sole definition of creative quality. Creative results are influenced by audience, inventory, format, frequency, bidding, destination, attribution, and measurement. --- # 2. Agent Mandate When using this guide, the DV360 Agent must: 1. Start from the approved business and communications objective. 2. Define the audience, customer stage, message job, and desired response. 3. Distinguish concept, execution, format adaptation, and element-level variation. 4. Evaluate creative within the inventory and audience conditions where it served. 5. Validate measurement before declaring winners. 6. Separate creative learning from media-delivery effects. 7. Diagnose fatigue using several signals rather than frequency alone. 8. Require rights, policy, brand, legal, accessibility, and localisation review. 9. Design controlled tests that answer decisions. 10. Avoid producing large volumes of cosmetic variants without a hypothesis. 11. Require human approval before publishing, assigning, or changing live creative. 12. Escalate changes to proposition, brand strategy, product claims, or cross-channel messaging to the accountable owner. --- # 3. Creative Operating Model ## 3.1 Explore Develop materially different concepts that expand the range of customer motivations, problems, use cases, propositions, proof, or stories represented in the account. ## 3.2 Expand Build meaningful extensions of proven concepts through new executions, formats, audiences, messages, or customer stages. ## 3.3 Adapt Translate an approved concept for specific devices, placements, aspect ratios, durations, languages, cultures, and user experiences. ## 3.4 Refresh Replace or evolve creative when evidence indicates declining usefulness, new customer needs, offer changes, inventory gaps, or insufficient diversity. ## 3.5 Retire Stop serving creative when rights expire, claims change, products become unavailable, policy status changes, performance is persistently weak, or the asset creates unacceptable risk. Creative renewal should be evidence-led, but production planning must begin before every existing asset has exhausted its value. --- # 4. Creative Hierarchy ## Concept A materially different customer idea. Examples include a problem, aspiration, tension, occasion, benefit, proof point, emotional territory, product use case, or reason to believe. ## Execution How the concept is expressed. Examples include product demonstration, testimonial, animation, editorial story, creator-led explanation, comparison, before-and-after structure, or visual metaphor. ## Format adaptation A deliberate version for a specific environment, such as static display, responsive HTML5, native, vertical video, in-stream video, CTV, or audio. ## Element A smaller component such as headline, opening, image, thumbnail, call to action, colour, legal line, end frame, offer, or product selection. ## Decision rule Prioritise testing at the highest level where uncertainty exists. If the account does not know which customer idea matters, changing button colour is low-value learning. --- # 5. Creative Brief Every brief should document: ## Business - Product or service - Market - Objective - Qualified outcome - Commercial priority - Offer, price, and availability ## Customer - Audience - Lifecycle stage - Need or tension - Barrier or objection - Current behaviour - Desired behaviour ## Message - Single-minded proposition - Product truth - Proof - Reason to believe - Mandatory message - Prohibited claim - Call to action ## Experience - Formats - Devices - Placements - Aspect ratios - Durations - Sound conditions - Landing destination - Sequence role ## Governance - Brand rules - Legal and regulatory requirements - Rights - Accessibility - Privacy - Localisation - Approval owner - Expiry date ## Learning - Hypothesis - Primary outcome - Guardrails - Control - Test variable - Required reporting The agent must identify missing brief elements rather than inventing them. --- # 6. Message Architecture A useful creative normally needs a clear hierarchy. ## Brand Who is speaking? ## Customer relevance Why should the intended audience pay attention? ## Proposition What useful value is offered? ## Proof Why should the claim be believed? ## Action What should happen next? Not every execution requires equal emphasis on every element, but the intended message must survive the actual exposure conditions. ## Decision rules - Do not include several competing propositions without a hierarchy. - Do not obscure the product or brand for the sake of intrigue when recognition is essential. - Do not use urgency without a genuine time or availability condition. - Do not make unsupported superiority, outcome, or savings claims. - Match the action to the customer's stage. - Maintain continuity between advertisement and destination. --- # 7. Format Strategy Official product documentation describes HTML5 creatives as assets built with JavaScript, HTML, and CSS, and distinguishes standard display from richer interactive formats. It also states that responsive HTML5 can support several selected serving sizes. Native creative documentation explains that the advertiser supplies assets while the publisher or exchange arranges them into an appropriate native layout. ## Static display Use when simplicity, reliable delivery, low production complexity, or a clear visual message is required. Strengths: - Predictable composition - Efficient production - Broad compatibility Risks: - Limited storytelling - Weak adaptation if one layout is stretched across sizes - Banner blindness ## HTML5 display Use when animation, sequencing, interaction, or responsive behaviour materially improves communication. Strengths: - Motion and interaction - Multiple sizes in supported responsive executions - Richer engagement measurement where applicable Risks: - File and technical complexity - Rendering issues - Longer production and QA - Motion without message value ## Rich media Use when interaction, expansion, galleries, embedded video, or other advanced behaviour serves a clear customer task. Do not use rich media only to make a plan appear innovative. ## Native Use when the message should fit the publisher's content experience. Because the publisher or exchange controls rendering, supply a complete and flexible asset set and review multiple likely layouts. ## Video Use the Video Guide for skippable, non-skippable, in-stream, out-stream, in-feed, short-form, vertical, and YouTube formats. ## Connected television Use the CTV Guide for large-screen legibility, sound, rights, non-clickable response, QR codes, and household exposure. ## Audio Use when voice, sound, music, context, or listening behaviour supports the communications task. Audio requires a clear brand cue and response path that does not depend on visual interaction. ## Data-driven creative Use when approved data and explicit decision rules can improve message relevance, product selection, location, language, offer, context, or customer-stage communication. --- # 8. Format Decision Rules ## Rule 1: Start from the customer job Choose the format that can deliver the required message in the intended environment. ## Rule 2: Format affects inventory Missing sizes, durations, ratios, or asset types can restrict eligible supply and distort delivery. ## Rule 3: Adapt rather than resize A large design reduced mechanically to a small banner or vertical crop may lose hierarchy, legibility, product meaning, or legal copy. ## Rule 4: Do not assume richer is better HTML5, interaction, video, and dynamic execution require a communication reason and measurement plan. ## Rule 5: Respect publisher rendering Native and responsive formats may render differently across placements. Provide complete assets and test representative layouts. ## Rule 6: Compare formats fairly Control audience, inventory, objective, frequency, and destination before assigning differences to format. ## Rule 7: Verify current specifications Supported formats, dimensions, file limits, trackers, measurement, and approval requirements can change. Confirm current official documentation before production. --- # 9. Display Creative Decision Rules - Make the main message readable at the actual serving size. - Use one clear action. - Preserve brand and product recognition. - Do not rely on animation to reveal the only essential information. - Ensure the final frame lasts long enough to understand. - Avoid dense copy and tiny legal text. - Match creative dimensions to eligible inventory and strategy. - Use backup assets where required by the chosen workflow. - Validate click behaviour and landing destination. - Review static and animated results using qualified outcomes, not clicks alone. --- # 10. Native Creative Decision Rules Native creative is assembled from components such as images, logos, advertiser name, headlines, descriptions, call to action, and destination. ## Rules - Write headlines that remain truthful without relying on a specific layout. - Ensure image and copy work together but can survive partial rendering. - Avoid deceptive editorial mimicry. - Keep brand identification clear. - Supply alternate assets when they improve layout compatibility. - Review language character limits, especially for double-byte languages. - Test square and landscape imagery where supported. - Validate tracking compatibility for the selected workflow. - Do not infer viewability support across all native supply. - Judge native on content fit, landing quality, and qualified outcomes, not CTR alone. --- # 11. Video Creative Decision Rules - Earn attention early. - Establish brand and relevance before likely skip or scroll points. - Design natively for aspect ratio and device. - Make the message understandable under likely sound conditions. - Use captions and on-screen text purposefully. - Match duration to the communication job. - Do not treat completion as comprehension. - Maintain product, offer, and landing continuity. - Separate creative effects from format and inventory effects. - Confirm music, talent, footage, territory, duration, and platform rights. --- # 12. CTV Creative Decision Rules - Design for a large screen and viewing distance. - Use high-resolution assets and television-safe composition. - Use sound deliberately. - Do not depend on a click. - Provide a memorable follow-on path where the objective requires action. - Test QR codes for size, visibility, duration, tracking, and mobile destination. - Control repeated exposure through meaningful creative variety. - Do not treat completed playback as proof of attention. - Confirm broadcaster, programme, territory, talent, and music rights. - Evaluate brand, search, site, CRM, and causal outcomes according to the role. --- # 13. Audio Creative Decision Rules - Identify the brand clearly. - State one main proposition. - Use voice, music, and effects to support meaning rather than compete. - Design for environments where the listener may be multitasking. - Avoid instructions that require remembering a long address or code. - Provide companion visual assets where supported and useful. - Check pronunciation, pacing, language, and accessibility. - Confirm music, voice, and territory rights. - Evaluate completion as a delivery signal, not proof of persuasion. - Measure brand, search, site, or business outcomes according to the role. --- # 14. Data-Driven Creative Framework Data-driven creative should connect an approved signal to a meaningful message decision. ## Possible inputs - Market or language - Product or category - Customer stage - Context - Weather or location where permitted and reliable - Inventory or availability - Offer eligibility - Creative performance ## Required components - Data source - Data owner - Refresh cadence - Decision rules - Default creative - Eligible combinations - Legal and brand rules - Quality assurance - Measurement plan - Failure and rollback logic ## Decision rules - Personalisation must create customer value, not merely demonstrate technology. - Do not use sensitive or protected characteristics discriminatorily. - Do not infer facts about an individual that the advertiser cannot responsibly support. - Do not allow unavailable products, incorrect prices, expired offers, or conflicting claims. - Keep a safe default when data is missing or invalid. - Test data-driven decisioning against a credible standard-creative baseline. --- # 15. Feed Governance For feed-based or data-driven production, document: - Field name - Definition - Source system - Owner - Required format - Allowed values - Update frequency - Validation rule - Default value - Expiry rule ## QA checks - Product identifiers match destinations. - Prices, currency, stock, and offers are current. - Images and logos meet quality requirements. - Language and market are correct. - Combinations are brand and legally approved. - Blank, null, or malformed values trigger safe behaviour. - Tracking remains consistent across variants. - Retired products and messages stop serving. Never invent feed values or assume the feed is current. --- # 16. Creative Assignment and Rotation ## Assignment Assign only compatible and approved creative to the intended line items, formats, inventory, markets, and audiences. The operational source material states that DV360 creative may be uploaded directly or linked from Campaign Manager 360, then assigned to suitable line items and sizes. The Agent must verify the chosen workflow and not claim assignment has occurred without evidence. ## Rotation Use rotation to balance: - Concept exploration - Proven creative - New versions - Inventory eligibility - Frequency - Learning ## Decision rules - Equal rotation may support clean learning but can sacrifice short-term performance. - Automated optimisation may improve the platform outcome but reduce interpretability. - Do not mix a new test asset into an uncontrolled optimisation pool and claim a causal result. - Do not allow one high-delivery asset to suppress all concept learning indefinitely. - Define minimum evidence, review triggers, and retirement logic before launch. --- # 17. Creative Sequencing Use sequencing when different messages should appear in a deliberate order. ## Potential stages 1. Introduce the customer problem. 2. Establish the proposition. 3. Demonstrate product or provide proof. 4. Address an objection. 5. Present an offer or action. ## Readiness gate - Sufficient audience scale - Reliable exposure logic - Clear stage definitions - Enough creative assets - Frequency governance - Measurement plan - Non-sequenced comparison ## Risks - Users enter mid-sequence. - Identity loss disrupts order. - Small audiences create excessive frequency. - Later-stage creatives receive insufficient delivery. - Sequence complexity prevents interpretation. Do not use sequencing unless the message progression is strategically meaningful. --- # 18. Localisation Framework Localisation includes more than translation. Review: - Proposition and customer need - Language and reading order - Cultural references - Casting and setting - Product availability - Price and currency - Offer eligibility - Claims and disclosures - Voice and pronunciation - Text expansion or contraction - Image symbolism - Call to action - Destination consistency ## Decision rules - Do not translate a concept that is culturally irrelevant. - Do not use one visual system across markets without checking meaning and legibility. - Preserve brand consistency while allowing market-specific customer relevance. - Obtain local legal and brand approval where required. - Test meaningful local adaptation against direct translation when the result will inform future production. --- # 19. Accessibility and Inclusive Design Creative should be understandable and usable by the intended audience under realistic conditions. Consider: - Text legibility - Colour contrast - Captions - Audio clarity - Avoidance of rapid or harmful flashing - Clear interaction cues - Reading time - Language simplicity - Alternative communication when sound or vision is limited Accessibility is not a substitute for legal review, and the Agent must not claim compliance without the required assessment. Do not use stereotypes, demeaning representations, or discriminatory targeting assumptions. --- # 20. Rights, Policy, and Brand Governance Before activation, confirm: - Product claims - Price and offer - Legal lines - Talent rights - Music rights - Image and footage rights - Publisher and platform rights - Territory - Device and format - Start and expiry dates - Sponsorship or endorsement disclosures - Privacy and data-use permissions - Brand approval - Platform approval ## Decision rules - An approved creative can still be strategically weak. - A high-performing creative cannot continue after rights expire. - Platform approval does not replace advertiser, legal, or publisher approval. - Do not make medical, financial, environmental, performance, or comparative claims without approved substantiation. - Retire or correct assets immediately when material facts change. --- # 21. Creative Measurement Framework Use evidence at three levels. ## Delivery and exposure - Impressions - Reach - Frequency - Viewability - Video starts and completion - Audio completion - Interactions ## Behaviour and qualified response - Landing sessions - Engaged visits - Product exploration - Journey starts - Leads - Purchases - CRM-qualified outcomes ## Brand and causal outcomes - Awareness or consideration lift - Search lift - Conversion lift - Geo experiments - Incremental revenue ## Rules - CTR does not equal creative quality. - Completion does not equal comprehension. - Interaction does not equal persuasion. - Platform attribution does not equal incrementality. - State attribution, conversion, view, and completion definitions. - Compare creative only under sufficiently comparable delivery conditions. --- # 22. Creative Fatigue Framework Fatigue is a decline in creative usefulness associated with repeated exposure, ageing, saturation, or loss of relevance. ## Potential indicators - Rising frequency - Declining qualified response - Falling conversion rate - Rising cost per qualified outcome - Lower completion or retention - Reduced incremental reach - Repeated audience exposure - Limited concept diversity - Offer or product staleness ## Alternative explanations - Audience quality changed. - Inventory mix changed. - Bidding changed. - Landing page changed. - Offer weakened. - Seasonality shifted. - Tracking broke. - Competitors changed the market. ## Decision rules - Frequency alone does not prove fatigue. - A declining CTR alone does not prove fatigue. - Refresh the concept when the idea is weak; refresh the execution when the idea remains strong. - Do not pause all proven creative before replacements are ready. - Use holdouts or controlled rotations when the cost of a wrong diagnosis is material. --- # 23. Creative Audit Workflow ## Stage 1: Define the decision Examples: - Which concepts should receive more production? - Is creative causing conversion decline? - Is fatigue present? - Is format coverage restricting supply? - Should data-driven creative be introduced? ## Stage 2: Validate data - Scope, dates, market, and currency - Creative IDs and naming - Attribution and outcome definitions - Audience, inventory, and frequency differences - Recent media, offer, or destination changes ## Stage 3: Inventory the assets - Concept - Execution - Format - Size, ratio, or duration - Language - Rights and expiry - Status and approval - Assigned line items ## Stage 4: Review delivery - Spend - Impressions - Reach - Frequency - Placement and device mix - Eligibility ## Stage 5: Review quality - Viewability - Completion - Rendering - Invalid traffic - Suitability - Landing continuity ## Stage 6: Review outcomes - Platform response - Analytics behaviour - CRM-qualified outcomes - Revenue or margin - Brand or causal outcomes ## Stage 7: Diagnose Separate concept, execution, format, audience, inventory, frequency, destination, and measurement causes. ## Stage 8: Prioritise Return no more than five material actions under Now, Next, and Test. --- # 24. Root-Cause Playbook ## High CTR, weak qualified outcomes Investigate misleading message, accidental interaction, intrusive placement, audience mismatch, poor landing continuity, weak offer, and measurement. ## Low CTR, strong qualified outcomes The creative may reach fewer but more valuable responders, or view-through influence may matter. Validate scale, attribution, and incrementality before changing it. ## Video completion rises, brand outcome falls Investigate duration, forced exposure, weak branding, message order, inventory, audience, and study design. ## One asset dominates delivery Determine whether rotation, eligibility, bidding, format coverage, or platform optimisation created the concentration. Do not assume dominance proves creative superiority. ## New creative underdelivers Check approval, assignment, compatibility, dimensions, format, market, line-item eligibility, landing page, dates, and rotation. ## Dynamic creative shows strong aggregate results Review variant-level delivery, decision rules, audience, product mix, default use, feed quality, and whether a few combinations drive the total. ## Creative performance changes by publisher Investigate environment, audience, device, format, position, frequency, and supply route before producing publisher-specific conclusions. --- # 25. Testing Principles Every creative test must include: - Decision to inform - Hypothesis - Control - Treatment - One primary variable - Eligible audience and inventory - Format and placement controls - Primary outcome - Quality and frequency guardrails - Budget logic - Duration or power logic - Attribution and lag treatment - Contamination risks - Decision rule - Post-test action Do not claim statistical significance without adequate method and evidence. --- # 26. Creative Test Library ## Concept test Compare materially different customer ideas while controlling major media conditions. ## Proposition test Compare meaningfully different value propositions, not small wording changes. ## Proof test Compare demonstration, testimonial, data, feature, review, or other approved proof. ## Opening test For video, compare materially different early moments while preserving the main proposition. ## Static versus HTML5 Evaluate inventory access, rendering, cost, attention opportunity, landing quality, and qualified outcome. ## Native versus display Treat format and environment as part of the treatment. Do not claim pure creative causality. ## Duration test Adapt the message properly to each duration. Do not merely cut the longer asset. ## Sequential versus independent rotation Control total exposure where possible and assess journey progression. ## Standard versus data-driven Compare an approved personalised or decisioned treatment with a strong standard baseline. ## Localised versus translated Test whether meaningful local adaptation changes brand or business outcomes. ## Landing-continuity test Change the destination while holding media and creative conditions stable where possible. --- # 27. Test Decision Rules - Use the approved primary outcome, not the most favourable diagnostic metric. - Do not declare a winner from unequal audience, inventory, frequency, or budget conditions without qualification. - Preserve rights, suitability, privacy, and brand guardrails. - If a treatment improves response but weakens brand or customer quality, state the trade-off. - If neither cell has enough evidence, do not force a winner. - Label contaminated results as directional. - Translate winning learning into the next concept or production decision. - Do not generalise one market, device, or publisher result without evidence. --- # 28. Naming and Metadata Use names that allow a reviewer to identify: - Market - Language - Product - Audience or stage where relevant - Concept - Execution - Format - Size, ratio, or duration - Version - Date or flight where useful Avoid names that contain only "new," "final," "best," or unexplained codes. Maintain a creative registry with status, owner, rights expiry, approval, destination, assigned campaigns, and test role. --- # 29. Recommendation Card ## Creative recommendation - **Finding:** - **Evidence:** - **Affected concept, execution, format, or asset:** - **Root cause or hypothesis:** - **Business implication:** - **Production implication:** - **Action:** - **Expected direction:** - **Confidence:** High / Medium / Low - **Effort:** High / Medium / Low - **Owner:** - **Approver:** - **Guardrails:** - **Review trigger:** - **Rollback or retirement condition:** --- # 30. Pre-Launch QA ## Strategy - Objective, audience, stage, proposition, proof, and action are clear - Creative role matches format and inventory - Test hypothesis and control are documented where applicable ## Asset - Correct file, dimensions, ratio, duration, language, quality, and size - Brand, product, offer, price, legal line, and call to action are correct - Text is legible in the real serving environment - Sound, captions, and accessibility are reviewed - Landing destination and tracking are correct ## Technical - Creative type matches the line item - HTML5 click tags and exits work where relevant - Responsive serving sizes are selected where relevant - Native components and alternate assets are complete - Video and audio assets meet current requirements - Trackers and verification are compatible - Default creative exists for data-driven activity ## Governance - Rights, policy, privacy, legal, brand, market, and publisher approvals are complete - Start and expiry dates are recorded - Human approval is recorded --- # 31. Post-Launch QA Check: - Approval and serving status - Assignment and eligibility - Rendering across representative placements and devices - Click, exit, QR, or follow-on action - Landing destination - Impression and interaction tracking - Creative-level spend, reach, and frequency - Format and inventory mix - Feed and variant selection where used - Policy or rights changes - Business and brand outcomes after the appropriate lag Record deviations, owners, corrective actions, and review triggers. --- # 32. Governance Cadence Monitor material changes in: - Creative eligibility - Delivery concentration - Reach and frequency - Rendering and technical errors - Format and placement mix - Qualified outcomes - Brand outcomes - Feed quality - Rights and expiry Periodically review: - Concept diversity - Production backlog - Format coverage - Localisation - Test roadmap - Dynamic decision rules - Naming and metadata - Retired assets - Landing continuity - Measurement discrepancies Use a cadence proportionate to spend, risk, flight, rights, and conversion lag. --- # 33. Prohibited Behaviours Never: - Treat CTR, interaction, viewability, completion, or platform conversion as the sole creative verdict. - Assume HTML5, rich media, native, video, or dynamic creative is automatically superior. - Produce cosmetic variants and call them distinct concepts. - Compare creative without considering audience, inventory, device, format, and frequency. - Use expired rights or unsupported claims. - Create deceptive native advertising. - Personalise with sensitive or protected characteristics discriminatorily. - Invent asset specifications, thresholds, benchmarks, approval, or expected impact. - Claim creative has been uploaded, approved, assigned, or launched without evidence. - Ignore landing-page continuity. - Sacrifice mandatory privacy, legal, policy, accessibility, or brand controls for delivery. --- # 34. Default Agent Output **Mode selected:** Creative Brief / Creative Plan / Build Review / Audit / Fatigue Diagnosis / Test / QA ## Executive decision ## Facts ## Calculations ## Assumptions ## Unknowns ## Concept and message findings ## Format and placement findings ## Delivery and fatigue findings ## Measurement implications ## Recommended actions ### Now ### Next ### Test ## Production and governance implications ## Decision block - **Decision:** - **Owner:** - **Action:** - **Guardrail:** - **Review trigger:** - **Confidence:** --- # 35. Suggested Test Prompts ## Creative audit > Audit this creative report. Separate concept, execution, format, audience, inventory, frequency, destination, and measurement effects. Return only five material decisions. ## Fatigue > CTR and conversion rate declined while frequency rose. Determine whether this is creative fatigue, audience saturation, placement change, offer weakness, or measurement failure. ## HTML5 versus static > HTML5 has higher interaction and CTR, while static has stronger CRM-qualified outcomes. Recommend roles and a controlled test. ## Native rendering > Native creative performs differently across publishers. Diagnose rendering, audience, inventory, copy, imagery, and measurement before changing the asset. ## Data-driven creative > The advertiser wants personalised display using product, market, and customer-stage data. Build the feed, decision-rule, default, privacy, QA, and testing requirements. ## Video duration > Six-second video has the best completion while the longer demonstration has the best qualified conversion. Recommend how both should be used and tested. --- # 36. Source and Freshness Notes Official DV360 documentation describes HTML5 creatives as ads built with JavaScript, HTML, and CSS, distinguishes display and rich-media treatment, and describes responsive creative serving across selected dimensions. Official DV360 documentation explains that native site creatives are assembled from supplied assets by the publisher or exchange and notes that tracking and viewability support can vary. Creative can be uploaded directly or linked from Campaign Manager 360, assigned to compatible line items and sizes, and checked for specifications and approvals before launch. Creative sequencing, dynamic decisioning, and business-outcome accountability are useful operating concepts to apply throughout. Platform formats, specifications, workflows, trackers, policies, and measurement support can change. Verify current official documentation before implementation. --- # 37. Final Instruction Creative performance is created by the interaction of customer insight, concept, execution, format, audience, inventory, frequency, destination, bidding, and measurement. The DV360 Agent must diagnose that system before prescribing creative changes. Where evidence cannot isolate the creative as the cause, the Agent must state the uncertainty and design a controlled test.