Use the Ad Cards page to create and manage your Ads; as well as stay informed on the Auditing process that occurs with the Ad Exchanges. Each Ad is represented as a "Card" in the left-hand pane. Selecting a "Card" will display detailed information about the Ad on the right. 

Creating Ads

  1. Navigate to The Campaign Grid and select Creatives > Ads via the menu on the left-hand side. This will direct you to the Ad Cards screen. 

2. Click + New Ad and select an Ad Type from the drop-down.

3. Fill out the required fields for the Ad Type accordingly. 

Editing Ads

Edit a Single Ad

Ads can be edited as long as they are not assigned to live line-items and tactics. To edit an Ad, follow the steps below. 

  1. Navigate to the Ad Cards screen and select an Ad to display its Settings on the right-hand side. 

2. Scroll to the bottom-right of the Settings tab and click Edit.

3. Make any necessary edits to the Ad and click Save when complete.

Bulk Edit Ads

The Zeta DSP does not limit the number of ads you can edit at a time. Utilize the Bulk Action feature to Edit, Pause, Duplicate, Revalidate or Delete many Ads at once. To Bulk Edit Ads, follow the steps below. 

  1. Select the checkboxes next to the Ads you would like to edit (on the left). Remember, you can click as many Ads as you'd like.

  2. Click the Actions menu and select an option from the drop-down. 

Filtering Ads

When you have many Ads, use the Filter to display only the Ad Cards you want to view.

  1. Enter a part of an Ad's name into the search box.

  2. Enter another search term. You may continue to add terms. If you change your mind about a term, cancel it by choosing the X.

  3. Click Not to reverse the sense of the Filter and only display Ads that do not contain any of the search terms.

Viewing Ad Details

After selecting an Ad Card, the Ad's details are split into four tabs on the right-hand side of the screen. These include: Settings, Preview, Audit, and Assign. Manage your Ads using these options. 


View and modify an Ad's settings. The Ad Tag, Start/End Date/Time, Landing URL, and most other fields are on this tab. The layout of this screen differs per Ad Type.

  • HTML/Text

  • Image

  • Video/Audio

  • Native


View how your Ad will appear when deployed. Additionally, click on the Ad to ensure it's being directed to the correct landing page. For Video Ads, click the "play" button to watch the video. Click the External Preview Link to open the Ad in a new window. We preserve the URL for this preview, so if you need to save the Ad preview location or share it with someone else, just copy the URL of the new window. 


Determine whether or not you’re creative been audited on certain Ad Exchanges. Additionally, when Zeta blacklists an Ad, you may click to remove it or update it and try again. If you pursue the latter case, remove it from any Blacklist by selecting Remove. See the Ad Audit Status Overview article for more information. 


We recommend you assign Ads to campaigns, line-items, and tactics via The Campaign Builder. However, if you choose to assign Ads via this tab (of the Ad Card), you may. Select a campaign from the list, as well as the respective line-items and tactics.

General Guidelines for Ads

  • White Ads: Ads having a white background must display a distinct border to clearly identify where the page ends, and where the Advertisement begins.

  • Sponsor Identification: Ads must clearly identify the Sponsor of the Advertising message.

  • Accuracy of Message: The Advertiser's landing page must match the offer made in the Advertisement.

  • Clarity of Message: An ordinary user must be able to make an informed decision from the offer(s) reflected on the Ad.

  • Legal: All product claims, warranties, guarantees, or other assurances must comply with applicable laws and regulations.

  • Accessibility: Destination landing URLs must be accessible to web crawlers for Search Engines, i.e. Search Engines must be able to navigate to the page.

The Ad Choices icon

All Zeta behaviorally-targeted Ads display the Ad Choices icon. It indicates that the specific Ad they are viewing is served based on user interest and provides the user with means to express choice about their interest-based information. Ad visitors may opt-out of behavioral advertising, which requires Zeta to not use their online behavior to determine the Ads they are shown. Zeta follows the standards and practices set by the NAI, DAA, DAAC, and EDAA.


The Google DoubleClick Ad Exchange (ADX) is in the process of moving all of its inventory to use the Secure Socket Layer (SSL). While ADX is one of many DSP inventory sources, so that you experience the best delivery and performance outcomes, we encourage you to ensure that your web pages and Ads are SSL-compliant. This means that when creating Ads, all URL references – including verification, measurement and DMP – employ https rather than http.


Ads may not:

  • Employ "Bait and Switch" tactics, i.e. promote an unavailable product or price as a means of luring the user into purchasing a different product.

  • Display False Functionality, i.e. display graphics that simulate interactivity where no such interactivity exists.

  • Resemble Error Messages or Windows/Mac/Unix dialogue boxes.

  • Prompt a download, with the exception of Mobile App installation campaigns.

Subjective Content

  • Astrology, horoscopes, psychic services or related services:

    • Creative must state that the service is for entertainment purposes only.

    • Creative may not imply that there are scientific groundings to such services and/or promises of wealth or good fortune.

  • All ringtone/cell phone offers must disclose the details of the service, particularly when the offer requires a subscription.

  • Ads for promotions, i.e. contests, sweepstakes, special offers:

    • Creative may not imply that the promotion is approved or endorsed by any government or quasi-governmental entity.

    • Must offer a fair opportunity for all entrants to win.

    • Chance-based promotions must clearly disclose that no purchase is necessary.

    • May not claim "everyone wins" or suggest that the user was specially selected to receive a prize.

    • May not suggest that a payment by the winner is necessary to claim a prize (except for applicable taxes)

    • May not imply that the mere act of clicking a button is sufficient to win (e.g. "Win a car! Click here!").

  • Ads for food products must comply with applicable laws and regulations regarding definitions/restrictions on food-related descriptive words.

  • The use of the term "Free" in any Ad must fully comply with all state and federal guidelines, and disclose all material terms and conditions to obtain the free item; in particular, Ad units which claim to offer "free gifts" which in fact require the user to sign up for one or more offers, trial subscriptions, etc., must disclose how many offers the user must complete before receiving the gift.

  • It May not suggest that the product alone is effective for weight loss or make any unrealistic claims about the amount of weight that can be expected from the product.

  • Must, where weight-loss claims are made or implied, contain a disclaimer such as "results not typical; individual results may vary".

Unacceptable Content

We do not accept ads for the following types of products:

  • Adult products (films, magazines, websites, toys, etc).

  • Alcohol or drugs

  • Lotteries (other than official State lotteries sponsored by a Government entity, i.e., Illinois State Lottery), casino services, online casinos, gambling portals, gambling educational sites.

  • Tobacco products

  • Political messages, religious messages

  • Degrees for sale or offered by non-accredited universities or programs

  • Firearms, ammunition or fireworks

  • Loan products which require upfront fees

  • Products/services that claim to repair bad credit

  • Securities (stocks, bonds, notes, warrants, options, etc.) or insider tips on a stock or commodity

  • Products containing ephedra, ma huang, chitosan or human growth hormones, comfrey, or pyruvate

Third-Party Ad Servers

The DSP supports creatives from third-party vendors provided that any cache-buster and click macros have been correctly inserted. The Zeta technology auto-completes these macros for the following Ad Servers:

  • DoubleClick (DCM)

  • Atlas

  • Pointroll

  • Flashtalking

  • Mediaplex

If you wish to use a different Ad Server, please contact the Zeta Programmatic Support team. 

When using DoubleClick view/impression tracking, please ensure that the code refers to an image rather than to JavaScript code.

If you are unsure about a tag, enter it to your web browser and inspect whether the result is an image or a code file.




On the Ad Cards settings screen, what is the difference between Ad vendors vs. Ad attributes?

  • Ad Vendor: Any Ad partner with an implementation within the Ad above and beyond the Ad Server. Examples include Brand Safety tools or Rich Media.

  • Ad Attributes: Include aspects of the creative including HTML5, expandable creative, etc. This section requires completion with at least one attribute.

Is there a preference to use JavaScript or iFrame tags?

In general, we prefer JavaScript tags. Overall Zeta DSP has seen lower discrepancies with third-party Ad Server data when using JavaScript creative tags.

Can I run non-clickable Ads through the Zeta DSP?

We do not allow Ads that are not clickable to be uploaded into our DSP. Ads that cannot be clicked, or that click through to a landing page unrelated to the creative message, will be flagged and you will be asked to modify them before they are submitted to Ad exchanges for auditing.

Can I deliver animated GIFs to mobile inventory?

Animated GIFs can be uploaded as image ads and run on mobile inventory without HTML5 formatting concerns. Just keep in mind that there is an additional spec recommendation of a max 15-second animation length and a max of 3 loops for the GIF animations. 

I noticed some Ad sizes are performing better than others. Should I pause or remove the under-performing Ad sizes?

Our models are always optimizing to the best performing Ads and Ad sizes. Additional Ad sizes help increase the volume of bid requests and improve the chances of delivery. Losing an entire Ad size could result in under-delivery. For this reason, it is best not to limit the Ad sizes you traffic to the campaign. If you want to help the under-performing Ad size, introducing a newly designed Ad for this size may benefit the campaign performance.

What is the maximum ad name character length?

 255 characters