Supply Chain
Part of Creative management technology
Versioning creative assets across an ad stack
Track creative files, feeds, profiles and ad-server assignments as one release so updates and rollbacks are explainable.
Version a creative release as a set of related parts: source assets, finished files or templates, feed content, rules, destinations and ad-server assignments. A filename alone cannot show which combination was live. A useful record captures what changed, who approved it, where it was published and how to restore an earlier approved state.
Name the actual products and objects at each hand-off. Examples include Google Studio, Google Campaign Manager 360 (CM360) and Google Ad Manager; record only the components used in your workflow.
Record each part
Keep a release manifest in the team's own workflow. For each campaign and format, record the creative or template ID, source-file and image versions, copy, feed snapshot, profile version, destination set, approval and intended go-live time. Connect them with a stable change identifier.
Use one manifest record with fields for the change identifier, campaign, format, creative or template ID, source-file and image versions, copy, feed snapshot, profile version, destination set, approval and intended go-live time. Record the earlier approved state needed for recovery alongside the release.
Keep the version values for source files, images and profiles distinct from the stable change identifier. The identifier links the related parts of one release; a filename alone is not a release record.
Separate feed-value updates from structural changes. Feed-value updates can be prepared and previewed before publication. Changes to creative assets, feed structure or profile settings are structural changes that warrant additional review before publication, because they may affect live delivery.
Treat asset updates and feed references as separate parts of the manifest. If an asset is replaced or renamed, check that the feed still points to the intended asset, and record both the asset and its feed reference.
Key Elements of a Creative Release Manifest
- Change Identifier
- Stable link across all release parts
- Source File Version
- Distinct from change identifier
- Feed Snapshot
- Captures data at time of release
- Approval Record
- Who approved and when
Trace the effect of a change
Change / Check before release
- Feed copy or price
- Row ID, approval, preview and published profile
- Image replacement
- Asset path, feed transformation and affected sizes
- Template or feed-column change
- Bindings, rules, defaults and revision process
- Ad-server creative replacement
- Ads and placements in the selected campaign
- Creative deactivation
- All campaigns under the advertiser that still use it
Trace a change from the asset or feed reference through the profile and destination to the campaign's ad-server assignments. In a workflow using Google Studio, Google Campaign Manager 360 or Google Ad Manager, record the relevant product and object IDs rather than assuming the systems share a release control.
The actions above can have different scopes. Inspect assignments before assuming a change is local.
Release and recover
Treat approval as a gate: record who approved the manifest and its approval status, complete the required previews, and publish only after approval. Preview each required size with a normal row, a default row and a representative destination. After publishing, inspect the live state.
Write the recovery action alongside the release plan and identify the earlier approved state using the change identifier. If a release needs reversing, restore the approved feed values, reinstate compatible creatives and assignments, then inspect the live state to confirm the restored configuration.
Keep unpublished changes separate from published content. Keep the manifest with campaign reporting so a later change in results can be examined against the creative configuration in use.
