Overview
This document will cover the requirements for political creatives, including all banner and video types. Political creatives have additional legal requirements and must pass a specialized audit from our demand-side platform (DSP) to be approved. Common reasons for failing a creative audit will be covered, as well as the process El Toro takes if a creative fails, including adding a brand URL in addition to a click-through URL.
Political Creatives
The formatting and size specifications for political banner and video creatives are the same as the typical banner and video creative guidelines – check this article for more information. Political creatives, however, must have a legible "paid for by" statement. The "paid for by" statement must be proportional to the size of the creative and clearly legible. The lack of a "paid for by" statement will result in the creative failing to pass audit for ‘Content Prohibited by Policy.’
See the example below of a banner ad with a "paid for by" statement:
Rejected Political Creatives
If a political creative is rejected by our DSP’s audit process, a member of the Ad Operations team will reach out to whoever submitted the order line to let them know that the creative has been rejected and why. The most common reason for political creative rejection is missing or illegible “paid for by” statements.
Once you are notified of a failed creative, we recommend updating the creatives on your order line as quickly as possible so we can ensure we miss as little serve time as possible.
Click-Through and Brand URLs
The click-through URL is the landing page for any creative. It is the page a user will land on after clicking on the ad. Sometimes, especially in political campaigns, the landing page will not have any branding related to the ad. An example of this is a political ad that clicks through to a news article. The article will not contain sufficient branding per the DSP’s guidelines. To get around this, we can use brand URLs. This is a secondary URL that provides sufficient branding. To continue the example above, imagine we have a political campaign endorsing a candidate that lands on a news article. We can add a brand URL that is the candidate's campaign website, Facebook page, etc., and that will meet the requirements, and the creatives should pass audit.
Need Help?
To request support, follow the steps in the article below or contact us at support@eltoro.com and we’ll be happy to help.
Support Requests and Knowledge Base – El Toro Support Center
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