Global Creatives will allow advertisers with Advertiser Account(beta) accounts to define creatives once per region instead of per marketplace for standard display creatives.

What launched?

We're excited to announce a significant improvement to Amazon DSP's creative management capabilities as we introduce a new Global Creative workflow for 'Standard Display' creative types that eliminates the need to upload identical creatives multiple times for different marketplaces. There is no change to other creative types (Video, Audio, or Component Based, including ASIN-based creative templates)

With the Global Creatives launch, we have removed creative marketplace dependency, and advertisers will be able to upload the creative once per region, streamlining the creative upload process and reducing operational inefficiencies.

marketplace field is no longer required when creating a standard display creative.

The language selection will now display all languages available within the region. For instance, users uploading a creative to an advertiser account in the AMER region will have access to English, Spanish, French, and Portuguese options. However legacy DSP advertiser accounts must still select a language that their targetable marketplace supports. Advertiser Accounts (beta) can select any regional language.

The list of supported languages is expanded to show all regional languages.

We are updating the creative 'Preview' functionality to align with our new marketplace-agnostic upload process. With this update we're introducing a dedicated marketplace selector specifically within the 'Preview' feature. This ensures users can still access relevant privacy information (such as country specific opt-outs) while maintaining the streamlined, multi-marketplace creative upload experience. All other preview functionality remains unchanged.

Country selector has been added to the preview pane to allow previewing creatives in different marketplaces.

Why is it important?

Key benefits include:

1. Enabling rapid expansion into new countries - The new process facilitates expansion into new markets, particularly impacting industries like airlines, e-commerce, and entertainment.
2. Minimizing error risks - Having a single copy of the creative can reduce the risk of human errors, which can lead to mis-targeted ads, compliance issues, and wasted ad spend.
3. ADSP parity - This addresses a critical parity gap between ADSP and major DSPs like The Trade Desk and Google, which offer streamlined creative management features.

Where is the feature available?

• North America: United States, Canada, Mexico
• South America: Brazil
• Europe: Germany, Spain, France, Italy, United Kingdom, Belgium, Switzerland, Poland, Turkey, Austria, Netherlands, Sweden, Finland, Norway, Ireland, Denmark, Luxembourg
• Middle East: Saudi Arabia, United Arab Emirates, Israel, Egypt, Morocco, Bahrain, Kuwait
• Asia Pacific: Australia, India, Japan, China, New Zealand, Singapore

Who can use it?

• Self Service Advertisers who create 'Standard Display' campaigns across multiple locations with the same landing page in a single language. It is ideal for global brands - particularly in airlines, e-commerce, and entertainment industries.

Where do I access it?

• Amazon Ads API, Amazon DSP

API Specific

1. Creative Country is not required when creating or updating a standard display creative. However if it is set then we will honor it therefore this is backwards compatible.
2. If creative country is not specified, the language validation becomes regional for regional advertisers (e.g. SGA enabled). However if the account is not an Advertiser Account (beta) then the language must be targetable from the advertisers’ country’s marketplace or the user will see an error on saving.

The changes are:

1. The DSP tagged version of the call will require 0..1 marketplaces to be supplied instead of exactly one marketplace.
   Once complete, these calls will be mapped to backend calls made to the existing creative API.

For the list eligible creative for line item association API, the API has not changed but we have added an internal language filter based on the line items marketplace’s supported languages. Only creatives with a language supported by the AdGroup marketplace will be returned. The AdGroup marketplace will be equal to the Advertisers marketplace/country for legacy DSP advertisers.

The API interface has not changed but when creating the AdGroup-Creative association, the creative line language will be validated against the AdGroup’s marketplace’s allowed languages. Previously this check only occurred when saving the creative (and will still occur for MS and non-SGA enabled SS advertisers). This check also occurs for legacy DSP advertisers at the time of creative creation.

For the preview creative API , we are adding a previewLocationOverrides field which takes a country override.