Creative Assets

A creative asset is one finished creative that exists at an address in a source system — a file, a module, or a rendition that source distinguishes. What it is made from, what it looks like and where it fits are all described separately.

What you can do with a creative asset

• jobPlace a creative
  I have a creative and I need to know what form it renders in and which surfaces can carry it.
• tableMeasurement Plan · Content Types

Its creative assets— 1

• Hero imageexemplarOne finished visual that leads a promotional email: templated by the email, rendered as a single visual, composed against the email content width.

Why it matters

What goes wrong without it, as the commitments that license this kind say it, each standing on its sources.

• Use external content taxonomy as a mapping, not masteryAdopting an industry taxonomy as the master buys comparability and hands over governance of the vocabulary. When the external scheme revises, local meanings move with it, and a term that carried a specific operational sense is reinterpreted by someone else's committee. A mapping keeps both: the comparison when it is wanted, and the local meaning when it is not.
  Content Taxonomy
• Keep concrete creative separate from its classificationsA creative asset is one addressable thing that exists in a system of record. Its format, the role it plays, what is visible in it and the geometry it is delivered at are all descriptions of it, and each belongs to a different vocabulary. Folded into the asset they produce a record that is part file and part category, and can be neither counted nor found.
  DCMI Metadata Terms · IAB New Ad Portfolio: Advertising Creative Guidelines
• An exemplar shows the shape a record takesA model with no instances cannot be evaluated, and a model with invented instances cannot be trusted. Treating an example as documentation of a concept rather than an assertion about the world resolves the bind: one marked exemplar shows what a record of the kind looks like, while the claim that any such record exists stays unmade.
  SKOS Simple Knowledge Organization System Reference · Toward Principles for the Design of Ontologies Used for Knowledge Sharing