Managing Creative Orders
Handling creative service requests and fulfillment as a media publisher on Tap.
Overview#
Many media publishers offer creative production services alongside their advertising inventory — from writing radio scripts to producing full video commercials. Tap integrates creative services directly into the campaign workflow, letting advertisers order production alongside their media buy. This guide covers how to receive, manage, and fulfill creative orders through the platform.
Creative Services on Tap#
Creative services on Tap connect advertisers who need production support with publishers who have in-house capabilities. As a publisher, offering creative services provides several advantages:
- Additional revenue — Production fees supplement your media revenue
- Faster activation — Campaigns launch sooner when you handle both media and creative
- Quality control — You ensure the creative meets your platform's technical specifications
- Stronger relationships — Full-service offerings build deeper advertiser partnerships
Types of Creative Services#
Common creative services you can offer through Tap:
- Script writing — Copywriting for radio and TV spots
- Voice-over production — Recording and editing audio spots
- Video production — Full commercial production for TV and digital
- Podcast ad production — Host-read scripts and pre-produced audio ads
- Graphic design — Display ad and banner creation
- Live read scripts — Talking points and briefs for on-air talent
To enable creative services, navigate to Ad Server > Platforms > Creative Services and toggle on the services your team can deliver. Set pricing and estimated turnaround times for each service type.
Receiving Creative Orders#
When an advertiser includes creative production in their campaign proposal, you receive a creative order alongside the media buy. Creative orders appear in your Ad Server dashboard under Creative Orders.
Each creative order includes:
- Campaign details — The associated media plan and flight dates
- Creative brief — The advertiser's requirements, brand guidelines, and messaging direction
- Format specifications — Required file formats, dimensions, duration, and technical specs
- Deadline — The date creative must be delivered to meet campaign activation
- Budget — The approved production budget
Creative order deadlines are tied to campaign flight dates. The platform automatically calculates delivery deadlines based on the production turnaround times you have configured and the campaign start date. Review your turnaround time settings regularly to ensure they are realistic.
Reviewing Creative Briefs#
Before starting production, thoroughly review the creative brief provided by the advertiser. A complete brief typically covers:
Brand Information#
- Brand name, logo, and visual identity guidelines
- Brand voice and tone preferences
- Competitor considerations and exclusions
Campaign Messaging#
- Key messages and value propositions
- Call to action (CTA)
- Required legal disclaimers or disclosures
- Offers, promotions, or pricing to include
Technical Requirements#
- Ad format and duration (:15, :30, :60)
- Delivery format (WAV, MP3, MP4, etc.)
- Resolution and aspect ratio (for video and display)
- Loudness standards (for broadcast)
Reference Material#
- Example ads the advertiser likes
- Previous creative that performed well
- Assets provided (logos, music, product images)
If the brief is incomplete or unclear, use the Request Clarification button on the order detail page to send questions directly to the advertiser. Do this before starting production to avoid rework later.
Production Workflow#
The creative order fulfillment process follows a structured workflow on Tap. Each stage is tracked in the dashboard so both you and the advertiser have visibility into progress.
Accept the order
Review the creative brief, budget, and timeline. If everything looks good, click Accept Order to confirm you will fulfill the request. If the scope is beyond your capabilities or the timeline is not feasible, you can Decline or Request Changes before accepting.
Assign to your production team
Assign the order to a team member or external producer. Use the Assign dropdown to select from your team roster. The assigned person receives an email notification with the brief details and deadline.
Produce the creative
Your team produces the creative according to the brief. During this stage, you can:
- Upload work-in-progress files for internal review
- Add production notes visible to your team
- Track time against the production budget
Submit for advertiser review
When the creative is ready, upload the final files and click Submit for Review. The advertiser receives a notification and can preview the creative directly on Tap. Include any notes about creative decisions or variations.
Handle feedback and revisions
The advertiser reviews the creative and either approves it or requests revisions. If revisions are needed, you will see specific feedback on the order detail page. Address the notes and resubmit.
Deliver approved creative
Once the advertiser approves the creative, the order moves to Delivered status. The creative files are automatically linked to the associated campaign line items, ready for activation.
Managing Revisions and Feedback#
Revisions are a normal part of creative production. Tap provides structured tools for managing the feedback loop efficiently.
Revision Rounds#
When setting up your creative services, you define the number of revision rounds included in your standard pricing. Typical configurations:
- 1 included revision — Common for simple formats like audio spots
- 2 included revisions — Standard for video and complex creative
- Additional revisions — Charged at an hourly or per-revision rate
The platform tracks revision rounds automatically. When the included rounds are used up, the advertiser is notified that additional revisions will incur extra fees.
Feedback Interface#
Advertisers provide feedback through Tap's review interface:
- Timestamped comments — For audio and video, feedback is pinned to specific timescodes
- Annotation tools — For display ads, advertisers can mark up the creative visually
- Approval workflow — Advertisers can approve, request changes, or escalate
Best Practices for Revisions#
- Acknowledge feedback promptly — Even if you cannot start revisions immediately, confirm receipt
- Ask clarifying questions — If feedback is vague, seek specifics before making changes
- Version your files — Upload each revision as a new version so there is a clear history
- Track scope creep — If revision requests go beyond the original brief, flag it early
Set clear turnaround time expectations upfront. Most advertisers expect a first draft within 3-5 business days for audio creative and 7-10 business days for video. If your timelines differ, communicate them clearly in your creative services settings to avoid misalignment.
Delivery Formats and Specifications#
Different media types require different delivery formats. Ensure your team delivers creative that meets the correct technical specifications.
Audio (Radio and Podcast)#
- Format: WAV (broadcast quality) and MP3 (digital delivery)
- Sample rate: 44.1 kHz or 48 kHz
- Bit depth: 16-bit or 24-bit
- Loudness: -24 LUFS (broadcast standard) or per-station spec
- Duration: Exact to the second (e.g., :29.5 for a :30 spot)
Video (TV and Digital)#
- Format: MP4 (H.264) or ProRes for broadcast
- Resolution: 1920x1080 (HD) minimum; 3840x2160 (4K) preferred for broadcast
- Frame rate: 29.97fps (broadcast) or 30fps (digital)
- Audio: AAC stereo, -24 LUFS
- Duration: Exact to the frame
Display (Digital)#
- Format: PNG, JPG, or HTML5
- Sizes: Per IAB standard ad units (300x250, 728x90, 160x600, etc.)
- File size: Under 150KB for static; under 200KB initial load for HTML5
- Animation: Maximum 15 seconds, 3 loops
Tap validates uploaded files against the specifications defined in the campaign line items. If a file does not meet the requirements, you will see a warning before submission.
Integrating with Your Production Team#
For publishers with dedicated production teams, Tap offers several integration points to streamline the workflow.
Team Management#
Add team members to your Ad Server account under Settings > Team. Each member can be assigned specific roles:
- Producer — Can view, accept, and manage creative orders
- Editor — Can upload files and manage revisions
- Reviewer — Can review creative before submission to advertiser
- Admin — Full access to all creative order functions
Notifications#
Configure notification preferences for your team:
- New order alerts — Email and in-app notifications when a creative order is received
- Deadline reminders — Automated reminders at 7-day, 3-day, and 1-day intervals before due dates
- Feedback alerts — Instant notifications when an advertiser submits review feedback
Workflow Tips#
- Use internal notes — Add production notes visible only to your team for context and coordination
- Batch similar orders — If you receive multiple audio spots from the same advertiser, coordinate production to maintain consistency
- Template your process — Create internal checklists for each creative type to ensure nothing is missed
- Track capacity — Monitor your team's workload in the dashboard to avoid overcommitting on timelines