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# Creative

Ad creative containing all data for visually rendering an ad.

```
object Creative
```

## Discussion

A `Creative` is the unit of visual presentation for an ad, composed of a pre-tap `creativeSpec` and a post-tap `destination`.

The `creativeType` field governs which `creativeSpec` variant applies:

- The `CUSTOM_PRODUCT_PAGE` and `DEFAULT_PRODUCT_PAGE` types use App Store product pages.
- The `LOCAL_ADS_SEARCH_CREATIVE` type is for Ads on Apple Maps.

The `systemStatus` field reflects the ad creative’s validation state:

- `VALID`: the ad creative can serve on an ad, though it may still be subject to additional review.
- `INVALID`: the ad creative has failed validation. For App Ads (`CUSTOM_PRODUCT_PAGE`, `DEFAULT_PRODUCT_PAGE`), you must create a new ad creative. For Apple Maps (`LOCAL_ADS_SEARCH_CREATIVE`), the ad creative may be recoverable by editing it (for example, adding a missing asset). Inspect `systemStatusReasons` to identify the cause.
- `PENDING`: the ad creative is undergoing system validation, policy determination, or waiting for asset CDN availability.

The system always returns the `eligibility` field unless you exclude it with the `fields` parameter. It summarizes whether the ad creative meets the requirements to serve ads on each supported ad placement.

Fields you can filter and sort on when querying ad creatives are listed in [`Query Ad Creatives`](/documentation/Apple-Ads-Platform-API/POST-creatives-query).

### Example

```json
{
  "id": 666777888,
  "adAccountId": 123456789,
  "name": "AwayFinder - Summer Campaign Creative",
  "creativeType": "CUSTOM_PRODUCT_PAGE",
  "creativeSpec": {},
  "destination": {
    "destinationType": "APP_STORE_PRODUCT_PAGE",
    "parameters": {
      "adamId": "987654321",
      "productPageId": "76659d7a-d146-43d3-b6b8-b7a12f74bf6b"
    },
    "url": "https://apps.apple.com/us/app/id/987654321"
  },
  "systemStatus": "VALID",
  "systemStatusReasons": [],
  "creationTime": "2025-06-01T10:00:00.000",
  "modificationTime": "2025-06-01T10:00:00.000",
  "eligibility": {
    "status": "ELIGIBLE",
    "allowedGroups": [
      {
        "supplyPlacement": ["APPSTORE_SEARCH_RESULTS"],
        "countryOrRegion": ["US"]
      }
    ],
    "blockedGroups": []
  }
}
```

## Topics

### Dictionaries

[`object Creative.CreativeSpec`](/documentation/Apple-Ads-Platform-API/Creative/CreativeSpec-data.dictionary)

Pre-tap ad experience specification with customizable attributes and assets.

[`object Creative.Destination`](/documentation/Apple-Ads-Platform-API/Creative/Destination-data.dictionary)

Post-tap destination entity defining where users go after tapping the ad.

[`object Creative.Eligibility`](/documentation/Apple-Ads-Platform-API/Creative/Eligibility-data.dictionary)

Eligibility data summarizing whether the ad creative meets requirements to serve ads.

### Type Aliases

[`string Creative.CreativeType`](/documentation/Apple-Ads-Platform-API/Creative/CreativeType-data.typealias)

Type of ad creative, determining which ad placements it can serve on.

[`string Creative.SystemStatus`](/documentation/Apple-Ads-Platform-API/Creative/SystemStatus-data.typealias)

System validation status reflecting whether the ad creative can serve.

[`string Creative.SystemStatusReasons`](/documentation/Apple-Ads-Platform-API/Creative/SystemStatusReasons-data.typealias)

Reason codes explaining the ad creative’s current system status.

---

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