Alternative Text (Alt-Text)
The next step is to complete the mandatory alternative text field for your image(s). Alternative text, or "alt text", describes the appearance or function of an image or advertisement on a page. It is a short text description of the content and/or the purpose of an image or advertisement on a webpage. It is:
Typically displayed on a webpage when an image fails to load.
Indexed by search engine bots to better understand the context of pages.
Read aloud by assistive technology, such as screen readers, generally used by people with visual disabilities.
When writing alt text for a creative, keep the following tips in mind:
Can be written according to this template: “[Brand name]. [Text used in the creative].”
Must be limited to 120 characters, including spaces.
Must contain the text used in the creative, including the text of the Call to Action (if the creative contains a CTA). This also includes text describing sales, discounts, legal text, and copyright text.
Must utilize proper grammar and spelling.
Doesn’t have to describe images within the creative, but may if the character limit allows.
Should be as concise as possible, containing abbreviations if necessary.
Shouldn’t contain unnecessary phrases like “image of” or “ad of.”
Doesn’t need unnecessary punctuation (dashes, commas, apostrophes), unless part of a brand name.
Should have symbols and dates spelled out: use “copyright” instead of ©, “percent” instead of %, and “May 1, 2023” instead of 5/1/23.
Alt text is also required for compliance with the European Accessibility Act (EAA) and Web Content Accessibility Guidelines (WCAG).
Alt text and the retailer review
When you submit a creative for review, the retailer can see your alt text directly in their review panel, alongside the creative preview.
If alt text is present, it appears as a read-only field in the review panel.
If alt text is missing or empty, the retailer will see a warning indicator on the creative.
Missing alt text is a non-blocking warning — it does not prevent the retailer from approving your creative. However, the retailer may leave a comment asking you to add it before the campaign goes live.
If a retailer requests alt text:
Open the creative in Shared Library > Creatives, add the alt text in the Creative Builder, and save. The updated creative is automatically resubmitted for review — you don't need to resubmit the line item manually. If the same creative is assigned to multiple line items, it returns to "In Review" status for all of them.
Redirection URL
It is the destination link that a user is sent to after clicking on an advertisement. The URL ensures the user reaches your intended page (e.g., product page, signup form etc).
Preview
Prior to uploading background images, you’ll be able to see a skeleton version of the selected format on the right side of the screen in the Creative Preview tool.
The skeleton image provides a framework of the elements comprising the ad to give you a visual sense of how it will appear, even before you add any details or images.
The preview tool updates in real-time, so when you upload background images, you’ll see the preview reload to display your images. Use the preview tool to adjust your images and ad settings as needed before adding them to your line item. You can also add a background color and border color in this section by entering hex codes or using the pop-up color selection tool.
For more information, please reference the Creative Demo article.
Add-ons
After filling out the mandatory fields, you can add optional fields as well to your ad, like a Call-to-Action (CTA) link, CTA file, or legal text that may be required for your product.
The number of available add-ons varies by format type. Some formats allow one, and others allow more than one.
Use the toggle to expose the available options for the add-on:
CTA link: An interactive button that links to an onsite URL, like a product page.
CTA file: An interactive button that opens a file, like a downloadable coupon.
Legal text: Used for legally required copy, such as copyright and trademark information.
The fields for each add-on option vary, but you’ll be able to view the changes you make in the preview on the right. You can input things redirection links, text, and colors, for the add-on elements.
Once the creative images and settings have been entered and uploaded, click Create to finish building the creative. You will be brought back to the Creative Library, where you can view your creative or edit it.
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