Creatives are reviewed before they can serve, and occasionally a previously approved creative is flagged on a later review pass.
Common reasons
- Specs — wrong dimensions, oversized file, or a format mismatch. Check against Ad formats and creative specs: HTML5 bundles must be ZIP and ≤ 200 KB; push has strict character limits.
- Landing page mismatch — the destination doesn't match what the creative advertises.
- Landing page unreachable at review time.
- Policy — prohibited content, misleading claims, or missing disclosures.
- Broken destination URL, or macros malformed in the click URL.
What to do
- Fix the specific issue rather than resubmitting unchanged.
- Confirm the landing page is publicly reachable — not behind a login or geo-block that hides it from review.
- Resubmit.
If a live creative is suddenly rejected, the usual cause is the landing page changing or going down. Check the destination first. A The landing-page guard backup URL protects budget while you sort it out.
For operators: rejections are a good early signal about a new advertiser. A pattern of policy rejections is worth a conversation before that advertiser scales spend on your platform.
Sep 7, 2026