docs(creative): creatives outlast campaigns + signal state changes (#2260)#4628
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…2260) Replace the 3.0 "retention seller-defined" hedge with a normative rule: library creatives MUST persist independently of the buys that reference them, regardless of submission path (sync_creatives, inline, or platform-native). Sellers MAY archive unassigned creatives for inactivity, post-flight expiry, or storage policy, but MUST signal any state change on a buyer-synced creative — via impairment on the buy when live assignments exist, via a creative state-change notification otherwise (#2261 owns transport). Widen the creative-status archived enumDescription to acknowledge seller-initiated archive and require the state-change signal. Additive description-only change; no new enum values, no new fields. Frame a library creative as the bundle of buyer-supplied inputs (assets, brief, brand+catalog pointers, or any combination), sidestepping the generative/non-generative fuzziness. Variant addressability is a format-level concern handled by #3305/#3307. Closes #2260. Refs #2261, #3305, #3307. Co-Authored-By: Claude Opus 4.7 (1M context) <noreply@anthropic.com>
Two blockers from protocol review: 1. Replace "MUST emit via buyer's registered notification channel" with the surface that exists today — list_creatives must reflect the new status on the next read. Aligns with the snapshot-and-log contract, which already names list_creatives as the conformant signal for resource state changes outside an active buy. #2261 owns the future push channel; promoted to SHOULD-additionally once it ships. 2. Add approved → archived (seller-initiated) edge to the creative state machine, scoped to creatives without active package assignments. Sellers MUST NOT seller-archive a creative with active assignments — the approved → rejected revocation path with an impairment is the only conformant route when active serving is involved. Friction note from product review: add explicit "library can be a thin view over per-buy storage" line for CTV/podcast vendors whose ad server has no library object distinct from per-buy attachment. Docs nits: tighten archived enumDescription wording; constrain seller-archive to no-active-assignments; update changeset to reflect the state-machine edit. Co-Authored-By: Claude Opus 4.7 (1M context) <noreply@anthropic.com>
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Summary
Resolves #2260 — the 3.0 spec punted on creative retention with "Retention of unassigned creatives is seller-defined." Platform research (Meta, Google Ads, GAM, DV360, FreeWheel, TTD, Spotify, TikTok, Reddit, Amazon DSP) showed no industry consensus on a numeric floor — GAM is indefinite by policy, Meta ~37mo, FreeWheel 25mo, most others publish nothing. The dominant pattern is "archive, never hard-delete," and the buyer-side guarantee that actually matters is observability of state changes, not a fixed retention number.
This PR drops the hedge and replaces it with two normative rules:
sync_creatives, inline oncreate_media_buy, or platform-native upload.approved→rejected, the seller MUST signal it — viaimpairmentif there's a live buy, via a creative state-change notification otherwise. Transport mechanics are owned by Creative lifecycle webhooks: formalize state-change notifications outside media buy lifecycle #2261.A library creative is the bundle of buyer-supplied inputs (uploaded assets, a brief, brand+catalog pointers, or any combination). This sidesteps the generative/non-generative fuzziness — retention applies to the bundle. Whether a format's rendered outputs are individually addressable (PMax-style fan-out vs. addressable variants) is a format-level concern, handled by RFC #3305 / #3307.
What's intentionally not here
creative.expiredevent type. That's Creative lifecycle webhooks: formalize state-change notifications outside media buy lifecycle #2261's job. We say "MUST signal" and let the webhook foundation work define transport.sync_creatives(already established atcreative-libraries.mdx:252).archivedenumDescription. Fully additive.Files
docs/creative/creative-libraries.mdx— new "Creatives outlast campaigns" subsection, replacing the seller-defined hedge at line 35.static/schemas/source/enums/creative-status.json— widenedarchivedenumDescription to acknowledge seller-initiated archive and require the state-change signal..changeset/2260-creative-retention-outlasts-campaigns.md— minor bump.Cross-refs
Test plan
#health-and-dependency-impairmentcross-link resolve🤖 Generated with Claude Code