Understanding Innovid’s QA Policy for Dynamic Creative

Description: Innovid's Quality Assurance (QA) involves specific testing based on each creative's unique format and features. These tests confirm that a creative will behave according to both the advertiser and publisher's specifications. QA at Innovid includes three revisions: one during the initial creative review of the storyboard and template, one client review to review the feed and versions, and one final review to assess trafficking. This article describes Innovid's standard layers of QA and additional information on specific QA considerations related to Innovid versus client responsibility.


Innovid Designed Assets

Innovid will perform QA on all assets designed by our creative team in conjunction with the standard three rounds of client reviews to gain client approval before we begin the creative production process.

Client Approved Assets 

Innovid expects that creative assets submitted to Innovid are fully approved and signed off by all required client parties before Innovid performs any work needed on these assets. Therefore, Innovid will not QA client-provided assets and inputs. This includes image quality, spelling and grammar of text, language translations, etc. 

QA Considerations and Limitations

Versions Volume

For all stages of QA, Innovid will QA the minimum viable data set that requires review rather than all versions, which could potentially delay the launch due to the considerable time and effort required due to the high volumes of versions.

Innovid will QA for the total number of text columns in the feed, paying particular attention to the shortest and longest copy for each dynamic element.

For example: In a template featuring five headlines, two product images, and three CTAs, the total version count would be 30 (5x2x3). In this instance, Innovid will QA four versions, the longest and shortest copy in the headline and CTA feed (text) columns.

Image Quality

Innovid will not QA for ultra-high image quality. Due to the nature of display and publisher specs, Innovid may be required to compress images, but we try to retain as much quality as possible.

Font Rendering

Innovid will not QA for font rendering to match PSDs. While we try to match fonts (leading, kerning, weight, etc.) to the PSD asset - all browsers render fonts differently and, therefore, will never be 100% accurate to PSD mocks.

API Content for Live Ads

Innovid will not QA for content being retrieved from external APIs. The client is responsible for the data from the source. The client must vet any updates or changes made at the source that will be reflected in a live ad environment.


QA Stages & Responsibilities

The table below lists the QA stages, the description of each, and who is responsible.

QA Stage Description Responsible
Design/Storyboard QA QA storyboard design deliverables against the request and client requirements. Innovid Creative
Creative QA QA the master units (display/video) for initial review of creative layout.
Includes: Layout, fonts, image quality, dynamic elements, ad specs, animation, file size, image quality, load times and functionality - interactive, clicks, tracking
Innovid Creative
Data Feed QA

QA and compare the data feed to the required strategy.
Includes: All variable/dynamic headers match and align with the strategy. All versions are input, test URLs, image URLs, and additional external assets.

QA relevant, viable version data to determine the minimum required review.

For example, in a template featuring five headlines, two product images, and three CTAs, the total version count would be 30 versions (5x2x3). In this instance, Innovid will QA four versions, the longest and shortest copy in the headline and CTA feed (text) columns.

Innovid TPM
Primary & Secondary Trafficking QA

QA one preview link per dynamic unit and strategy simulating campaign live environment.

For example, If there are two strategies and five display sizes, AdOps QAs 10 preview links (10 versions).

Includes: QA of the media plan, creative rotations, tracking URLs, creative strategies, clickability, and end user functionality in Chrome only (i.e., correct version displayed per condition/targeting, proper clickthrough redirection, accurate third-party pixel fires).

Innovid AdOps


Innovid QA Terminology

The table below lists our QA terms and a definition of each.

Terminology Definition
The base minimum data/creative set Review the minimum viable data set that requires QA. This is based on calculating the number of text columns in the feed multiplied by two.
Animations match scope/source assets Confirm that animations match the source assets or storyboard provided by the client.
All dynamic assets load

Confirm that all external dynamic assets load from the Innovid platform.

Overlapping content

Check for any dynamic text that overlaps other elements within the creative.

Click tag URLs and macros

Confirm that all URLs go to the correct location and pass any additional macros/data.


Test the longest and shortest copy/text to confirm that it does not overlap with any background or product images or elements that it should not.


Client QA Responsibility

The table below lists the QA responsibilities of the client and details for each.

Responsibility Description
Content from data source - API, database, list of store locations, product prices, etc. The client is responsible for the data from the source. Any updates or changes made at the source level can be reflected in a live ad and are to be vetted by the client.
Quality of source assets Clients must send assets at the required quality and size to avoid any quality issues during compression or resizing.
Font license

Innovid expects clients to obtain the correct font license when sharing fonts with Innovid.


Innovid is not responsible for grammar or spell-checking in the client's data set.

Language translations

Innovid does not provide translation services, so when dealing with localized content, that responsibility sits with the client.

Product mapping

Innovid expects the client to supply the correct product mapping for DCO data sets.

Specific line/text breaks, text color

Innovid requires the client to supply specific directions around line breaks and text styling in the hand-off and storyboards.

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