How to Prepare HTML5 Creatives for CM360 and DV360

Campaign Manager 360 and Display & Video 360 are closely related Google Marketing Platform products, but the creative workflow still needs to be defined correctly. The brief should state where the files will be uploaded, how clicks or exits are handled, and whether the creative is standard display or rich media.

Prepare a clean ZIP package

Google’s CM360 guidance recommends a ZIP containing the main HTML file and every referenced asset. Organize assets in subfolders if useful, but keep the package simple and remove files that do not serve the creative.

Define click tags or exits

CM360 can detect click tags in HTML5 display creative assets and lets traffickers manage creative-level landing pages. Studio-based rich media uses named exits. Ask the media team whether they need one click-through, several exit events, or a specific Google Web Designer environment.

Standard display versus rich media

DV360 supports HTML5 display and rich-media creatives. Standard display often uses a direct ZIP upload. Advanced rich media—especially expandable or specialized formats—may require a Studio workflow or publisher-specific setup. Confirm the creative type before development begins.

QA checklist for CM360 and DV360

• Correct dimensions and meta data.
• All assets load from inside the package or approved sources.
• Click tags or exits are detected as intended.
• Landing pages can be assigned during trafficking.
• Animation, interactions, video, and controls follow the chosen format rules.
• No content spills outside the ad boundary.
• File weight and loaded asset weight stay within specification.
• Backup images and source files are supplied when scoped.

Multiple sizes and versions

Package each fixed size separately unless the platform workflow explicitly uses a responsive creative. Use consistent names, version numbers, and language codes. A trafficking sheet that maps every ZIP to size, market, message, and landing page reduces mistakes.

What to send in the brief

1. “CM360 display” or “DV360 display/rich media.”
2. Required dimensions.
3. ClickTag or exit names and destination behavior.
4. Whether the files are built in Google Web Designer.
5. Any video, interaction, expansion, or dynamic requirements.
6. Maximum weights and publisher-specific rules.
7. Final naming convention.

Why preview links help

A multi-size preview page lets designers, account teams, and clients review the complete campaign before the trafficker uploads each ZIP. It catches inconsistent copy, missing sizes, and layout problems earlier in the process.