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Overview

Start with Add creative in the Creative Library when you have a finished file. When the upload finishes, the Library opens the appropriate creator with the file in its first slot. Complete the creative with a name, click-through URL, and format. From a campaign Library, this is the composer; from an advertiser Library, it is the inline creator. This assembly path uses your uploaded assets and does not require Creative Engines. You can still hand Murph an image, video, or ad tag in a conversation. Murph asks which campaign should receive it. HTML5 bundles also need their landing-page URL before delivery.
This is the chat-first path for creative you already have. To generate creative from a brief instead, see Creative and the creative manifest tasks.
The advertiser Creative Library also has a Catalogs tab for checking the feeds that can later support catalog-based creative work. Connecting or managing a feed opens the existing catalog manager; catalog-based creative building is not available from this tab yet.

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Previewing a creative

Select a Creative or Asset to open its previewer beside the list on wide layouts and in a sheet on narrow ones. The list stays in place with its search, filters, grouping, and scroll position, so close the previewer with Escape or Back to creatives to continue browsing. The previewer shows the available preview, status and summary facts, and attachment choices.
Promoted managed audio has a capability-gated API adoption contract. It is available only when both the account capability and bounded origin are explicitly enabled, and this change enables neither. See Adopt a managed audio source. Even when enabled, it records a creative and optional campaign association only; it never initiates seller or destination delivery, attaches to a media buy, or makes anything live.

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The flow

1

Upload the asset

Attach an image, video, tag, or tag sheet in the conversation. Murph recognizes the media kind automatically.
2

Answer “which campaign?”

Murph opens a short picker showing the advertiser and that advertiser’s recent campaigns. You choose where the creative should live:
  • An existing campaign — pick it from the list.
  • A new campaign — describe it in plain language and Murph creates it.
  • Save to the advertiser — park the creative at the advertiser level to assign later. The API and agent equivalent is Create advertiser creative master.
3

Murph maps it to placements

Once the creative is on a campaign, Murph maps it to that campaign’s placements. If an asset lands in the wrong slot, you can remap it. For an HTML5 bundle, add the advertiser destination in the creative’s click-through URL field before media-buy sync.

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Uploading to the Creative Library

On the Buyer V2 or shared V3 connector, ask to upload a creative and select its advertiser. Both expose the same upload_creative_asset Task and storage flow; no destination connection or provider account is required. Enrolled Buyer Accounts can save WAV and MP3 files up to 50,000,000 bytes as durable assets in that advertiser’s Creative Library. Accepted WAV MIME types are audio/wav, audio/x-wav, and audio/wave; accepted MP3 MIME types are audio/mpeg and audio/mp3. Audio upload is available to accounts your account team has enabled for it. If it is unavailable, the upload Task does not offer WAV or MP3; ask your account team to turn it on. The Task also accepts an MP4 up to 2,000,000,000 bytes when managed-video ingress and inspection are configured. Managed video does not depend on the private JPEG/PNG upload option. Eligible connections accept JPEG and PNG files up to 30,000,000 bytes. You can select or drag up to 25 files into the upload Task at once. The Task shows one progress list and runs no more than three private uploads at a time. Each file can be queued, uploading, verifying, done, or failed; retrying a failed file does not re-upload files that already finished. Before the batch starts, enter Library tags once to apply them to every file, or edit tags for an individual queued file. The same per-file limits still apply: JPEG and PNG up to 30,000,000 bytes, MP4 up to 2,000,000,000 bytes when enabled, and WAV or MP3 up to 50,000,000 bytes when enrolled. If a client can call tools but cannot render the embedded upload Task, upload_creative_asset returns a fallback_url. Open that HTTPS link to continue in Apostra with the authenticated customer and advertiser already selected. Without campaign composition, it opens that advertiser’s Creative Library and its upload flow; no campaign is created or selected. When campaign composition was supplied, the link instead opens the Add creative upload flow directly with the campaign and any supplied creative name selected; the user only needs to choose the local file and finish the form. The link never contains file bytes, a signed storage capability, or provider credentials. The browser calculates the file’s SHA-256 while streaming it, then uploads the bytes directly to private object storage with a create-only capability. File bytes never enter model or chat context. The signed PUT URL is returned only to the embedded Task app; it is excluded from model-visible results, chat/activity, logs, and persistence. Every Task call rechecks the buyer, advertiser, and exact authenticated principal. MP4 upload preparation must finish within 30 seconds. If managed-storage validation or secure upload setup does not finish in time, the Task returns a retryable SERVICE_UNAVAILABLE error with the failed preparePhase and creates no upload reservation. Reservation creation uses a bounded database commit and then checks the durable outcome if its acknowledgement is lost. A confirmed commit returns the upload capability, and a confirmed abort returns the same retryable error. If the outcome cannot be confirmed, the Task returns COMMIT_OUTCOME_UNKNOWN; do not retry that preparation, and contact support with the returned trace. Every error response withholds signed upload details. JPEG, PNG, WAV, and MP3 preparation is unchanged. The upload capability expires after two hours. Finishing the Task verifies the stored object’s declared type and exact size, pins its immutable storage generation, and waits for asynchronous digest and media inspection. When the Task is saving an advertiser-owned Library asset, you can add up to 50 optional Library tags, each no more than 64 characters. After successful finalization, Task activity gives the assistant the durable asset ID, saved name, tags, content type, byte size, SHA-256 digest, and available verified media facts. Video facts include container, codecs, dimensions, and duration. Audio facts include container, codec, bitrate, channel count, sample rate, and duration. Signed upload URLs, private storage paths, publication URLs, video frame rate, and provider identity remain excluded. After an advertiser-scoped Library upload succeeds, the confirmation card shows the asset preview (or a video or audio icon), its name, media kind, byte size, and the Library tags that were saved. The raw upload receipt is available behind an untrusted receipt disclosure. Select See it in your Library to open the Assets lens on that exact asset, or Upload another to start again. Hosts that cannot render the card receive the same facts in words and an authenticated Apostra chat link to the Library. The assistant can find promoted audio with search(kind: "creative_asset") by passing the advertiser ID in filter.advertiserId. To read one with get, pass the asset ID as id and the same advertiser ID as sourceId. Every read rechecks the customer, principal, and advertiser; the asset ID grants no authority. You can save an advertiser-scoped draft with formatKind: "audio_hosted", its URL-free canonical formatParams, and the uploaded asset in sourceAssets. Finalization does not create or attach a Creative. Product fit is checked later when you attach the draft or use it in a media buy. Existing provider-managed audio adoption is unchanged. Rejected or abandoned quarantine objects never become public delivery assets.
Upload finalization is not campaign association or destination delivery. Assemble a promoted image, MP4, or inspected audio asset through save_creative. Before choosing a product, name its URL-free canonical formatKind and formatParams; do not substitute a legacy format reference.
Managed MP4 upload is generally available to authenticated Buyer Accounts where its upload and inspection services are configured. Advertiser-owned WAV and MP3 upload remains an alpha available only to enrolled Buyer Accounts. Enrollment can be disabled without changing ad-platform credentials. JPEG and PNG eligibility remains independent.

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Add creative in the Creative Library

Open the advertiser or campaign Creative Library and select Add creative. The upload flow opens inside the Library. When it finishes, the Library opens the appropriate creator with the file in its first slot. Add a name, click-through URL, and format, then save the creative. Use More for Upload when you only want to add a reusable file, or New creative when you want to start from a file already in the Library. An authorized buyer can also assemble an advertiser-owned Creative before a campaign exists. A finished upload keeps its original filename as its display name. To save a draft, either name a canonical format such as image, hosted video, or hosted audio, or pick a product to use its seller format. The Assets tab contains reusable files uploaded directly to the Library. Files inside existing Creatives are not listed there. The Catalogs tab lists connected catalog feeds; it is separate from Creative collections. Files already inside existing Creatives stay with those Creatives and do not appear in Assets. A file you upload stays private to you until you use it in a Creative. In the Library’s New creative flow, select an uploaded file first. The Product picker defaults to Compatible with this asset, with All products and search by product or seller available when you need to compare options. Each row names the seller and canonical format, and lists the hard requirements that matter for the file: media type, hosted-file or VAST/VPAID delivery, file type, dimensions, duration, container or codec, and file-size limit where the seller declares one. A row explains why the selected file fits or does not fit. Selecting a product collapses the list and moves focus to its Format and slots step; choose Change product to return to the list. If no product accepts the file, choose Upload another asset to return to the Library uploader, or View all products to inspect every available product and its constraints. The Library reads each product’s buyer-visible canonical format options and verifies the selected option again before showing its slots. Select a compatible asset and place it with Place selected or drag it into the slot. Done makes one advertiser-scoped save_creative call and shows the authoritative Creative readback. You can select Show preview there to load the exact saved revision, then return to All creatives to find the Creative once. It does not attach the Creative to a campaign or contact a provider. Name the format in one of two ways. Before choosing a product, select the canonical format family and its parameters, such as image with a size or video_hosted with a duration. If you have already chosen a product, enter its exact opaque Product ID, including the sf2: prefix, and the Library resolves that product’s buyer-visible format option and slots. Select a compatible asset and place it with Place selected or drag it into the slot. Done makes one advertiser-scoped save_creative call and shows the authoritative Creative readback. It does not attach the Creative to a campaign or contact a provider. When you later attach the Creative or use it in a media buy, Apostra checks that its format kind fits the selected product. It does not yet compare format parameters such as image size or duration at that step. The Library checks file type and size from the durable asset record. For a promoted MP4, it also checks the verified container, video and audio codecs, exact or ranged duration, width, and height before enabling placement. A mismatch or missing inspection fact is rejected before save. Formats that require text, audio, HTML, nested groups, aspect ratio, or another unsupported property remain visible with the reason they cannot be saved there. Use the agent workflow for those formats and supply every required canonical slot explicitly. The Library never falls back to the legacy global format catalogue.

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Compose a campaign draft

Choose Compose in a campaign’s Creative Library to open the Creative composer Task. Pick uploaded assets, fill the format’s slots, set the draft name and click-through URL, then select Save creative. The preview updates while you work, and the save keeps the draft in that campaign’s Creative Session. This assembly flow is available whether or not Creative Engines is enabled. Ask for copy or other changes in the host chat. The composer has no separate change bar, so it reloads the session after chat updates it. A seller’s rejection or requested change can open the composer with that note pinned. Saving this draft does not create delivery, attach it to a campaign, or make it live. Use the existing Attach to campaign picker from the saved Creative’s Used in section when the draft is ready. Agents on the shared V3 connector can open the same Task with open_creative_library using lens: "composer" and the campaign ID. A composer launch always requires campaignId; add sessionId only to resume a specific editable Creative Session. This lens is buyer-only; seller accounts do not receive it. Without a session ID, Apostra creates a durable assembly draft with the campaign’s single supported composer format. For an entitled Buyer Account with a connected engine, the draft records that connection; otherwise it has no engine binding. It does not call a Creative Engine. If the campaign has no single supported composer format, the draft starts as a Snap Story and the Task says to change the format in chat. Hosts that do not render MCP apps receive an Apostra chat link with creativeAction=compose, the campaign ID, and the session ID when one was selected. The composer leaves asset assembly and save controls available when generation is unavailable. If Creative Engines is off, it tells you to ask your Apostra account team to enable it for the Buyer Account. If Creative Engines is enabled but this draft has no connected engine, it tells you that generation needs a connected Creative Engine on the draft. Generation also needs any applicable provider setup described in Creative Engines.

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Turning an uploaded image into a creative

Pass the finalized JPEG or PNG scope3-asset:// reference verbatim as sourceAssetRef to save_creative, plus the matching advertiserId or campaignId. Campaign-scoped adoption derives the owning advertiser from the campaign. For an eligible reference:
Use either campaignId or advertiserId, not both. The upload must be finalized and owned by the same customer, authenticated principal, and advertiser. The server copies the reverified JPEG or PNG bytes into the governed Creative asset store and persists only that durable asset plus a one-way source fingerprint. It never stores the opaque source reference, private object path, or upload/delivery signed URL on the Creative. For a campaign, creation happens in the advertiser library first and the existing campaign-membership operation runs second. Retrying the same source and name returns the Creative already created and completes a missing campaign attachment, without replaying campaign-scoped create side effects. The private upload can then expire without emptying the Creative.

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Turning an uploaded media asset into a creative

Call save_creative with either the advertiser or a campaign and one sourceAssets binding for every required slot. There are two ways to name the format: use a signed, product-bound creativeFormatId when a product has already been selected, or, for an advertiser-scoped Creative before choosing a product, use the URL-free canonical formatKind and optional formatParams. The second path has no product binding. When you later attach the Creative or use it in a media buy, Apostra checks the canonical format kind and parameters against each product. The result is per product: the Creative either fits, fits with named adaptations (resize, letterbox, trim, or transcode), cannot be confirmed because facts are missing, or cannot fit. A Creative without the required size, duration, codec, or container in formatParams needs an inspected uploaded asset that establishes that fact before Apostra can confirm its fit. A failed fit names the closest declared option and the difference, such as a 3-second audio file against a 15–30-second requirement. An attachment declares the required adaptations but does not perform them. Supply required copy and destination slots through social and clickUrl. For a composition that uses sourceAssets, ordinary assets are unbound and cannot satisfy the selected format’s required slots.

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Format parameters

For an advertiser-scoped Creative that names formatKind directly, pass only the URL-free formatParams keys listed for that kind. An unknown key is rejected. The list comes from the same format constraints that validate the save.
  • image: width, height, sizes, min_width, max_width, min_height, max_height, aspect_ratio, max_file_size_kb, image_formats, ssl_required
  • html5: width, height, sizes, min_width, max_width, min_height, max_height, max_initial_load_kb, max_polite_load_kb, host_initiated_subload, max_animation_duration_ms, max_cpu_load_percent, mraid_required, mraid_version, om_sdk_required, clicktag_macro, backup_image_required, backup_image_max_size_kb, ssl_required
  • display_tag: width, height, sizes, min_width, max_width, min_height, max_height, supported_tag_types, max_redirect_depth, backup_image_required, om_sdk_required, ssl_required
  • image_carousel: min_cards, max_cards, card_aspect_ratio, allowed_card_media_asset_types, card_image_max_file_size_kb, card_video_max_duration_ms, ssl_required
  • video_hosted: duration_ms_exact, duration_ms_range, aspect_ratio, orientation, min_width, max_width, min_height, max_height, video_codecs, audio_codecs, containers, max_bitrate_kbps, max_file_size_mb, captions, om_sdk_required
  • video_vast: duration_ms_exact, duration_ms_range, aspect_ratio, orientation, vast_version, vpaid_enabled, vpaid_version, simid_supported, linear_required, skippable_after_ms, max_wrapper_depth, ssl_required
  • audio_hosted: duration_ms_exact, duration_ms_range, audio_codecs, audio_sample_rates, audio_channels, max_bitrate_kbps, loudness_lufs, companion_image_required
  • audio_vast: vast_versions, vast_version, media_file_requirements, duration_ms_exact, duration_ms_range, skippable_after_ms, max_wrapper_depth, ssl_required, companion_image_required
  • audio_daast: duration_ms_exact, duration_ms_range, daast_version, linear_required, max_wrapper_depth, companion_image_required, ssl_required
  • sponsored_placement: supported_catalog_types, min_items, max_items, fanout_mode, required_catalog_fields, supported_id_types, hero_asset_supported
  • native_in_feed: title_max_chars, body_text_max_chars, cta_max_chars, cta_values, main_image_sizes, icon_size, max_image_file_size_kb, image_formats, ssl_required
  • responsive_creative: headlines_min, headlines_max, headline_max_chars, long_headlines_min, long_headlines_max, descriptions_min, descriptions_max
  • agent_placement: platform_extensions
  • coordinated_placements: platform_extensions
  • seller_rendered_stateful_display: platform_extensions
  • custom: format_shape
For a repeatable group, bind every member with the same zero-based instance: cards[0].media, cards[0].headline, then cards[1].media, cards[1].headline. Put uploaded image, video, or audio members in sourceAssets[].slot and text or URL members in social.components[].slot. Every required member must be present for each instance, and indices must be contiguous from zero. Meta-style hosted video with a required thumbnail:
Use an exact formatOptionRef from the buyer-visible product catalogue when a product is already selected. Otherwise name the canonical formatKind and its parameters directly; this does not invent a product or a legacy format reference. The MP4 must be promoted, every source must belong to the same customer, authenticated principal, and advertiser, and every required slot must be present. With advertiserId, the save writes an advertiser-owned Creative without attaching it. To attach that existing Creative later, open it in the Creative Library from the advertiser view. Its Used in section lists the advertiser’s draft, active, and paused campaigns and marks the ones that can take it. A campaign can take the Creative when at least one of its sellers accepts the Creative’s format. Campaigns whose flight has ended, campaigns with no sellers yet, and campaigns whose sellers could not be checked are listed but cannot be selected. In chat, asking to put a Library creative on a campaign sets the same membership through save_creative with campaignIds, or through save_campaign with creativeIds; the V2 attach_creatives_to_campaign operation performs the same attachment outside the Library. With campaignId, save_creative additionally requires the option on that campaign’s products and attaches the Creative. A Library MP4 remains destination_required until the governed V2 attach_creatives_to_campaign operation finds a compatible package whose selected destination is Meta. At that point Apostra rechecks the current buyer, advertiser, Meta account authorization, Library asset, and source revocation before Meta receives the existing MP4. Other destinations remain unsupported for this Library bridge and require no second upload. The same uploaded source can be used in multiple named Creatives while it is retained. Retrying the same name and exact composition returns the existing Creative. Images are copied into governed Creative storage. A hosted MP4 capability expires 90 days after source approval. Meta delivery renews that capability from the durable Library asset only while the exact source is still active and has not been revoked. Private source references, private storage URLs, and signed upload capabilities are never returned as provider input.

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Legacy provider-bound video adoption

An MP4 finalized by the shared V3 buyer Task is owner-bound and must use the V3 composition path above. The legacy V2 operation below is not a fallback for it. For a video uploaded through the legacy provider-bound Task, finishing returns the source_uid for the source that passed inspection. That same provider scope can adopt it without assembling a creative around a hosted URL by hand:
campaign_id is optional. Include it and the creative is attached to that campaign in the same call; omit it to keep the creative advertiser-scoped. The campaign and source must match the same advertiser and provider ownership. Attaching also pushes the campaign’s live media buys to their sellers. That push is best-effort and is not part of what the response confirms: a success means the creative is attached to the campaign, not that every seller has accepted it into its packages. Check the media buys themselves to see where the creative is live. The V2 response returns creative_id, source_uid, delivery_url, publication_uid, name, and created. A success that named a campaign_id means the creative is attached to that campaign whether or not this particular call attached it, so a retry safely finishes an interrupted attachment. You name the source, not a URL. The hosted HTTPS URL is issued server-side and resolves the exact file that passed inspection, so the private storage location is never something you supply or can substitute. Adopting the same source twice returns the creative that already exists, with created: false, rather than making a second one. If you include a campaign_id the second time, the existing creative is attached to that campaign — so a call that was interrupted after the creative was made can be retried safely. Retry with the same name: adoption never renames an existing creative, so asking for a different one is refused rather than silently returning a creative that does not have the name you asked for. Names compete among an advertiser’s creatives that are not currently scoped to a campaign — which is how adoption always creates them. If one of those already holds the name, adoption is refused rather than silently reusing it. A creative created directly under a campaign is outside that set while it stays there, but detaching it moves it in: detaching does not free a name, it claims one. Attaching an adopted creative to a campaign afterwards does not release its name either: archiving it does, and so does renaming it with a separate update_creative call. If the creative holding the name is already attached to a campaign, rename it instead — renaming frees the name without disrupting a creative that’s live in a media buy. update_creative is campaign-scoped, so a creative attached to no campaign can only be archived. Note that archiving is the advertiser-scoped delete (archive_creative); the campaign-scoped delete_creative only detaches the creative from that campaign and does not release its name. Duplicating an adopted creative with duplicate_creative copies the video, not the adoption: the copy is not the adoption of record for that source, so it neither blocks nor lets you re-adopt the source through it. A CONFLICT on name does not always mean “pick another name”. Each one carries a details.reason: name_creation_in_progress means another call is still writing that exact name, and retrying the identical request is the right move; name_creation_abandoned means that writer died mid-way, so archive the incomplete creative first; name_taken means the name belongs to a finished creative and you need a different one. The conflicts on source_uid work the same way — adoption_in_progress is the only one worth retrying. adoption_name_mismatch means the source already has a creative under another name; use that name or rename the creative separately. source_delivery_revoked and source_deletion_requested are terminal for that source: upload a new video before adopting again. Branch on details.reason rather than on the message text. Two rules here are enforced by the database, not just checked: a managed video source can back only one live creative, and advertiser-scoped creative names are serialized across both adoption and ordinary creation. Both hold no matter how many callers race, and archiving frees the name.
The delivery_url is not permanent. It stays valid while the source is retained and its delivery has not been revoked. Once the retention window ends, or once the delivery has been revoked with nothing live replacing it, re-adopting that source is refused — with a message telling you what happened, not a name collision. Requesting deletion of the source refuses it too, by taking the source out of the adoptable state. None of these can be refreshed in place: upload a new video and adopt that new source, usually under a new name, since the existing creative still holds its old video until you archive or rename it. A deletion request also stops a call that was only trying to finish an interrupted attachment — a source you have asked us to erase is not attached to anything further.
If the source is already held by a creative but adoption can no longer confirm that creative still carries the video — because its asset was replaced or removed directly on that creative — adoption refuses with CONFLICT rather than creating a second creative for the same source. Archive the creative holding it and adopt again, or upload the video again and adopt the new source. A second CONFLICT also tells you to archive, for a different reason: an earlier adoption of this same source left its creation marker uncleared and has been stuck long enough (about fifteen minutes) that nothing is still writing it. An asset row may already have landed, but the creative never finalized. Its details.reason is adoption_abandoned; archive that incomplete creative and adopt again. Within these three source-identity conflicts, adoption_in_progress is the one you should simply retry. It means another adoption is still finishing or the blocking adoption changed while this request was classifying it; retrying lets the request observe the settled state. The separate name_creation_in_progress reason described above is also retryable. Branch on details.reason, never on the message; the other reasons require archiving or changing the request first. Legacy adoption produces a creative and may enqueue existing V2 campaign sync behavior; its success response proves neither provider creation nor acceptance. Only exact provider readback confirms destination materialization. For the production-dark managed-audio contract, see Adopt a managed audio source. Adoption is available wherever direct video delivery is configured — it is part of the generally available managed-video capability, not a separate account opt-in. A request made while the delivery service is unavailable is refused with CAPABILITY_NOT_SUPPORTED.

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Uploading HTML5 banner ZIPs

Some ad tools export one HTML5 banner as a ZIP containing index.html and its scripts, styles, images, fonts, or video. The V2 buyer API keeps a recognized package together as one HTML5 creative. The entry point may be index.html at the ZIP root or, for a single-folder export, banner/index.html. All creative files must be inside that one folder; multiple entry points or multiple enclosing folders are rejected. Creative file contents and relative asset paths are preserved, and the entry point is recorded for delivery. macOS metadata (__MACOSX, .DS_Store) and hidden directories such as .vscode/ are ignored when identifying creatives. Retained files in hidden directories must still use supported file types. .DS_Store and AppleDouble resource-fork entries (._* under __MACOSX/) are removed from the delivered ZIP, so their names cannot exempt retained content from the supported-type check. ZIPs without those metadata entries keep their original bytes. SVG and MP4 files are supported inside the bundle. All input metadata counts toward file-count and decompressed-size limits before removal. The campaign file-upload UI also ignores hidden directories when expanding files; ordinary non-hidden subdirectories remain available. A retained HTML5 bundle may contain at most 100 files. Both its ZIP bytes and its total decompressed contents must fit within 10 MiB, and its entry HTML must fit within 1 MiB. The V2 backend allows at most 200 total entries in each ZIP, including folders. Metadata counts toward these limits even when it is ignored for creative recognition or removed before delivery. The entry HTML must declare exactly one unambiguous size:
Replace 300 and 250 with the banner’s actual positive integer pixel dimensions. Dimensions are not inferred from the ZIP filename, CSS, images, video, or a separately supplied landing URL. Missing, invalid, or conflicting ad.size declarations produce that specific requirement. A readable ZIP that fails the creative contract is reported as an import rejection, not as a corrupt or unreadable archive. Traversal paths, duplicate paths, symbolic links, unsupported files, ambiguous entry points, and oversized bundles remain blocked. V2 also recognizes wrapper exports containing one nested HTML5 ZIP, an exact exploded copy, and an explicitly named same-size backup image. The nested package keeps its creative files and relative paths. Its removable macOS metadata is stripped using the same cleanup described above, so its ZIP container bytes may change. In V2 Murph, an attachment used on a later turn is retrieved from the account’s saved attachment pool before inspection. If those bytes cannot be retrieved, the error says the attachment was unavailable and that its archive contents were not inspected. Inline files and saved attachments share the existing 50 MiB total chat upload budget when V2 Murph retrieves a batch. A batch that cannot fit returns that limit explicitly before creative inspection; use fewer or smaller files in the call. Claude/Apostra connector availability: attaching a ZIP to a Claude conversation does not itself upload it to Apostra. The V3 save_creative surface and managed-media upload Task do not currently adopt HTML5 ZIPs. Use the existing V2 buyer upload flow for HTML5 ingestion; a connector with only V3 tools cannot perform that upload. An unavailable upload path is not evidence of archive corruption. Support should identify the connector surface and the actual upload result before diagnosing the file. Importing and delivering are separate checks. Before media-buy sync, an HTML5 creative needs an explicit landing-page URL in its click-through URL field. A placeholder clickTag or missing destination is a delivery concern, not an archive integrity failure. A seller option whose HTML5 behavior requirements cannot be proved from inspection is rejected with the blocking requirement named.

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Uploading tag sheets

Murph accepts creative manifests in CSV, legacy XLS, and XLSX. CM360/DCM tag sheets can include instructions before the data table and several alternative tag implementations for one placement-tag row; Murph finds the actual header and creates one creative per populated display row rather than attaching every display alternative as a duplicate. For display, Murph prefers the iframe/JavaScript implementation and uses JavaScript or Standard as fallbacks. It retains every populated display, VAST pre-fetch, and Internal Redirect alternative as inert source provenance. Inline third-party markup is stored as a non-trafficable custom creative without rewriting vendor macros. Murph does not mislabel it as canonical display_tag (which requires a hosted tag URL) or as an HTML5 bundle. A sheet containing only destination-sensitive alternatives is recognized but not converted into an arbitrary primary creative. VAST version must match the destination player, while Internal Redirect requires separate image and click URL fields in a compatible ad server. When modern and legacy sheets contain the same placement name and size, the modern row takes precedence; unmatched legacy rows are retained. Declared dimensions such as 300x250 are retained for destination compilation. Murph can also read dimensions from common tag markup, including HTML attributes, CM360 inline styles, and sz= parameters. A dimension declared in the sheet takes precedence over a size inferred from markup.

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Preview and improve the mapping

Use the Inspect a Tag Sheet skill to preview a CSV, XLS, or XLSX file locally before upload. Its offline inspector returns the parser version, mapping-profile version, mode, creative-row count, canonical role and rule IDs, and diagnostic codes. The receipt contains no filename, worksheet name, source header, placement name, tag, URL, formula, or cell value. The mapping profile is versioned. When the production parser can read a workbook but finds no usable rows, Apostra automatically records the same content-free receipt. When that shape recurs across customers, it sends one deduplicated, content-free signal for team review. Corrupt files and size-limit failures are recorded for diagnosis but do not automatically become product work. Destination-sensitive rows are recognized and require a compatible destination before trafficking. A team member or authorized agent reviews the signal, reproduces it with synthetic or explicitly approved sanitized data, adds a regression fixture, and publishes a new profile version. If local inspection finds a plausible but incorrect result, such as the wrong row count, the skill can prepare the same sanitized receipt for support. It asks for confirmation before filing and never sends the workbook or its contents. Customer workbooks do not enter the shared test corpus by default.

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Uploading before you’ve named an advertiser

You don’t have to know the advertiser first. If you drop a file at the start of a conversation, Murph stashes it and holds onto it across turns. The moment you name (or pick) an advertiser, the stashed upload is adopted into the “which campaign?” picker — nothing is lost between the upload and the decision.

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What happens to your creative

  • The asset is stored against your advertiser and, once routed, attached to the chosen campaign.
  • A creative saved to the advertiser (rather than a campaign) waits there until you assign it — it is not sent to any seller until it’s on a live campaign.
  • Attaching to a campaign makes the creative eligible to enter delivery; it must still clear any storefront and source-system approval gates before it can serve. Saving to the advertiser or stashing does not begin that process.