Creator+
Lead Content Designer
Work performed: H1 2025
While experiments show that using more creatives can boost campaign performance for advertisers, most available creatives remain unused—highlighting the need for automation to unlock their full potential.
Creative supply directly impacts campaign performance: Testing shows that adding creative materials can increase ad value by +2.05%(statistically significant) and decrease CPA by -1.08% (statistically significant). This trend is consistent across all verticals.
Low creative utilization: Data from the past 90 days shows that in App & Gaming, 96% of potential creatives went unused. Similar underutilization exists in other verticals, including OLE: Lead (90%+) and OLE (80%).
Low penetration of current automation strategy: Revenue penetration for campaigns with auto-pull enabled is 9%, while revenue penetration for auto-pulled creatives is under 2%.
The solution? Creator+
The overall flow
Auto flow (detail)
Manual flow (detail)
Creator+ benefits for advertisers:
Auto-select enabled by default for clients with enough creative supply
Boost creative supply to reduce fatigue and cannibalization
Let clients control sources and set exclusion rules
Allow algorithms to explore without historical data
Option to opt out and go manual-only