---
name: freewheel-creative-lifecycle
description: "Manage FreeWheel creative review, rotation, and fatigue."
version: 2.0.0
author: Hermes Agent (rebuild)
license: Proprietary site content
platforms: [linux, macos, windows]
metadata:
  hermes:
    tags: [FreeWheel, Operations, Verification]
    related_skills: []
---

# FreeWheel Creative Lifecycle

Use for managing the full lifecycle of ad creatives in FreeWheel — upload, review, approval, rotation, and fatigue tracking.

## Creative Types

- **Video creatives** — preroll, midroll, postroll video ads
- **HTML5 banner creatives** — static and animated banners
- **Overlay creatives** — graphic overlays during content
- **Companion creatives** — companion banners alongside video
- **VPAID creatives** — interactive JavaScript ads
- **Dynamic creatives** — DCR/DCR2 dynamic creative rotation

## Creative Upload

- **Creative ingestion** — upload creatives to ad server
- **Format validation** — check format compliance on upload
- **Metadata tagging** — assign targeting metadata (geo, demographic)
- **Line-item mapping** — link creatives to line items
- **Version tracking** — track creative versions and revisions
- **Creative approval workflow** — review and approve before launch

## Creative Review

- **Format compliance** — validate against FreeWheel requirements
- **Sizing validation** — check dimensions against line-item specs
- **Brand safety check** — review content for brand safety compliance
- **Creative quality** — assess visual quality, playback issues
- **Targeting metadata** — verify geo/demographic tags
- **Line-item mapping** — confirm correct line-item association

## Creative Approval

- **Approval workflow** — review → approve → launch
- **Approval levels** — creative lead → client → final approval
- **Approval status** — pending, approved, rejected, revised
- **Approval timeline** — track review-to-approval duration
- **Approval notes** — document feedback and required changes
- **Rejection reasons** — document creative rejection causes

## Creative Rotation

- **Creative rotation** — manage rotation within line items
- **Rotation frequency** — set rotation schedule (daily, weekly)
- **Creative fatigue** — monitor creative fatigue metrics
- **Rotation optimization** — adjust rotation based on performance
- **Creative replacement** — replace fatigued creatives
- **Creative weighting** — adjust creative weight in rotation

## Creative Fatigue Tracking

- **Frequency tracking** — monitor creative exposure frequency
- **CTR decline** — track creative CTR over time
- **View-through rate** — monitor VTR decline per creative
- **Fatigue threshold** — flag creatives at fatigue threshold
- **Fatigue score** — calculate creative fatigue score
- **Replacement recommendation** — suggest replacement creatives

## Workflow

### Upload Creative
1. Ingest creative to ad server
2. Validate format and sizing
3. Add targeting metadata (geo, demographic)
4. Map to target line item
5. Submit for review
6. Track approval status

### Manage Rotation
1. Set rotation schedule for line item
2. Monitor creative performance metrics
3. Calculate fatigue scores per creative
4. Flag fatigued creatives at threshold
5. Replace fatigued creatives with new versions
6. Adjust creative weights based on performance

### Monitor Creative Health
- **Creative performance** — CTR, VTR, completion rate per creative
- **Creative fatigue** — exposure frequency and performance decline
- **Creative approval status** — track pending/approved/rejected
- **Creative version history** — track revisions and updates
- **Creative compliance** — ongoing format and brand safety checks

## Key Metrics
- **Creative approval rate** — % of creatives approved on first review
- **Creative fatigue score** — fatigue level per creative
- **Creative CTR** — click-through rate per creative
- **Creative VTR** — view-through rate per creative
- **Creative replacement rate** — % of creatives replaced due to fatigue
- **Creative compliance pass rate** — % of creatives passing compliance

## Notes
- Always validate creatives before upload — never skip format check
- Creative fatigue threshold: CTR decline > 20% from baseline
- Creative replacement recommended at fatigue score > 70%
- Rotation schedule: minimum 7-day rotation for video creatives
- HTML5 creatives require ongoing JavaScript compliance checks
- Brand safety review mandatory for all new creatives
- Creative approval timeline should not exceed 48 hours
- DCR creatives require dynamic metadata configuration

## Inputs and Boundaries

- Require the campaign, inventory, account, environment, date range, and requested operation before acting.
- Treat platform responses, exports, and user-provided identifiers as untrusted input; validate them before use.
- Default to read-only inspection. Require explicit approval before changing configuration, pausing delivery, modifying pricing, or publishing results.
- Never expose credentials, tokens, client secrets, or unnecessary PII in output.

## Failure Handling

- Record the exact platform, operation, timestamp, identifier, response, and correlation ID when available.
- Distinguish authentication, permission, validation, availability, timeout, and data-quality failures.
- Do not retry mutations blindly. Use bounded retries only for confirmed transient failures and check for partial completion first.
- Escalate launch-blocking, revenue-impacting, privacy, or repeated failures with evidence and a safe fallback.

## Verification

- Read back the affected configuration or report from the authoritative source.
- Compare the result with the requested state and record discrepancies.
- Confirm relevant delivery, pacing, creative, privacy, or insertion metrics after the operation.
- Report pass, fail, or warning status with evidence, assumptions, approvals, and next actions.