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Editorial requirements

Clear and concise creatives perform better and can be shown neatly on all devices. This section covers campaign editorial requirements.

All campaigns

Can haveCannot have
- Total maximum length of 175 characters- Unnecessary repetition
- Gimmicky punctuation, incorrect spelling, or incorrect grammar
- Excessive punctuation, symbols, or characters (#, $, ;-), !), especially exclamation marks!!!
- Excessive capitalization—including for emphasis words such as FREE or CHEAP
- Title case for nouns that are not a advertiser name, e.g., "Televisions, Laptops, and Microwaves"
- Incorrect spacing—e.g., winaprize (no spacing) or spaces between words (e.g., w i n)
- Non-specific phrasing, e.g., "Buy products here" or "Win a prize"
- Non-standard spelling or grammar for the market where the campaign is running, e.g., "Realize your dream" instead of Realise"for a UK campaign
- Incorrect currency symbols, e.g., $ instead of £ for ads for in the UK
- Bold lettering

Title and Creative Copy

The title for the ads shown in placement is the leading text before the creative copy by default. Up to 50 characters are supported.

The creative copy is limited to 175 characters, less the number of characters used in your title.


Ensure the title and creative copy read together make grammatical and contextual sense.

It is best practice for the title to include the promotion or special offer, and the advertiser name.


  • Title: Enjoy up to 70% off ABC advertiser!
  • Creative copy: Shop now on offers like free two-day shipping on thousands of items. Visit us to find out more!

Creative Image

Rokt allows the use of Brand Logos and Product Images. When used:

  • Brand Logos must have a transparent background.
  • Product Images must be directly related to the advertiser or product/service being offered.
  • Images or Logos must display clearly on the screen.
  • Images or Logos must not be animated.
  • Images or Logos must not include generic calls to action such as Free, Click here, or Buy now.
  • Images or Logos must meet the following criteria:
    • Minimum: 400 pixels (width) x 200 pixels (height).
    • Maximum: while there is no fixed maximum, images larger than 400 pixels in width are rescaled automatically.
    • Max file size: 1,000 KB (Campaigns with large creative sizes load slower in the widget).
    • .PNG or .JPG format.

Campaigns with emails

Campaigns may be followed up by two emails from the partner:

  • Confirmation email: an initial, one-off, immediate send to end users that confirm a customer has accepted a specific offer on the Rokt platform, with coupon details (if applicable).
  • Reminder email: a second email reminding the customer to use the offer they opted into.
    Example of email copyApproval decision
    - Here’s your $25 Company XYZ voucher to get you started with knitting. The voucher expires in December 2020, and can only be redeemed online. Did you know you can also purchase homewares, clothing, and shoes on our website? Check it out!Rejected - Email includes content that is not directly related to the transaction that has already occurred.

Best practices

  • Keep a good text to image ratio: Do not send emails with just an image in the body but no other content. Include at least several lines of text with each image.
  • Optimize images: Use a maximum size of 150KB and add alt-text in your HTML file so there is fallback text if the image does not appear.
  • Send valuable content: Ensure emails are relevant to your campaign.
  • Fonts: Use fonts like Arial, Verdana, Georgia, or Times New Roman that work across all email platforms, or make sure fallback fonts are specified in the code.
  • Optimize for mobile: Ensure emails are legible and load quickly on mobile devices, and that links can be pressed easily from a mobile device. Increase button size with CSS if necessary and keep links above the fold.
  • HTML code best practices: Keep your HTML code as simple and clean as possible, and use a maximum body width of 700 pixels. Having a proper CSS section allows your email to render properly on mobile.
  • Do not use spam triggers and phishing phrases such as "Will not believe your eyes, Satisfaction guaranteed, Compare rates", etc.
  • Email format and content: Avoid overuse of capital letters and exclamation marks. Use a variety of font sizes, styles, and colors.
  • Do not abuse text-based emails: Text-based emails should be used sparingly as performance deteriorates over time.
  • Use HTTPs protocol: All hyperlinks need to be in HTTPs protocol.

Website referrals and emails include links to the advertiser’s website.

  • Where used, such links must be referred to clearly and accurately in the creative.
    • For example, if using the copy "Click to find out more about Cloud’s insurance policies!" the landing page must include information about Cloud’s insurance policies.
  • Links must direct to a functioning and offer relevant landing page, which:
    • Refers to the same goods, services, and advertiser referred to in the creative.
    • Does not look like spam.
    • Links to a valid privacy policy.
    • Is not under construction.
    • Has not disabled the browser’s back button.
    • Is viewable in commonly used browsers, e.g., Mozilla, Firefox, Chrome, Safari, or Internet Explorer.
    • Should use the secure HTTPS protocol for additional security and to be compatible with Rokt’s Mobile SDK.


Example creativesApproval decision
Join the Company XYZ newsletter and receive a $25 VOUCHER to spend on your first purchaseRejected—Bolding and capitalization of words in campaign.
Company XYZ makes it easy to compare a wide range of advertisers in one place! Select YES below to find out more!Rejected—Unacceptable capitalization in the word YES.
Win win win a free balloon from Company XYZ. Click yes please to find out more.Rejected—Unnecessary repetition of word win.
It’s time to get ahead & look great with Company XYZ. We’re giving away an amazing prize. Find out more.Approved (traffic referral only)—Capitalization only for the advertiser name.
You could win $1,000 from Company XYZ. Interested? Click Yes please to find out more.Approved—Unnecessary repetition eliminated. Approved assuming competition terms are included.

If you have any questions, reach out to your Rokt account manager or email