Creative goes stale. We are the ones who tell you when it does.
Every asset library is a folder that only grows. A price changes, a guarantee changes, a number goes stale — and you run the old version for months without knowing. You carry the liability for that claim as much as we do. So here every version has a validity date, every claim has a source, and retiring one sends a notice to everyone running it.
The three things wrong with asset libraries, and what we did
These are not promises, they are structures. Each one is a rule in the database, not a guideline.
Nothing is pulled quietly
When a version is retired it does not just leave the shelf. Every partner who marked it as in use gets a notice, the reason, and the replacement. Pulling it from the shelf protects new partners; the notice protects you, who are running it right now.
No claim without a source
Every claim travels with its source: where the number comes from and when it was checked. If the source is missing, the version cannot go live — the database refuses it. So you can send the material to your list without having to work out where the number came from yourself.
Fatigue is measured in impressions
The same creative lasts a month at low spend and a week at high spend. The calendar is therefore the wrong instrument. Every version carries an impression budget, and when it is spent the creative goes back for a refresh — whether that took four months or nine days.
We do not print a conversion rate until it can carry weight
Six clicks and two conversions is 33%. It means nothing. For every asset we show the lower bound of the 95% interval and say plainly how much data is behind it — because the creative that looks best on a thin sample is exactly the one you send to your list and watch flop.
Too few clicks or conversions. We show the rate once it can carry weight.
There is a direction, but the number still moves a lot. Do not decide on this alone.
Enough to compare, not yet enough to settle it.
Over a hundred conversions behind it. This number holds.
In practice this flips the order. Our shelf right now holds a creative converting at 8.1% raw — and another at 4.1%. The first has 62 clicks behind it, the second over 4,000. Ranked by the lower bound, the second one wins. That is the correct order, and it is the one you see.
What you may do, next to the download button and not on page 14 of a PDF
Rights are machine-readable data, not an attachment. Every version states plainly whether you may edit it, translate it, run it on paid search, and whether the commercial relationship must be disclosed.
Editing
Usually allowed
Except where the copy carries a price or a guarantee
Translation
Allowed
Claims may not be strengthened in translation
Paid search
Not on brand terms
The rule and its reason are published at /trust
Disclosure
Always
Your liability and ours
Missing something? Partners request assets in the portal and vote on each other's requests. The queue is ordered by the volume behind each request — not by who shouts loudest. A no always comes with a reason.