HOW THE VIIEW CREATIVE ANALYZER WORKS TECHNICALLY
A CTV ad can be creatively strong and still get rejected by a streaming platform. The reason is simple: every platform has its own requirements for file formats, ad lengths, safe zones, audio, content, and advertising policies.
This is where the viiew Creative Analyzer comes in. Users upload their ad once, select the relevant CTV platforms, and receive an automated analysis of potential technical and content-related issues. But what actually happens behind the scenes?
One structured data foundation for different platform rules
At the core of the Creative Analyzer is a structured database containing the requirements of the supported CTV platforms. It includes information such as:
- supported video and audio formats
- resolution and aspect ratio
- bitrate and frame rate
- maximum file size
- accepted ad lengths
- audio and loudness requirements
- safe zones
- restricted or prohibited advertising categories
- platform-specific creative rules
- links to official technical specifications and advertising policies
Why is this necessary?
Because there is no single CTV standard for creatives. An ad that is accepted by one platform may violate technical requirements or creative policies on another. The Creative Analyzer therefore translates these different requirements into a structured rule set.
Step 1: The user defines the scope of the analysis
The analysis starts with two inputs:
The user uploads a video and selects the streaming platforms on which the ad should be checked.
This means the system does not need to evaluate every ad against every available rule. Instead, it builds a rule set specifically for the platforms selected by the user.
If someone selects Prime Video, Netflix, RTL+ and YouTube CTV, for example, the analysis takes the technical specifications, safe zones and content policies of those four platforms into account.
Step 2: Platform data becomes a tailored rule set
The next step is to dynamically create the foundation for the AI analysis.
General analysis instructions are combined with the rules of the selected platforms. These can include:
In other words, the AI is not simply given the instruction: “Check this video.”
It receives a clearly defined framework based on the documented requirements of the selected platforms.
This grounding layer is an important part of the system. Its purpose is to ensure that the analysis is based on concrete platform rules rather than relying solely on general AI knowledge.
Step 3: AI analyzes video and audio
The ad is then passed to a multimodal AI system together with the generated rule set.
The system can analyze both visual information in the video and elements of the audio track. This makes it possible to evaluate on-screen text, logos, spoken statements and other content-related elements. The analysis takes place across several layers.
Three different layers of validation
From a technical perspective, the Creative Analyzer separates the analysis into three main areas.
1. Technical requirements
This layer focuses on properties of the asset that can be checked as objectively as possible based on its metadata. For example:
Many of these criteria can be compared directly with the stored platform specifications.
2. Visual and spatial requirements
The second layer focuses on the placement of important elements within the video.
Platforms can define different safe zones. Logos, text, or legal disclaimers therefore need to remain within certain areas of the screen.
The analysis identifies where these elements appear in the video and compares their position against the safe-zone rules of the selected platforms.
This is particularly relevant for CTV because player elements or overlays can obscure parts of the screen.
3. Content policies
The most complex layer involves the actual advertising policies. The system can check for areas such as:
- restricted product categories
- prohibited content
- specific claims
- competitor references
- platform-specific wording
- potentially problematic visual elements
- other creative-policy requirements
This type of analysis is deliberately treated differently from purely technical validation.
Whether an ad length is accepted can usually be determined quite clearly. Whether a scene violates a content policy, however, may require interpretation.
For this reason, the Creative Analyzer should be understood as an automated pre-check, not as a replacement for the final approval process of the respective platform.
Step 4: Structured results instead of a black box
Once the analysis is complete, the result is not simply returned as unstructured text. Instead, it is presented in a structured report.
For each selected platform, the report can include information such as:
- expected compliance status
- potential violations
- the relevant policy category
- a description of the issue
- the relevant timestamp within the video
- an assessment of severity
- a reference to the applicable policy
This turns a technically complex analysis into an output that creative, media, and production teams can work with directly.
Rather than simply stating that an ad may be “non-compliant,” the goal is to make it as clear as possible what may be problematic, where it occurs, and why it matters.
Why up-to-date platform data matters
One of the biggest challenges of a system like this is not only the analysis itself, but also maintaining the underlying rule set. Streaming platforms change technical specifications, advertising policies, and help pages over time.
The Creative Analyzer therefore relies on a centrally maintained data structure whose sources are reviewed regularly. Changes can be identified, compared with the existing data, and reviewed before the underlying rules are updated.
Ultimately, an AI-based analysis can only be as reliable as the rules and data on which it is based.
AI as support – not as the final approval authority
The Creative Analyzer is designed to speed up a process that often still involves a significant amount of manual work: finding specifications, comparing PDFs, reading platform policies, and checking an ad against each platform individually.
Combining a structured platform database with multimodal AI makes it possible to automate large parts of that process and identify potential issues before a creative is submitted.
One point remains important: The Creative Analyzer provides an automated assessment. The final decision on whether an ad is approved still rests with the respective streaming platform.
That is the core idea behind the tool: identify potential issues early, reduce avoidable rejections, and help creative, media, and production teams prepare CTV ads more efficiently for different platforms.
We welcome your feedback
The Creative Analyzer is continuously being developed. If you notice something, are missing a feature, or have suggestions for improvement, we would be happy to hear from you.
Send feedback via the contact form
Try it yourself
Want to see how your own ad performs? Try the Creative Analyzer and check your creative against the requirements of the CTV platforms relevant to your campaign.