A Creative Changes. Your Ad Structure Shouldn't Have To.

A new creative may be ready to launch while the ads already in market rely on carefully configured audiences, budgets, placements, and schedules. The operational requirement is clear: move the new asset into active ads quickly while preserving the campaign configuration the team has already established.

For UA teams, this handoff creates a repeatable operational task. The creative team delivers a new hook, edit, or localized variation. The media buyer identifies the active ads using the relevant asset, applies the update, submits the change, and monitors its status. Manual, ad-by-ad execution extends the update cycle and absorbs time needed for testing, analysis, and optimization.

XMP's creative-management capabilities bring this workflow into the media-buying platform. Bulk Creative Replacement and Direct Creative Addition give teams defined paths for updating live creative and introducing new variants into active tests.

From Creative Delivery to Live Ads

Creative updates are triggered by everyday campaign events: an asset is rejected, performance begins to soften, a new edit is ready, or the team needs another variant within an established test structure.

Each trigger leads to the same execution sequence: identify the relevant ads, retain the existing campaign setup, update the creative, and track the submitted task. At scale, repeated manual updates create friction across the creative and media-buying workflow, delaying the next test or refresh.

XMP supports this operational layer with two product capabilities designed for live campaign management.

XMP Bulk Creative Replacement: Update Live Ads at Scale

Bulk Creative Replacement is built for situations in which an existing creative needs to come out of rotation. Media buyers can use it for rejected creatives, creative refreshes, or asset updates that affect multiple ads.

Within XMP, the buyer selects the existing creative, chooses the replacement, and applies the update across the associated ads. The workflow retains the campaign configuration and updates the creative layer across the relevant live ads.

This gives teams a repeatable process for high-frequency creative refreshes, reducing repetitive setup work and preserving media-buyer capacity for campaign decisions.

XMP Direct Creative Addition: Expand an Active Test

An established ad structure can also serve as the foundation for the next creative test. Direct Creative Addition allows media buyers to add new assets from the creative library to relevant existing ads, expanding the creative mix inside an active setup.

The capability supports new hooks, fresh cuts, and localized variations as they enter the testing queue. After submission, buyers can check the update status in XMP’s task center and manage the workflow through to completion.

Teams can introduce new variants while keeping the audience, budget, placements, and other campaign settings aligned with the active test structure.

Creative Management at Campaign Speed

Creative management becomes a campaign-operations discipline once an asset is ready to launch. Growth teams need a repeatable path from creative delivery to the relevant live ads, along with the controls required to protect campaign structure and maintain testing cadence.

XMP’s Bulk Creative Replacement and Direct Creative Addition capabilities provide that path. They streamline asset updates across active ads and help media buyers bring new creative variants into established tests through a consistent, platform-managed workflow.

Ready to move creative updates into live campaigns faster? Start your free XMP trial, or explore XMP to see how it can fit into your media-buying workflow.