Builders

a builder is effectively a creative that is already in a completed state the fact that a new creative orginates as a builder, means that the starting point was hand crafted by playable ad professionals, performant, compliant across all distribution platforms, and already taken through multiple rounds of quality assurance on numerous distribution channels from there it can be safely customized with very low risk of introducing bugs, policy violations, poor performance, etc what can be modified in a creative is controlled by a game configuration file, and how it is presented in the front end editor is controlled by a builder configuation file both of these configuration files are part of a builder itself, with no dependencies on the creative builder tool builders can be created and updated independently of the creative builder release cycle types of builders we classify builders as universal or custom a universal builder is a generic template that captures a specific game style or interactive mechanic, has maximum custimization capabilities, and is not designed for any particular type of client or brand unlike a universal builder, a custom builder is most often created for a client with specific requirements that cannot be met with a standard universal builder in many cases this will be a playable designed for an app ua campaign, with very specific design requirements provided by the client these types of builders can be very complex, allowing the client to build hundreds of unique variants