Amazon Ad Server will be sunset in Q4 2024, please visit this page (AAS offboarding information) for offboarding support resources and sunset FAQs. Details shared on that page represent the most up to date information in the Help Center, if you find disparate information in other resources please default to the information in the AAS offboarding information page accordingly.

  • Creative > Ads > New Ad > Ad Builder

This article describes each part of the Ad Builder interface.

Welcome screen

When you access Ad Builder from Amazon Ad Server (AAS), a personalized page opens based on your AAS login credentials.





Most commonly used templates.


Access to the complete Template Gallery.


Create new ads from scratch.


Create an in-stream video interactive ad. For more information, see About in-stream video interactive.


Note: If you want to create an in-stream video non-interactive ad (VAST), it is not recommended to use Ad Builder. Follow this guide instead: Set up an in-stream video.


Access your recently created ads.

Template gallery

The Template Gallery presents a few of the most common ad types.





Filter by name, ID, dimensions, or formats.


Browse formats, all templates, or your templates only.


Results of your search. Select a template and one of these options:

  • Click Edit to edit and modify the template.

  • Click Create to create an ad based on your selected template.

For more information, see Ad Builder Templates.

Ad creation - interface

The Ad Builder interface appears after you select a template or start creating an ad.






Ad Settings

Click the gear icon to change the name of your ad, its format, or additional settings.


Layer Operations

Use these options to reorder, align, group, duplicate, or delete layers.


Main Menu

Use these options to create an ad, save the current ad, or preview the ad.


Rulers and Guides

Click and drag from the rulers to add vertical or horizontal guides to the stage.


Note: To access the vertical ruler on the left side, collapse the Layers pane by clicking the green arrow on the top left of the Layers pane (below the Ad Builder logo).


Asset Library

Upload, select, and organize your files, including images and videos.



Use this option to see a quick preview of your ad.


Layer Pane

Each component in the stage creates a new layer in this pane.


Components Pane

Drag and drop a component to the stage so you can use it.



Area where you create the ad.


Properties Pane

Configure your stage or the selected component.


Actions & Animations Pane

Options to create events that will trigger actions like animations, fading, and interactions.


Stage Options

Options to use for the stage.

1: Ad settings


Contains general ad settings. The fields vary depending on the ad formats that have been selected:

  • Update all placement ad settings: Once the ad is saved to AAS, all the changes to the master ad are propagated to the attached placement ads.

  • Disable the MRAID Native Close Button When Serving in In-App: Certain advertisers may want more control over the Close button look-and-feel, position, or behavior. This field allows the designer to disable the MRAID native Close button so that they can customize their own.

  • Format: Enables you to change the ad format. For more information, see Change the Ad Format for an Existing Master Ad.

  • Format Settings: Adjust variables for the current ad format.

2: Layer operations






  • Bring to Front: Move your selection to top of the Layers pane.

  • Bring Forward: Move your selection one level up in the Layers pane.

  • Send Backward: Move your selection one level down in the Layers pane.

  • Send to Back: Move your selection to bottom of the Layers pane.



  • To left

  • To center

  • To right

  • To top

  • To middle

  • To bottom



  • Horizontally

  • Vertically


To Stage: Affects all aligning and distributing actions.

  • If selected, actions performed based on stage limits.

  • If cleared, actions based on the selection.



  • Group selection

  • Ungroup selection


    Note: For more information, see Grouping Elements.

  • Duplicate selection

  • Delete selection

3: Main menu

  • New: Creates an ad or opens an existing ad.


    Note: Ad Builder can only open a single ad at a time.

  • Save: Saves your ad or saves it as a reusable template, Saving your ad in Ad Builder automatically makes it available in AAS, in the Ad list.

  • Preview: Ad Builder provides a quick and basic Preview tool to check your ad and animations. To access to a more advanced and detailed preview, click Platform Preview. For more information, see Previewing Your Ads.


4: Rulers and guides

Ad Builder provides rulers and guides, which help you accurately and easily place, measure, and adjust your ad and its related components on the canvas. Dedicated buttons are located on the right bottom area of the stage and allow you to show and hide the rulers and guides. Rulers and guides are preserved when saving the ad.

  • Rulers: Rulers are located on the top and left sides of the canvas.

    • When you open Ad Builder, rulers appear by default.

    • Rulers display measurements in pixels.

    • The rulers on the stage are calculated in relation to the ad. The top left corner of the ad is considered the start point (0,0). All additional components added to the ad are measured according to their relation to the base ad.

    • Zooming in and out preserves the ratio between the ad's height and width.

    • Expanding the Layers pane hides the vertical left pane.

  • Guides: These functions are associates with guides:

    • Add a guide: Click and drag from the ruler axis to create a guide on the canvas.

    • View the guide pixel value: Select the guide, click and hold the left mouse button.

    • Delete a guide: Double-click the guide or drag the guide back to the ruler.

5: Asset library

This library displays all assets included in the ad that you are creating.





Button that opens the asset library.


Platform assets: Browse for assets that are available in your account in AAS, outside Ad Builder.


Your computer: Browse for assets on your computer. Alternatively, you can drop an asset into the list to upload it (#6 in the image).


Asset URL: Paste the URL of an asset from the web.


Search field: Use this to filter your assets by name.


List of assets:

  • List of all assets in your ad.

  • Drop zone for assets from your computer.


In Use: Indicates that the asset is currently used in your ad.


Delete: Appears while hovering an asset and allows you to delete it.


Important: All the assets in your library (#6 in the image) will be included in the total ad size. To reduce weight of your ad, it is recommended to keep only the assets that display In Use (#7 in the image) and delete all of the others (#8 in the image).

6: Preview

Ad Builder has a preview page, so you can quickly test your animations and interactions.

  • Preview: Use to preview the ad in Ad Builder.

  • Platform Preview: After you save your ad, it is available in AAS and can be previewed in AAS like any other ad. For more information, see Previewing Ads.

7: Layers pane



This pane displays the list of all components, each in a new layer, that you placed on your stage.

The layer located at the top of the list appears in the ad foreground; the lowest layer in the list appears in the ad background. The buttons in this pane provide the following functions:

  • Group, duplicate, or delete the layers. For more information, see Grouping Elements.

  • Hide or lock the layers.

  • Drag layers to rearrange them.

  • Identify which components are dynamic elements. For more information, see Introduction to dynamic creative.

  • When building a responsive ad, turn layers into responsive elements where applicable.

Dynamic element


This icon indicates that a dynamic element is assigned to the component. For more information about Dynamic Creative in Ad Builder, see Add dynamic elements to your HTML ads using Ad Builder.

Banners and panels


The Layers pane also allows you to create additional panels for expandable formats and additional banners for responsive formats. The first banner is labeled as the Master banner and is used by default.

You can add up to 30 panels or banners in the Create New Panel dialog box, which provides a set of predefined industry banners and panels.

8: Components pane

Access the Components pane by clicking the Show Components button on the top-right of the interface.


Click a component to place on the stage. You can then configure the component using the Properties pane. For more information, see Ad Builder Components.

9: Stage

The stage is the canvas on which you place your components to create the content of your ad. Everything in the white area appears in the ad; anything outside the white area does not appear.

To navigate on the stage, press the keyboard spacebar and use your mouse to move around. The cursor displays a hand instead of a pointer.

10: Properties pane

The Properties pane displays settings for the ad (if nothing is selected) or the component, panel, or banner currently selected in the Layers pane. This image shows the default options when you have no active selection.


Main properties

The options that are available in the Properties pane depend on your selection:

  • Ad Name: The ad name appears in campaign reports and is very important information for the media agency and the advertiser. Verify if there is a particular naming convention to apply.

  • Width and Height of the ad.

  • Stage Color: Color of the background of the ad.

  • Stage Border: Color of the border around the ad.

  • Responsive Banner: Indicates whether the ad is responsive.

  • Default Image: The image that appears in non-HTML environments.


    Note: To save your work, you must define a default image. We recommend that you define this field early in your ad creation process.

  • Click-through URL: Add a URL here to test the redirection of your ad.


    Note: Most of the time, URLs are set by the media agency at the campaign level. This field is completely optional for creative agencies.

Component properties

Options will be different depending on your current selection. For more information about properties for each component, see 8: Components pane.

11: Actions and animations pane

To animate, define an event and add actions to that event. You can add multiple actions to an event, and sequence these actions using a timeline. You can also preview the actions. For more information, see Ad Builder Actions & Animations.


12: Stage options

Stage options include the following actions:

  • Zoom in and out on the stage.

  • Reset stage view.

  • Show or hide rulers and guides.

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