The Creative module is a versatile component that enables the presentation of various content types—including videos, images, text, and buttons—and facilitates interaction with these elements and their surrounding environment. The content is defined by a Creative object in JSON format, which comprehensively describes the elements, their properties, presentation and dismissal options, and the module's interaction mechanisms with the broader environment. Creative components allow delivering dynamic and timely content of any complexity to users across wide variety of platforms (roku, android, apple, smart tvs and browsers). Creative components include support for automatic VAST-compliant ad insertions.