If you launched a Criteo GO campaign and received an email telling you your ad is now live, but your Campaigns dashboard still shows a Not Delivering status, this means your ad itself was approved, but something else about your campaign is currently blocking delivery. This article explains why the two statuses can disagree, what the normal timeline looks like, and what to do next.
What triggers the 'your ad is now live' email
This email is sent as soon as your ad successfully passes our ad review process and is approved to start serving. Ad review typically takes up to 12 hours, and once your ad clears it, the email is sent right away to let you know your ad has been approved and is moving into delivery.
Approval is what triggers the email. The email does not wait for your campaign to actually be delivering impressions, it's sent as soon as your ad is approved, regardless of your campaign's current delivery status.
Why the dashboard can still show 'Not Delivering'
Approval and delivery are two separate steps:
Approval confirms your ad itself (image, copy, landing page) meets our advertising guidelines.
Delivery depends on your campaign being active and eligible to serve impressions right now.
Ad safety checks (asset and malware scanning) happen as part of ad review, before approval, not after. While your ad is going through review, the dashboard shows it as Under review. Once your ad is approved, it goes live immediately, provided your campaign is active and eligible to serve impressions. If the dashboard shows Not Delivering after you've received the approval email, it means there's a separate issue with your campaign itself. This is normally caused by one of the following:
Your campaign is paused or has reached its end date.
Your campaign's start date is set in the future.
Your budget, schedule, or targeting settings are preventing delivery.
In other words, 'Not Delivering' reflects the health of your campaign at that moment, not a problem with the ad that was just approved.
The normal post-launch sequence
Here is the typical timeline from campaign launch to full delivery:
Ad review, including ad safety checks (asset and malware scanning), up to 12 hours. Your ad is checked against our advertising guidelines, and the dashboard shows it as Under review during this step.
Approval email sent - as soon as review passes, you'll receive the "your ad is now live" notification.
Live and delivering - once your ad is approved, it goes live immediately if your campaign is active and eligible. If your campaign isn't active or eligible at that point, the dashboard will show Not Delivering instead.
What to do next
Check your campaign settings first. Confirm that:
Your campaign is active (not paused or ended).
Your start date has already passed.
Your budget and schedule are correctly configured.
Need help? If your settings look correct and the ad is still showing Not Delivering, reach out to our support team via the in-platform live chat. We're happy to help!