When a new placement is added to an existing media plan in Advertising Sales Management (ASM) and the plan remains in an inactive state in Google Ad Manager (GAM), the consultant should ensure that the creatives are added to the corresponding line items in GAM. This action is necessary because GAM requires creatives to be associated with line items for them to become active and for the ads to be served. Adding the creatives completes the setup process in GAM and changes the status from inactive to active, allowing the media plan to be executed as intended.References:https://help.salesforce.com/