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Using Third-Party Ad Server Tags

Third-party ad tags, also known as creative tags or placement tags, are HTML or JavaScript code snippets inserted into web pages. These tags request the ad server to serve the requested ad. Popular examples of third-party ad servers include Google Ad Manager (formerly DoubleClick for Publishers) and Sizmek (now known as MediaMind).

Formatting Ad Tags:

When formatting ad tags, it's important to follow industry standards and best practices. Here are some general recommendations:

  • Utilize clickTag: Use the clickTag variable to ensure accurate click tracking. The clickTag variable allows ad servers to dynamically assign click URLs to ads. For example, the clickTag format for a click-through URL could be: clickTag=https://example.com.
  • Ad Server Macros: Ad server macros are placeholders that are replaced with dynamic values when the ad is served. Common ad server macros include %%CLICK_URL_ESC%%, which is used for URL encoding, and %%ADID%%, which represents the unique ad ID. Ensure that macros are properly formatted and replaced with the appropriate values.

Uploading Third-Party Tags:

To upload third-party tags in ad:personam, follow these steps:

  • Create a customer support request by visiting the following link: ad:personam Support Request.
  • Once the support ticket is generated, our team will traffic the ad tags, which usually takes up to 24 hours.
  • After the tags are processed, they will be made available on the platform for you to use.
  • Recommendations for Third-Party Tags: When using third-party tags, it's essential to adhere to the technical requirements and guidelines to ensure a smooth experience. Here are some recommendations:
  • Technical Requirements:
    • Animated ads must have a duration of 30 seconds or less.
    • Ads should open in a new tab or window only.
    • Avoid auto-initiated , as it is frequently blocked by publishers.
    • Ensure that the ad successfully delivers the user to an acceptable landing page in a separate browser tab upon click interaction.
    • The actual dimensions of the ad content should match the dimensions configured for the creative.
    • Creatives must not use local shared objects (LSOs) such as Flash cookies or other storage mechanisms that store user data.
  • Creative Landing Pages:
    • Landing pages must open in a new tab or window without navigating away from the publisher's page.
    • The landing page should align with the language, brand, and offer presented in the creative.
    • Landing pages must meet content standards set by ad:personam.
  • Actions:
    • Clicking on an ad must not initiate a download of any file.
    • Landing pages must meet ad:personam's standards for a seamless user experience.
  • Content Requirements:
    • Prohibited content includes tobacco, weapons, nudity, defamatory/hate content, illegal activities, profanities, or spyware.
    • Avoid offers of free gifts, links to quizzes and surveys, misleading claims, and references to sex or sexuality.
    • The language used in the landing page must match the language of the creative.
    • Audited creatives will be categorized based on the content of the landing page.
    • Sensitive categories will be flagged and categorized if the content or offers may be potentially sensitive for some sellers.
    • Each creative should represent a single discernible brand or product offering. Combining multiple brands to make a single offer is accepted.
    • Creatives should not rotate brands. Brands must be on the ad:personam brands list, which is continuously updated.

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