Preparing a Placement Tag to run on DSP platforms

Before you start rotating your placement tag in a programmatic campaign please check if you have done the following steps:

• Pick the right tag type
• Implement a Cachebuster
• Put a Click Macro in place

Pick the Right Tag Type

Your tag has to be:

• Secure – All biggest open exchanges require secure tags. Secure tags are compatible with non-secure pages. Non-secure tags will not load on secure websites. Requesting secure tags is best practice.
• Proper tag type –
  • In most cases a JavaScript tag will be the best pick
  • Standard tags (image only) are great for feature phones
  • If your creative expands, never pick an iframe tag – it will not show your creative correctly
  • Always reach the publisher or exchange for specs to check if you have a proper tag in rotation

Implement a Cachebuster

Examples of different Cachebuster per platform:

Appnexus - ${CACHEBUSTER}
DBM - ${CACHEBUSTER}
Mediamath - [RANDOM_NUMBER]
Rocketfuel - {cachebust}
Turn - $!{AD_CALL_ID}

Put a Click Macro in Place

Appnexus - ${CLICK_URL}
DBM - ${CLICK_URL}
Mediamath - [UNENCODED_CLICK_REDIRECT]
Rocketfuel - {scriptclickprefix} (for JavaScript), {iframeclickprefix} (for Iframe), {noscriptclickprefix} (for Standard Tag)
Turn - XXCLICK_FORM_URL[]XX

Execution:

Generally in placement tags there are three key spots where you have to put a Cachebuster and a Click Macro.

1. Cachebuster and Click Macro in JavaScript tag, within quotation marks (” “) of the SRC parameter
   • This is a tricky one. You need to know the name of the variable for the Cachebuster and Click Macro. For example, in DCM Cachebuster is “ord=XXX;” and Click Macro is “click=XXX;”.
   • Sizmek, for example, uses the same “ord=XXX;” parameter for Cachebuster but Click Macro goes under “&ncu=XXX” parameter
2. Click Macro before url in “a” tag for “href” parameter
   • Example code:

     <A HREF="CLICK_MACROhttps://landingpage.com">

3. Cachebuster in “img” tag for “src” parameter
   • Example code:

     <IMG SRC="https://imagepath;ord=${CACHEBUSTER}?">

No worries if it sounds confusing, take a closer look at the examples below and you will catch it straight away.

Examples of correct implementation of Cachebuster and Click Macro:

Example of a DCM Tag (Without Macros):

<SCRIPT language='JavaScript1.1' SRC="https://ad.doubleclick.net/ddm/adj/XXXXX.XXXXXXXXXXXXXXXXX/XXXXXXXX.XXXXXXXXX;sz=300x250;ord=&#91;timestamp&#93;?">
</SCRIPT>
<NOSCRIPT>
<A HREF="https://ad.doubleclick.net/ddm/jump/XXXXX.XXXXXXXXXXXXXXXXX/XXXXXXXX.XXXXXXXXX;sz=300x250;ord=&#91;timestamp&#93;?">
<IMG SRC="https://ad.doubleclick.net/ddm/ad/XXXXX.XXXXXXXXXXXXXXXXX/XXXXXXXX.XXXXXXXXX;sz=300x250;ord=&#91;timestamp&#93;?" BORDER=0 WIDTH=300 HEIGHT=250 ALT="Advertisement"></A>
</NOSCRIPT>

Example of a DCM Tag with Appnexus/DBM Macros:

<SCRIPT language='JavaScript1.1' SRC="https://ad.doubleclick.net/ddm/adj/XXXXX.XXXXXXXXXXXXXXXXX/XXXXXXXX.XXXXXXXXX;sz=300x250;ord=${CACHEBUSTER};click=${CLICK_URL};?">
</SCRIPT>
<NOSCRIPT>
<A HREF="${CLICK_URL}https://ad.doubleclick.net/ddm/jump/XXXXX.XXXXXXXXXXXXXXXXX/XXXXXXXX.XXXXXXXXX;sz=300x250;ord=${CACHEBUSTER}?">
<IMG SRC="https://ad.doubleclick.net/ddm/ad/XXXXX.XXXXXXXXXXXXXXXXX/XXXXXXXX.XXXXXXXXX;sz=300x250;ord=${CACHEBUSTER}?" BORDER=0 WIDTH=300 HEIGHT=250 ALT="Advertisement"></A>
</NOSCRIPT>

Example of a DCM Tag with Mediamath Macros:

<SCRIPT language='JavaScript1.1' SRC="https://ad.doubleclick.net/ddm/adj/XXXXX.XXXXXXXXXXXXXXXXX/XXXXXXXX.XXXXXXXXX;sz=300x250;ord=&#91;RANDOM_NUMBER&#93;;click=&#91;UNENCODED_CLICK_REDIRECT&#93;;?">
</SCRIPT>
<NOSCRIPT>
<A HREF="&#91;UNENCODED_CLICK_REDIRECT&#93;https://ad.doubleclick.net/ddm/jump/XXXXX.XXXXXXXXXXXXXXXXX/XXXXXXXX.XXXXXXXXX;sz=300x250;ord=&#91;RANDOM_NUMBER&#93;?">
<IMG SRC="https://ad.doubleclick.net/ddm/ad/XXXXX.XXXXXXXXXXXXXXXXX/XXXXXXXX.XXXXXXXXX;sz=300x250;ord=&#91;RANDOM_NUMBER&#93;?" BORDER=0 WIDTH=300 HEIGHT=250 ALT="Advertisement"></A>
</NOSCRIPT>

Example of DCM Tag with Rocketfuel Macros:

<SCRIPT language='JavaScript1.1' SRC="https://ad.doubleclick.net/ddm/adj/XXXXX.XXXXXXXXXXXXXXXXX/XXXXXXXX.XXXXXXXXX;sz=300x250;ord={cachebust};click={scriptclickprefix};?">
</SCRIPT>
<NOSCRIPT>
<A HREF="{noscriptclickprefix}https://ad.doubleclick.net/ddm/jump/XXXXX.XXXXXXXXXXXXXXXXX/XXXXXXXX.XXXXXXXXX;sz=300x250;ord={cachebust}?">
<IMG SRC="https://ad.doubleclick.net/ddm/ad/XXXXX.XXXXXXXXXXXXXXXXX/XXXXXXXX.XXXXXXXXX;sz=300x250;ord={cachebust}?" BORDER=0 WIDTH=300 HEIGHT=250 ALT="Advertisement"></A>
</NOSCRIPT>

Example of a Sizmek Tag (Without Macros):

<script src="http://bs.serving-sys.com/BurstingPipe/adServer.bs?cn=XXX&c=XX&pli=XXXXXXX&PluID=0&w=300&h=250&ord=&#91;timestamp&#93;&ucm=true"></script>
<noscript>
<a href="http://bs.serving-sys.com/BurstingPipe/BannerRedirect.asp?FlightID=XXXXXXX&Page=&PluID=X&Pos=XXXX" target="_blank"><img src="http://bs.serving-sys.com/BurstingPipe/BannerSource.asp?FlightID=XXXXXXX&Page=&PluID=X&Pos=XXXX" border=0 width=300 height=250></a>
</noscript>

Example of a Sizmek Tag with Appnexus/DBM Macros:

<script src="http://bs.serving-sys.com/BurstingPipe/adServer.bs?cn=XXX&c=XX&pli=XXXXXXX&PluID=0&w=300&h=250&ord=${CACHEBUSTER}&ncu=${CLICK_URL_ENC}&ucm=true"></script>
<noscript>
<a href="${CLICK_URL}http://bs.serving-sys.com/BurstingPipe/BannerRedirect.asp?FlightID=XXXXXXX&Page=&PluID=X&Pos=XXXX" target="_blank"><img src="http://bs.serving-sys.com/BurstingPipe/BannerSource.asp?FlightID=XXXXXXX&Page=&PluID=X&Pos=XXXX" border=0 width=300 height=250></a>
</noscript>

Example of a Sizmek Tag with Mediamath Macros:

<script src="http://bs.serving-sys.com/BurstingPipe/adServer.bs?cn=XXX&c=XX&pli=XXXXXXX&PluID=0&w=300&h=250&ord=&#91;RANDOM_NUMBER&#93;&ncu=&#91;UNENCODED_CLICK_REDIRECT&#93;&ucm=true"></script>
<noscript>
<a href="&#91;UNENCODED_CLICK_REDIRECT&#93;http://bs.serving-sys.com/BurstingPipe/BannerRedirect.asp?FlightID=XXXXXXX&Page=&PluID=X&Pos=XXXX" target="_blank"><img src="http://bs.serving-sys.com/BurstingPipe/BannerSource.asp?FlightID=XXXXXXX&Page=&PluID=X&Pos=XXXX" border=0 width=300 height=250></a>
</noscript>

Example of a Sizmek Tag with Rocketfuel Macros:

<script src="http://bs.serving-sys.com/BurstingPipe/adServer.bs?cn=XXX&c=XX&pli=XXXXXXX&PluID=0&w=300&h=250&ord={cachebust}&ncu={scriptclickprefix}&ucm=true"></script>
<noscript>
<a href="{noscriptclickprefix}http://bs.serving-sys.com/BurstingPipe/BannerRedirect.asp?FlightID=XXXXXXX&Page=&PluID=X&Pos=XXXX" target="_blank"><img src="http://bs.serving-sys.com/BurstingPipe/BannerSource.asp?FlightID=XXXXXXX&Page=&PluID=X&Pos=XXXX" border=0 width=300 height=250></a>
</noscript>

Let me know if you need examples from different platforms. Always happy to deliver!