DoubleClick for Publishers

a href

An HTML anchor element and hyperlink target attribute; this tag is a hypertext link to DFP.

img src

An HTML image element and source attribute; defines the location of a graphic file and requests a creative from DFP.

ad.doubleclick.net

The generic address of the ad server; ad.doubleclick.net, is the address used for ads served from a data center. It will route traffic to the nearest data center. A data center is a collection of ad servers in one location.

Nnetwork_code

Indicates the code for the DFP network in which this ad is booked. The network code can be found in the Admin tab of your DFP network. Ex: N1234.

For networks that upgraded from DART: All ads that you trafficked in DART will continue to serve to your current tags. Any new line items that are trafficked to sites or zones that you created in DART will continue to serve to those tags.

However, if you are generating ad tags for ad units that were created in DFP after you upgraded, those ad tags must have the network code in them.

jump

A command, passed to the ad servers, that is used for counting clicks. This command is substituted dynamically with the click-through URL of the creative.

ad

Indicates the type of creatives that an ad tag can serve.

The code:

Indicates an ad tag:

ad

Can only accept image creatives.

adf

Can accept Flash, rich media or image creatives in a frame.

adl

Can accept Flash, rich media or image creatives in a layer.

adi

Can accept Flash, rich media or image creatives in an iframe.

adj

Can accept Flash, rich media or image creatives and will serve them by JavaScript.

adx

Can accept Flash, rich media or image creatives and will serve them using streaming technologies.

first_level_ad_unit

The name of a first level ad unit in your DFP network. For information about ad units, see Identify your inventory.

second_level_ad_unit

The name of a second level ad unit in your DFP network. For information about ad units, please refer to Identify your inventory. Note that every tag must have a first-level ad unit, but including a second-level ad unit is optional.

key=value

A more granular way of defining your inventory than ad units. For more information about custom criteria and key-values, please refer to Design your inventory in the Getting started guide.

sz=widthxheight

Indicates the dimensions of an ad slot (in pixels). You must always include the sz=widthxheight value in your ad tags. You can include up to eight creative sizes per ad slot. Dimensions are separated by commas (,).

For example: sz=468x60,728x90,100x100,120x600

tile=tile_number

A tile value is used to specify the order of an ad slot on a webpage. Without tile values properly implemented, you may find that roadblocks (creatives that are supposed to serve together) don’t always serve together, or that competitive exclusion doesn’t work properly. Tile values can also help prevent duplicate creatives from serving on the same page.

The top tag on the page should have tile=1 and the tags beneath should have tile=2, tile=3 and so on in descending order. Tile values are included in the ad tags of your website to enable DART to distinguish ad slots in the same webpage. Tile values range from 1-16, meaning that you cannot have more than 16 ad tags on a page.

ord=

The ord value is used for cache-busting; to ensure that a fresh call is made to the ad server every time a page loads. Without the ord value properly implemented, you may experience impression counting discrepancies.

You’ll need to add the ord value to the ad tags as per the examples above, and you’ll also need to have a piece of code in the top ad tag that generates a random number to populate the ord value on every tag. Make sure that you do not have more than one random number generator on the page. For example: var ord = Number(ord) || Math.floor(Math.random()*10e12);

oe="encoding"

If your website doesn't use UTF-8 encoding, add oe="encoding" to your tags, where encoding is the value in the "Encoding" column in the table below. This will re-encode creatives before they're sent to the page to avoid rendering issues in some browsers, such as Microsoft Internet Explorer 7.