Manage placements

Use automated third-party verification

Automated third-party verification allows you to connect to third-party verification and viewability measurement providers directly from Campaign Manager 360.

In order to use these third-party services, you’d traditionally need to set up placement tags in Campaign Manager 360 and send them to your measurement partner. They’d add extra code to the placement tags, known as tag wrapping. When you send a wrapped tag to a publisher, the third-party provider determines if a potential impression meets your brand suitability requirements and blocks the impression from serving if it doesn’t. The same process is used for viewability measurement.

By linking a third-party measurement provider to Campaign Manager 360, you can avoid this manual tag wrapping workflow. Campaign Manager 360 will automatically generate a placement tag for you that includes the code from your measurement provider. You’ll see the same third-party verification and viewability functionality and measurement with these automatically created placement tags as you would with manual tag wrapping.

Automated third-party verification is currently available with Integral Ad Science. Learn more about Integral Ad Science on their site.

Before you get started

You’ll need to work with your third-party measurement provider to set up automated third-party verification. There are some configuration changes the provider may need to make on their end to enable this feature.

Your third-party provider will need to give you 2 IDs that you’ll add to Campaign Manager 360 in the steps described below:

  1. Partner advertiser ID: A unique identifier for your Campaign Manager 360 advertiser provided by your third-party measurement partner.
  2. Partner campaign ID: A unique identifier for your campaign provided by your third-party measurement partner.

Link a measurement provider to your advertiser

You’ll start by linking a third-party measurement provider to your Campaign Manager 360 advertiser:

  1. Click Advertisers in the top navigation bar and select an advertiser to edit.
  2. On the Properties tab, scroll down to the Third-party measurement section.
  3. Check Enable partner advertiser ID.
  4. Select the name of your third-party measurement provider.
  5. Enter the partner advertiser ID for this advertiser. This is a unique identifier for your Campaign Manager 360 advertiser provided by your third-party measurement partner.
  6. Save your advertiser.

Note: After you link a third-party measurement provider, you can’t disable it and you won’t be able to edit the partner advertiser ID. You can control what campaigns and placements use third-party measurement by following the instructions below.

Enable automated third-party verification for a campaign

Once you’ve linked a measurement provider to your Campaign Manager 360 advertiser, you can enable third-party measurement for specific campaigns:

  1. Click Campaigns in the top navigation bar and select a campaign to edit.
  2. Select Properties from the top right of the page and scroll down to the Third-party measurement section.
  3. Enter the partner campaign ID for this campaign. This is a unique identifier for your campaign provided by your third-party measurement partner.
  4. Check the box that you agree to the consent statement for placements that are synced to Display & Video 360.
  5. Save your campaign.
All new placements created in your campaign will be automatically enabled for automated third-party verification. Existing placements will not be enabled automatically, but you can turn this feature on manually.

Update placement-level settings

You can update placement-level settings for automated third-party verification as needed.

To update this setting for an individual placement:

  1. Navigate to your placement and scroll down to the Third-party measurement section.
  2. Toggle the tag wrapping option ON or OFF.

When tag wrapping is turned on, you’ll see the URL of the tag for this placement from your third-party partner. This is just for your information and shouldn’t be sent directly to a publisher.

  1. Update the measurement mode as needed for your placement.
  2. Save the placement.

To update this setting for multiple placements, use the edit multiple option.

You can quickly see which placements in your campaign use automated third-party viewability by selecting the Tag wrapping option from your campaign’s views menu.

About measurement modes

Integral Ad Science has two measurement modes: blocking or monitoring.

  • Blocking: Ads are blocked from serving based on your settings for the measurement vendor.
  • Monitoring: Ads are monitored for verification measurement only. No ads are blocked in this mode.

Blocking mode may not be available for some publishers or placements. In this case, you'll only see the option for monitoring mode in your Third-party measurement settings for that placement.

Download placement tags

Follow the regular steps to download or send placement tags. You’ll see the following update to your tags:

  • Third-party vendor tracking tag column for tracking ads: There’s a separate tag type for tracking ads that use automated third-party verification.
  • All other tag types: The tags include the code that enables third-party verification and measurement.

Syncing placements to Display & Video 360

Any placements that have automated third-party verification enabled that are synced to Display & Video 360 will sync as wrapped creatives. No additional steps are needed in Display & Video 360 to enable third-party verification.

Any changes you make to third-party measurement settings on the placement will be synced to Display & Video 360.

Reporting for automated third-party verification

You can include the Vendor Blocked Ads metric in your Campaign Manager 360 reports to see the number of ads blocked by your third-party provider. We recommend including the Impressions and Vendor Blocked Ads metrics together so you can see the total impression attempts, impressions served, and impressions blocked.

For example, if a placement had 10,000 impression attempts and 2,000 were blocked by your third-party provider, you’d see:

  • Impressions: 8,000
  • Vendor Blocked Ads: 2,000

Note: For display impressions bought through Display & Video 360, the Impressions metric in Display & Video 360 will show the total impression attempts.

Limitations

  • The campaign spreadsheet doesn’t support automated third-party verification.
  • Custom creatives that use automated third-party verification are rendered in a same-origin iframe that’s the size of the placement. You may need to update the HTML code of the creative for it to render correctly in the iframe.
  • In-stream audio placements aren't supported for automated third-party verification with Integral Ad Science.
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