Search
Clear search
Close search
Google apps
Main menu

Placement tags

This is a guide to DCM placement tags. Here you can learn how our tags work and the different types you can choose when you generate them in DCM.

Expand all sections   Collapse all sections

How it works

What are placement tags?

A placement tag—sometimes called an ad tag—is code that calls an ad server for ad content when users visit a site. DCM serves ads when users visit a site with DCM placement tags. The placement tag instructs the user's browser to request the ad, and the request often includes information that DCM can use to decide what kind of ad to send.

DCM generates a unique tag for each placement in an ad campaign. Placements represent different spots on a site for ads to appear. Typically, an advertiser or agency will work with a publisher to decide where to place the tags on the site, as well as which types of tags are the most suitable.

Here's the basic process: First the trafficker sets up creatives in ads. Then the trafficker assigns ads to placements in DCM. Once everything is ready in DCM, the trafficker generates tags, tests tags, and sends them to publishers. First the trafficker assigns creatives to ads and assigns these ads to placements. Then the trafficker can view reports to see how the campaign is performing.

How to generate tags in DCM

Click Tags in your campaign to download tags or send notifications to publishers (when payment approval is needed).

The tag workflow in DCM helps you choose the placements, tag types, and other tag information that determines how your tags are generated.

An important aspect of the tag workflow is whether your placements are set to be paid for by the agency or the publisher. Publisher-paid placements cannot be downloaded directly. Instead, you have to notify publishers about their tags through DCM.

Use the tag generation guide for steps to generate tags (DCM users only).

Supported tags for each asset

The supported tags for each creative asset are the same no matter where your ads serve or what devices you plan to reach. You can use this table to make sure you choose the right tags.

  Image asset HTML5 asset Rich media In-stream VPAID Tracking creative
Standard

1x1 only

Iframe/JavaScript
JavaScript
Pre-fetch
Internal redirect
Click tracker
Tracking ad

Tags and mobile

There is no special tag type for mobile devices, mobile sites, or mobile apps.

However, you need to make sure your publisher can populate 3 parameters related to mobile correctly, especially the required dc_rdid parameter. This is necessary to enable many important features. See below for guidance and other tag details. These parameters will appear in all display placements. 

Tag parameters for app inventory

Placement tags serving inside apps require extra parameters for many important features. These parameters are dc_rdid= and tag_for_child_directed_treatment= and dc_lat=.

These parameters are all automatically included in all display placements since any display placement could potentially serve inside an app.

Note that if your placements are publisher-paid, you will not be able to download them before you send them to the publisher for approval.

Why you need to ensure publishers pass values to these parameters

Your tags will not be be enabled for Floodlight conversion tracking, reach/frequency reporting, frequency capping, creative rotation, or audience lists (remarketing) without values in these parameters

Parameter definitions

  • dc_rdid=: User resettable device identifiers in the form of IDFA for iOS or advertising ID (AdID) for Android. This parameter is required. The publisher must pass a value into this parameter in order to enable in-app conversion tracking. The values should be the unhashed, raw value. We will only accept values passed securely over SSL-enabled tags.

    Note: We strongly recommend using the dc_rdid parameter for device IDs instead of the legacy parameter dc_muid, which accepts uppercase MD5-hashed IDFA, Android ID, and AdID values.

  • tag_for_child_directed_treatment=: Accepts a value of 0 or 1. A value of 1 indicates that this particular request may come from a user under the age of 13, under COPPA compliance.

  • dc_lat=: Accepts a value of 0 or 1. A value of 1 means that the user has enabled the “Limit Ad Tracking” option for IDFA or AdID in order to opt out of interest-based ads and remarketing. If "Limit Ad Tracking" is off, the value is 0.

Tag samples

Here are some sample tags that include the parameters discussed above. All these parameters must be populated by the publisher, so make sure your publisher has agreed to pass the necessary values.

A sample standard tag (used for image banners):

<A HREF="https://ad.doubleclick.net/ddm/jump/N9200.284257.MYSITE/B7841142;sz=320x50;ord=[timestamp]?"> <IMG SRC="https://ad.doubleclick.net/ddm/ad/N9200.284257.MYSITE/B7841142;sz=320x50;ord=[timestamp];dc_lat=0;dc_rdid=38400000-8cf0-11bd-b23e-10b96e4ddddd;tag_for_child_directed_treatment=0?" BORDER=0 WIDTH=320 HEIGHT=50 ALT="Advertisement"></A>

The beginning of a sample JavaScript tag (typically used for HTML5 or Rich Media banners):

<SCRIPT language='JavaScript1.1' SRC="https://ad.doubleclick.net/ddm/adj/N9200.284657.MYSITE/B7841342.2;sz=320x50;ord=[timestamp];dc_lat=0;dc_rdid=38400000-8cf0-11bd-b23e-10b96e4ddddd;tag_for_child_directed_treatment=0?"> </SCRIPT>

A sample pre-fetch tag (used for in-stream video ads):

VAST 2.0 pre-fetch tag

https://ad.doubleclick.net/ddm/pfadx/N9200.284657.MYSITE/B7841342.2;kw=[keyword];sz=widthxheight;ord=[timestamp];dc_lat=0;dc_rdid=38400000-8cf0-11bd-b23e-10b96e4ddddd;tag_for_child_directed_treatment=0;dcmt=text/xml

VAST 3.0 pre-fetch tag

https://ad.doubleclick.net/ddm/pfadx/N9200.284657.MYSITE/B7841342.2;kw=[keyword];sz=widthxheight;ord=[timestamp];dc_lat=0;dc_rdid=38400000-8cf0-11bd-b23e-10b96e4ddddd;tag_for_child_directed_treatment=0;dcmt=text/xml;dc_vast=3

VAST 4.0 pre-fetch tag

https://ad.doubleclick.net/ddm/pfadx/N9200.284657.MYSITE/B7841342.2;kw=[keyword];sz=widthxheight;ord=[timestamp];dc_lat=0;dc_rdid=38400000-8cf0-11bd-b23e-10b96e4ddddd;tag_for_child_directed_treatment=0;dcmt=text/xml;dc_vast=4

A sample tracking ad image tag for impressions:

<IMG SRC="https://ad.doubleclick.net/ddm/trackimp/N7480.169443360.MYSITE/B7967415.105398014;dc_trk_aid=278142637;dc_trk_cid=56651190;ord=[timestamp];dc_lat=0;dc_rdid=38400000-8cf0-11bd-b23e-10b96e4ddddd;tag_for_child_directed_treatment=0?" BORDER="0" HEIGHT="1" WIDTH="1" ALT="Advertisement">

A sample tracking ad tag for clicks:

http://ad.doubleclick.net/ddm/trackclk/N7480.169443360.MYSITE/B7967415.105398014;dc_trk_aid=278142637;dc_trk_cid=56651190;dc_lat=0;dc_rdid=38400000-8cf0-11bd-b23e-10b96e4ddddd;tag_for_child_directed_treatment=0

Supported tags for mobile

While there is no special placement tag type for mobile devices, mobile sites, or apps, overall support can vary. The tables below can help you choose the right tags. You cannot pass device IDs into placement tags for click trackers. Use tracking ads instead.

Mobile web compatibility
  Image HTML5 Rich Media In-stream VPAID Tracking creative
Standard 1x1 only
Iframe/JavaScript
JavaScript
Pre-fetch
Internal redirect
Click tracker
Tracking ad
Mobile in app compatibility
  Image HTML5 Rich Media In-stream VPAID Tracking creative
Standard 1x1 only
Iframe/JavaScript
JavaScript
Pre-fetch
Internal redirect
Click tracker
Tracking ad

Standard tags

Standard tags do not serve for placements larger than 1x1 as of October 2. Use the Placement Tag Type dimension to identify any tags that need to be re-trafficked. Learn more

Standard tags are a type of placement tag. They only serve for placements with dimensions of 1x1. Standard tags use an anchor tag (<A HREF>) and an image tag (<IMG SRC>).

Sample of a standard tag
<A HREF="https://ad.doubleclick.net/ddm/jump/Nxxxx.site-keyname/Byyyyyyy.Pzzzz; sz=widthxheight;kw=[keyword];ord=[timestamp]?">
 
<IMG SRC="https://ad.doubleclick.net/ddm/ad/Nxxxx.site-keyname/Byyyyyyy.Pzzzz;sz=widthxheight;ord=[timestamp];dc_lat=N;dc_rdid=Czzzz;tag_for_child_directed_treatment=I?" BORDER=0 WIDTH=X HEIGHT=Y ALT="Click Here"></A>

Make sure that these tags are always served together, with the A HREF tag first, then the IMG SRC tag.

Anatomy of standard tags

A HREF: An HTML anchor and hyperlink reference tag that tells a user's browser to call the web address when a user clicks on the ima'ge.

ad.doubleclick.net: The web address of the DCM ad servers.

Make sure that sites use the web address included in your tags, not a corresponding IP address, because our IP addresses are subject to change.

ddm: This is a new parameter that distinguishes DCM tags from the legacy product (DFA). It makes no difference to how you export or implement your tags.

jump: A command, passed to the DCM ad servers, that is used for counting clicks. When a user clicks on the image, the actual clickthrough URL is substituted dynamically.

Nxxxx: The DCM account ID.

site-keyname: An identifier for a site, based on the site's web address.

Byyyy: The DCM campaign ID.

.Pzzzz: The DCM placement ID.

sz=widthxheight: The dimensions of the placement, in pixels. This information enables the DCM ad server to deliver a creative of the right size. For interstitial placements, sz= is left out of the tags.

kw=[keyword]: You can use the kw= parameter to pass keywords to the DCM ad server. Keyword targeting is typically used for ads that are served on the results page of a search, and the value of the kw= attribute is the user's query. For example, if a user searches for car, then the parameter in the tags would be kw=car.

It is up to the site to determine when to serve the DCM placement tags and to insert the appropriate keyword whenever the tags are served.

ord=[timestamp]: For the ord= parameter, sites are responsible for dynamically inserting a unique string (not necessarily a timestamp) each time a user visits the site. The purpose of making the tags unique is to prevent web browsers from serving cached creatives to the user.

The value of the ord= parameter must be the same for the A HREF and IMG SRC tags whenever the two are served together.

IMG SRC: An HTML image tag. The SRC parameter tells the browser where to find the image to display.

ad: Identifies the tag as being Standard.

dc_lat=: The key of the dc_lat key-value pair for mobile applications to pass if the user has enabled “Limit Ad Tracking” options for IDFA or AdID in order to opt out of personalized ads and remarketing.

N: This is the value in the dc_lat key-value pair. A value of 1 means that the user has enabled the “Limit Ad Tracking” option for IDFA or AdID. If “Limit Ad Tracking” is off, the value is 0.

dc_rdid=: The key of the dc_rdid key-value pair for mobile applications to pass resettable device identifiers. The value is a user resettable device identifier in the form of IDFA for iOS or advertising ID (AdID) for Android. We will only accept values passed securely over SSL-enabled tags. This needs to be populated by the mobile application or ads SDK at runtime.

Czzzz: This is the value in the dc_rdid key-value pair. The value is the user resettable device identifier in the form of IDFA for iOS or advertising ID (AdID) for Android. We will only accept values passed securely over SSL-enabled tags. It needs to be populated by the mobile application or ads SDK at runtime.

tag_for_child_directed_treatment=: The key of the tag_for_child_directed_treatment= key-value pair for mobile applications to pass information about if a request may come from a user under the age of 13, under COPPA compliance.

I: This is the value in the tag_for_child_directed_treatment= key-value pair. A value of 1 indicates that this particular request may come from a user under the age of 13, under COPPA compliance.

BORDER=0 WIDTH=X HEIGHT=Y: Sets the dimensions of the ad slot where the image is displayed and specifies that the image will not have a border.

ALT="Click Here": The ALT= parameter sets the text that is displayed if the image does not load. This text is also displayed when a user mouses over the image and read by text readers for vision-impaired web users. By default, the ALT text for standard tags is Click Here, but this can be edited by the trafficker or publisher.

Other parameters you may see in your tags

Your tags will generally look the same whether they serve to mobile or non-mobile inventory. However, you may see some extra parameters.

dcapp=1

This parameter was used to distinguish in-app placements from in-page placements before the launch of the display compatibility and universal ads. You’ll still see this parameter when you export tags for old in-app placements.

dc_muid=

The uppercase IDFA, Android ID, or AdID, run through an MD5-hash algorithm. The identifiers must use all capital letters before they are hashed. DCM won't recognize MD5-hashed values of lowercase IDs. It's the publisher's responsibility to apply MD5 hashing to device identifiers.

Note: We strongly recommend using dc_rdid to pass device identifiers instead of dc_muid.

dc_ref=

This parameter can be added to placement tags to let publishers pass the exact URL where an impression serves. Publishers with complicated page layouts, such as nested iframes, may need to use this parameter to ensure that DCM records the URL of the main webpage an impression occurs versus the location of the iframe. The URL passed in this parameter will then be used as a signal within DCM Verification. This parameter is added automatically to internal redirects, and can be added manually to all other placement tag types.

Other parameters

In some cases, DCM placement tags will include parameters that are not mentioned here because they are unique to specific DCM accounts or related to features that are not widely used. If you have questions about an placement tag parameter that is not mentioned here, contact customer support at dcm-support@google.com.

iframe/JavaScript tags

iframe/JavaScript tags are the most commonly used type for placements that can deliver both standard images and rich media. They begin with IFRAME SRC=.

Browser support

Not all browsers recognize the iframe HTML element, so these tags include several options depending on browser support.

  • For browsers that do not recognize iframes, we include JavaScript tags.

  • For browsers that recognize neither iframes nor JavaScript tags, we include a set of standard tags as well.

According to the standards for HTML, tags placed between <iframe> and </iframe> tags are ignored, so in most cases only the iframe tags are invoked. The JavaScript and standard tags are included as failsafe methods to ensure that ads are served even to users who are using obsolete browsers.

iframe tag example
<IFRAME SRC="https://ad.doubleclick.net/ddm/adi/Nxxxx.site-keyname/Byyyyyyy;sz=widthxheight;ord=[timestamp];dc_lat=N;dc_rdid=Czzzz;tag_for_child_directed_treatment=I;kw=[keyword];click=?" WIDTH=X HEIGHT=Y MARGINWIDTH=0 MARGINHEIGHT=0 HSPACE=0 VSPACE=0 FRAMEBORDER=0 SCROLLING=no BORDERCOLOR='#000000'>
<SCRIPT language='JavaScript1.1' SRC="https://ad.doubleclick.net/ddm/adj/Nxxxx.site-keyname/Byyyyyyy;abr=!ie;sz=widthxheight;ord=[timestamp];dc_lat=N;dc_rdid=Czzzz;tag_for_child_directed_treatment=I;kw=[keyword];click=?">
</SCRIPT>
<NOSCRIPT>
<A HREF="https://ad.doubleclick.net/ddm/jump/Nxxxx.ste-keyname/Byyyyyyy.n;abr=!ie;sz=widthxheight;ord=[timestamp];kw=[keyword]?">
<IMG SRC="https://ad.doubleclick.net/ddm/ad/Nxxxx.site-keyname/Byyyyyyy.n;abr=!ie;sz=widthxheight;ord=[timestamp];dc_lat=N;dc_rdid=Czzzz;tag_for_child_directed_treatment=I;kw=[keyword]?" BORDER=0 WIDTH=X HEIGHT=Y ALT="Click Here"></A>
</NOSCRIPT>
</IFRAME>
Anatomy of iframe/JavaScript tags

See below for the anatomy of the iframe tag portion of iframe/JavaScript tags. To learn about the JavaScript tag portion, see the JavaScript tags section.

Let's look at the iframe portion of our iframe/JavaScript tag sample:

<IFRAME SRC="https://ad.doubleclick.net/ddm/adi/Nxxxx.site-keyname/Byyyyyyy;sz=widthxheight;ord=[timestamp];dc_lat=N;dc_rdid=Czzzz;tag_for_child_directed_treatment=I;kw=[keyword];click=?" WIDTH=X HEIGHT=Y MARGINWIDTH=0 MARGINHEIGHT=0 HSPACE=0 VSPACE=0 FRAMEBORDER=0 SCROLLING=no BORDERCOLOR='#000000'>

IFRAME SRC: An HMTL iframe (inline frame) tag that allows an HTML page to be embedded in another HTML page. The SRC parameter tells the browser where to find the HTML page to load into the iframe.

"https://ad.doubleclick.net/ddm/adi/Nxxxx.site-keyname/Byyyyyyy;sz=widthxheight;ord=[timestamp];dc_lat=N;dc_rdid=Czzzz;tag_for_child_directed_treatment=I;kw=[keyword];click=?": The parameters of the URL are the same as in standard tags, with three exceptions:

  • The adi parameter tells the DCM ad servers that the URL is part of an iframe tag.

  • the abr=!ie parameter tells the DCM ad servers not to serve JavaScript content if the browser is Internet Explorer.

    According to HTML conventions, browsers are not supposed to read any content between <iframe> and </iframe> tags. As such, any browser that recognizes iframes should read only the DCM iframe tags, not the JavaScript tags. However, some obsolete versions of Internet Explorer read both sets of tags. The abr=!ie parameter ensures that these browsers are served only one ad for each set of DCM placement tags.

    This parameter is included only in the iframe/JavaScript combination tags, not in JavaScript tags without iframes.
  • The trafficker can choose to include the click= parameter. This parameter is used to redirect clicks to a third-party site, typically so that the site publisher can perform its own click counting. To use the click= parameter, the publisher needs to insert a URL as the value of the parameter. If the click= parameter is used, the publisher should make sure that it's used in both the iframe and the JavaScript tags. The publisher also needs to redirect standard tags to the third-party site; what methodology is used is up to the publisher.

    The URL you use as the value of the click= parameter should be a redirect, not a request for a 1x1-pixel image.

WIDTH=X HEIGHT=Y MARGINWIDTH=0 MARGINHEIGHT=0 HSPACE=0 VSPACE=0 FRAMEBORDER=0 SCROLLING=no BORDERCOLOR='#000000': These parameters set the dimensions and other features of the iframe. By default, they are set up to integrate the iframe seamlessly with the surrounding webpage.

Note: Some advertisers may use the ins tag for iframe and JavaScript tags.

JavaScript tags

JavaScript tags can deliver image, HTML5, and Rich Media creatives. They can be useful for sites that already use their own iframes for complex page layouts, or for publishers who would prefer not to use iframes.

The parameters in JavaScript tags are the same as those as those in the JavaScript part of iframe/JavaScript tags, except that the abr=!ie parameter is left out because there is no need to exclude any browser types.

Anatomy of JavaScript tags

To get a better understanding of the JavaScript tags, let's look at them part by part.

<SCRIPT language='JavaScript1.1' SRC="https://ad.doubleclick.net/ddm/adj/Nxxxx.site-keyname/Byyyyyyy;sz=widthxheight;dc_expa=URL;ord=[timestamp];dc_lat=N;dc_rdid=Czzzz;tag_for_child_directed_treatment=I;kw=[keyword];click=?">

SCRIPT language='JavaScript1.1' SRC: An HTML script tag that tells the browser to read as JavaScript the content retrieved from the source (SRC) location.

"https://ad.doubleclick.net/ddm/adj/Nxxxx.site-keyname/Byyyyyyy;sz=widthxheight;dc_expa=URL;ord=[timestamp];dc_lat=N;dc_rdid=Czzzz;tag_for_child_directed_treatment=I;kw=[keyword];click=?": The parameters of the URL are the same as in standard tags, with three exceptions:

  • The adj parameter tells the DCM ad servers that the URL is part of a JavaScript tag.

  • The trafficker can choose to include the click= parameter. This parameter is used to redirect clicks to a third-party site, typically so that the site publisher can perform its own click counting. To use the click= parameter, the publisher needs to insert a URL as the value of the parameter. If the click= parameter is used, the publisher should make sure that it's used in both the iframe and the JavaScript tags. The publisher also needs to redirect standard tags to the third-party site; what methodology is used is up to the publisher.

  • You can manually add the dc_expa= parameter for third-parties to track real-time expansions of rich media display expanding creatives. Publishers need to insert an encoded URL that will receive a postback when the creative is expanded as the value of the parameter.

<NOSCRIPT>: This element is used to define alternate content to be displayed if a script is not executed. In the DCM placement tags, the alternate content consists of standard tags

Note: Some advertisers may the ins tag for iframe and JavaScript tags.

Pre-fetch tags

Pre-fetch tags are used to deliver in-stream video and in-stream video redirect creatives. When pre-fetch tags request an ad, DCM sends the ad content first and logs the impression after the ad content loads. In the case of a video creative, DCM logs the impression only once the video has buffered enough to start playing. The tag "fetches" the content before the impression is logged. DCM is VAST 2.0, 3.0, and 4.0 compliant, and provides pre-fetch tags for each type. Pick the tag you need or send both to the publisher.

Pre-fetch tag examples

VAST 2.0 pre-fetch tag

https://ad.doubleclick.net/ddm/pfadx/Nxxxx.site-keyname/Byyyyyyy;kw=[keyword]; sz=widthxheight;ord=[timestamp];dc_lat=N;dc_rdid=Czzzz;tag_for_child_directed_treatment=I;dcmt=text/xml

VAST 3.0 pre-fetch tag

https://ad.doubleclick.net/ddm/pfadx/Nxxxx.site-keyname/Byyyyyyy;kw=[keyword]; sz=widthxheight;ord=[timestamp];dc_lat=N;dc_rdid=Czzzz;tag_for_child_directed_treatment=I;dcmt=text/xml;dc_vast=3

VAST 4.0 pre-fetch tag

https://ad.doubleclick.net/ddm/pfadx/Nxxxx.site-keyname/Byyyyyyy;kw=[keyword]; sz=widthxheight;ord=[timestamp];dc_lat=N;dc_rdid=Czzzz;tag_for_child_directed_treatment=I;dcmt=text/xml;dc_vast=4

 

Anatomy of pre-fetch tags

https://ad.doubleclick.net: These parameters are the same as in standard tags.

ddm: This is a new parameter that distinguishes DCM tags from the legacy product (DFA). It makes no difference to how you export or implement your tags.

pfadx: Lets the ad server know that this is a pre-fetch (pf) tag and an ad command for XML (adx).

Nxxxx.site-keyname/Byyyyyy;kw=[keyword];ord=[timestamp];dc_lat=N;dc_rdid=Czzzz;tag_for_child_directed_treatment=I: These parameters are the same as in standard tags.

sz=widthxheight: Dimensions of the placement, in pixels. (The value of the sz parameter is always 0x0 for VAST placements.)

dcmt=text/xml: MIME stands for Multipurpose Internet Mail Extensions, which tell the browser what type of content you're sending. In this case, the MIME type is text/xml, which means that the content being sent is text in the form of XML code.

dc_vast=3: Formats the tag to be compliant with VAST 3.0 specifications.

dc_vast=4: Formats the tag to be compliant with VAST 4.0 specifications.

Click tracker tags

Click trackers are used to record the number of clicks on creatives that are not served by DCM, or clicks on text links, links in emails, or on other elements that are hard-coded on a website.

Example of a click tracker tag

Here's an example of a click tracker tag. Note that no random number is required because cache busting is handled automatically for clicks.

https://ad.doubleclick.net/ddm/clk/[ad ID];[placement ID];[verifier]?[landing page URL]
Anatomy of a click tracker tag

https://ad.doubleclick.net/: These parameters are the same as in standard tags.

clk: Lets the DCM ad servers know that this is a click tracker.

[ad ID];[placement ID]: The IDs of the ad created for this click tracker and of the targeted placement.

[verifier]: A character that is created according to a proprietary algorithm and used internally to verify that the tag has not been tampered with.

?[landing page URL]: The web address to which the user is ultimately sent.

The landing page URL is only included with static click trackers. In a dynamic click tracker, the second part of the tag, beginning with the ?, is left out. When the user clicks on the tagged feature, the DCM ad server dynamically inserts the landing page URL that the trafficker specifies in DCM.

Use static click trackers in meta refresh tags

Meta refresh is a method of instructing a web browser to automatically refresh the current web page after a given time interval. If you set that interval to 0 seconds, and you specify an alternative URL as the final destination, you can use a meta refresh to function as a URL redirect. In some cases, it might be convenient for a publisher to embed a static click tracker tag within a meta refresh as the destination URL. For example, the publisher might want to use a friendly or memorable URL for a text link, rather than a long URL that includes a call to the DCM ad servers.

If a click tracker tag is embedded within a <meta> tag in a webpage, you need to replace the semicolons in the click tracker tag with their ASCII equivalent (%3b). Otherwise, some older browsers will interpret the semicolons as parameters within the <meta> tag.

Here's an example of a static click tracker tag within a <meta> tag, with the semicolons replaced:

<html>
<head>
<meta http-equiv="refresh" content="0;https://ad.doubleclick.net/ clk%3b[ad ID]%3b[placement ID]%3b[verifier]?[landing page URL]">
</head>
</html>

Note: If there are semicolons in the clickthrough URL, they should also be replaced with %3b.

Internal redirect tags

Use internal redirect tags to serve DCM ads on sites that use DoubleClick for Publishers (DFP) or other DoubleClick products. Since these tags are processed internally within the DoubleClick system, there are several benefits to sending internal redirects to DFP publishers, including: 

  • Reduce latency: Because there are no requests to any other servers to serve internal redirect tags, there is no increased latency.
  • Prevent counting discrepancies between DCM and DFP: Internal redirect tags don't require any additional macros for click tracking and keep the discrepancy of clicks between DCM and DFP under 2%.
  • Richer domain information in DCM Verification: Internal redirect tags provide the same rich domain information in DCM Verification as the ins tag, giving you greater visibility into where your ads are serving, as well as better facilitating brand safety and spam protection.

Internal redirect tags consist of an Image URL and a Click-through URL, which the publisher enters in DFP.

The parameters are the same as those in standard tags, except that they don't have these two parameters:

  • keywords, because keyword targeting information is processed internally within DCM.

  • ord=, because these tags are entered into DoubleClick for Publishers, so there is no need to deal with browser caching.

For the image URL, you can also manually add the dc_expa= parameter to track real-time expansions of rich media display expanding creatives. Publishers need to insert an encoded URL that will receive a postback when the creative is expanded as the value of the parameter.

Internal redirect tag example

Image URL (Use this tag in DFP only)

https://ad.doubleclick.net/ddm/ad/Nxxxx.site-keyname/Byyyyyyy.n;sz=widthxheight;dc_expa=URL

Click-through URL (Use this tag in DFP only)

https://ad.doubleclick.net/ddm/jump/Nxxxx.site-keyname/Byyyyyyy.n;sz=widthxheight

Tracking ad tags

Tracking ad tags appear in your tag export as a "Tracking ads" section. This includes tag URLs for impression and click tracking.

To include tracking ad tags with your tag export, open the tag workflow in your campaign (Tags > Download) and click the "Include tracking ads" checkbox on the left. For more information, see the tracking ad guide (DCM users only).

Tracking ad tips
  • Check Include tracking ads when you download tags.

  • If you're using event tags on a placement, your publisher must implement JavaScript or iframe tag URLs for impression tracking. We recommend that you send both and let the publisher decide which to use. These tags are labeled impressions (JavaScript) and impressions (iframe).

Tracking ad tag example

Here is an example of the tag format for a tracking ad. There are different tag versions for the assigned tracking creative. You can see placeholders for the site keyname, creative/ad/placement IDs, and timestamp in your tags.

Impressions (image):

<IMG SRC="https://ad.doubleclick.net/ddm/trackimp/Nxxxx.site-keyname/Byyyyyyy.n;dc_trk_aid={ad_id};dc_trk_cid={creative_id};ord=[timestamp];dc_lat=N;dc_rdid=Czzzz;tag_for_child_directed_treatment=I?" BORDER="0" HEIGHT="1" WIDTH="1" ALT="Advertisement">

Impressions (iframe):

<IFRAME SRC="https://ad.doubleclick.net/ddm/trackimpi/Nxxxx.site-keyname/Byyyyyyy.n;dc_trk_aid={ad_id};dc_trk_cid={creative_id};ord=[timestamp];dc_lat=N;dc_rdid=Czzzz;tag_for_child_directed_treatment=I?" WIDTH=1 HEIGHT=1 MARGINWIDTH=0 MARGINHEIGHT=0 HSPACE=0 VSPACE=0 FRAMEBORDER=0 SCROLLING=no BORDERCOLOR='#000000'></IFRAME>

Impressions (JavaScript):

<SCRIPT language='JavaScript1.1' SRC="https://ad.doubleclick.net/ddm/trackimpj/Nxxxx.site-keyname/Byyyyyyy.n;dc_trk_aid={ad_id};dc_trk_cid={creative_id};ord=[timestamp];dc_lat=N;dc_rdid=Czzzz;tag_for_child_directed_treatment=I?"></SCRIPT>

Clicks:

https://ad.doubleclick.net/ddm/trackclk/Nxxxx.site-keyname/Byyyyyyy.n;dc_trk_aid={ad_id};dc_trk_cid={creative_id};dc_lat=N;dc_rdid=Czzzz;tag_for_child_directed_treatment=I

Ins tags

The ins tag is a new form of tag that works for iframe or JavaScript and has a different format than other tags. The tag provides richer domain information in DCM Verification, giving you greater visibility into where your ads are serving. Learn how to implement the ins tag.

Was this article helpful?
How can we improve it?