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DoubleClick has ended support for DoubleClick for Advertisers (DFA) as of 9/1/2014. DFA has been replaced by DoubleClick Campaign Manager (DCM). Please contact your account manager if you have any questions. If you're a trafficker or have product access to DCM, bookmark our client-only DCM Help Center. Publishers and other partners who need info on DCM should bookmark the new DCM Partner Help Center.

Ad tags and tag types

Pre-fetch tags

Pre-fetch tags request ads from the DART ad server without logging impressions at the time of the request. They're used to deliver Rich Media Flash-in-Flash creatives and In-Stream video creatives. With pre-fetch tags, impressions are logged only after the video has buffered enough to start playing.

Here's an example:;kw=[keyword];sz=widthxheight;ord=[timestamp];dcmt=text/xml

Anatomy of Pre-Fetch Tags

To get a better understanding of the pre-fetch tags, let's look at them part by part. These parameters are the same as in standard tags.

pfadx: Lets the ad server know that this is a pre-fetch (pf) tag and an ad command for XML (adx).;kw=[keyword];ord=[timestamp];: 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.

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