Traffic third-party creatives

About third-party creatives

Some of your advertisers may be working with a third-party ad server such as Atlas or Mediaplex to serve their creatives. If an advertiser sends you a piece of creative code (also known as an ad tag) that calls another ad server, you will need to traffic that creative as a Third-party creative. (See a list of certified third-party vendors.)

The key to successfully serving third-party creatives and minimizing discrepancies is to make sure that you are properly inserting macros in the third-party code.

In most cases, you should traffic third-party ad tags as Third-party creatives, not Custom creatives, to ensure that macros from our list of certified vendors are automatically inserted. (Custom creatives do not automatically insert macros, leaving more room for error.)

The exception is when you need to customize the third-party code by, for example, adding a tracking pixel or other code for troubleshooting purposes. In these cases, you can create a custom template and add the third-party code with your changes to the template. See Creative templates to learn how.

To add a third-party creative to your network:

  1. On the Orders tab, click Creatives in the left-hand navigation.

  2. Click Add creatives.

  3. Begin typing to search for the advertiser whose creative you're adding. Each creative is associated with one advertiser.

  4. When you've found the right advertiser, click Continue.

  5. Click Third-party.

  6. Enter the name for your creative.

  7. Paste the tags from a third-party ad server into the Code snippet field.

    • If DFP recognizes your creative, click Insert macros and DFP will automatically insert the appropriate macros into your code snippet.

    • If DFP doesn't recognize your creative, place your cursor within the code snippet where a macro should be placed, then click the corresponding button to insert the macro.

      If there are no instructions in the ad tag for where the macros should go or you’re not completely sure, have your client talk to the third party. Ask your client to get instructions for inserting the macros so DFP can serve the creative properly and track clicks and impressions. Since the third party knows their code better than anyone else, it’s always best to go to the third party, as DoubleClick doesn’t keep track of where macros should be inserted in non-certified third-party vendors.

      Learn more about macros.
  8. Select the Target ad unit size where the creative should deliver.

  9. Click Save and preview the creative to ensure it’s serving properly. If you notice a problem with how the creative looks, talk to the advertiser.

If you've selected a creative for upload that doesn't match the ad unit size you specified, you'll receive an error message when you save. Select Allow creative size to differ from ad unit size to resize the ad unit. (For example, if you upload a 400x400 creative to a 300x250 ad unit, DFP will accommodate the larger creative. Or, if you upload a 200x200 creative to the same ad unit, the creative would only occupy 200x200 pixels on your page.)