Tag Guaranteed deals

You must use Marketplace to have access to Tag Guaranteed deals. If your account doesn’t have Marketplace, contact your Display & Video 360 account representative.

About Tag Guaranteed deals

Tag Guaranteed deals enable you to consolidate your guaranteed buys within Display & Video 360 through the use of tags that can be used by any publisher.

Remember to handle payments and billing directly with publishers. Display & Video 360 only tracks media spend based on the data entered during deal creation.

Tag Guaranteed deals provide numerous benefits:

Increased inventory addressability

  • Display & Video 360 now serves reservation inventory that isn’t available via programmatic guarantees (for example, non-Google Ad Manager publishers).
  • Consolidation: You can begin to consolidate your video and display inventory in Display & Video 360 by allowing buyers to offer tags to video networks (who own most video inventory).

The power of programmatic delivered to reservations

  • Tag Guaranteed deals let you deliver the right ad to the right user across all media (that is, cross-campaign optimization), so that you can target reserved inventory with line items that use Display & Video 360's powerful set of targeting features.
    • The feature uses Display & Video 360 targeting technology on reservations. For example, this extends remarketing reach onto reservation deals.
  • Tag guaranteed inventory can be allocated to multiple advertisers. This gives multiple advertisers the ability to make decisions on this inventory behind a single tag.
  • You can manage budget and frequency across exchange and reservation media, across Tag Guaranteed deals and other line items alongside them.

Understanding tag types

Tag Guaranteed deals use two kinds of tags, display tags and video tags.

Learn more about how to unwrap VAST tags manually.

Pause deals

You can see whether a deal is Paused or Active in the Status column of My Inventory. Deals can be paused by both the buyer or the publisher, and if either party pauses, they will need to provide a reason. Click on the   icon to see why the deal was paused. 

To pause a deal in Display & Video 360, click the dropdown next to Active in the Status column, and select Paused.

Only an entire proposal can be paused (not individual line items), and when inventory is paused, it is no longer targetable. The deal can only be resumed by the party that paused it.

Using Tag Guaranteed deals

Tag Guaranteed deals work as follows:

  • Define the tag guaranteed deal via the workflow shown below. This workflow adds the inventory to your partner, permissions the inventory to your chosen advertiser(s), and creates a reservation insertion order that will serve if no other line items target this inventory. (This reservation insertion order is not editable.)
  • Send tags to publishers, using the file provided by Display & Video 360.
  • (Optional) Target tag guaranteed inventory on additional line items in any of the permissioned advertisers. For example, you can target this inventory on a new line item within a remarketing insertion order. At serving time, if the line item’s targeting criteria are not met on this impression , the insertion order created in step 1 will serve.

Defining the tag guaranteed deal requires the following steps:

If at any point during the 3 steps you choose to continue the setup process later, click Save & Close and you’ll be returned to the "My Inventory" page, where the products you added will be listed under the “Action required” section. Hover over it and click Configure to return to the setup process.

Step 1: Add products and advertisers

  1. Sign in to your Display & Video 360 account. 
  2. Click Inventory > My Inventory from the menu on the left.
  3. Click New > New guaranteed inventory. The "New Guaranteed inventory" page appears.

  1. In the "Deal details" section, enter a name for the insertion order that you are creating along with the publisher’s name.
  2. Add your products:
    1. Enter a name for the product.
    2. Select the start and end dates.
    3. Select a format from the drop-down, either audio, display, or video.
    4. Under Creative requirement, make one or more choices for video or display:
      1. Audio: Select a duration in seconds
      2. Video: Select a duration in seconds.
      3. Display: Select one or more creative sizes. You can also type in a new size if it is not in the list. If you specify multiple sizes, you will have to coordinate with the publisher, who will have to specify the size needed on each request (a single size is automatically specified).
    5. When you enter Rate (CPM) and Units (imps), the Total Cost will be calculated for you (you can change the currency by clicking on the current currency in the top right corner).

When you are done adding your products, select a partner revenue model and enter an appropriate percentage. Learn more about the different partner revenue models available

Next, enter the partner costs. Learn more about partner costs

Next, choose which advertisers have permission to target your products. Optionally, you can toggle "Assign inventory source to all advertisers" to allow any advertiser permission to target the products. Select a Default advertiser by entering the name in the search field and selecting one from the list.

A key benefit of Tag Guaranteed deals is that they can be targeted by multiple advertisers. This is the step where you make that happen.
  1. Enter the name of the advertiser under whom the deal will be created. This is where Display & Video 360 will automatically traffic the default insertion order. Optionally, choose any number of additional advertisers to whom you’re permissioning the deal. This will allow the deal to be targeted by line items under those advertisers.

  1. Select a campaign by clicking "Search campaigns". Note that only the campaign under the default advertiser can be assigned. This deal will not be affected by the campaign's budget, flight date, or frequency cap.

  1. Click Next to continue. (Again, you can choose to continue later by clicking Save & Close, returning you to the "My Inventory" page)

Edit advertisers

Click on a deal in the My Inventory tab to edit advertisers attached to it. If you change the default advertiser you will need to choose creatives and a revenue model for the new advertiser. Inventory will stop serving (in up to 1 hour) for advertisers you remove. You can only edit a deal if you have access to all of the advertisers attached to it.

Step 2: Choose creatives

On the next page, select at least one available creative for each of the product sizes and/or durations:

When you’ve selected one or more creatives for each size, click Next. 

Step 3: Settings  (Optional)

The last step is to select and adjust the following:

  • Conversion tracking
  • Partner revenue model
The partner revenue markup will be added on top of the media cost cost budget and the total cost will be visible in Display & Video 360 Revenue

 

After you're made your choices, click Done. Your deal now appears on the "My Inventory" page under “Everything else”. Follow the steps in the Configuring Tag Guaranteed deals section to configure the deal and download a tag sheet for the publisher.

Configuring Tag Guaranteed deals

You can configure an existing deal by navigating to Inventory > My Inventory from the left menu. Then hover over the deal you wish to configure and click Configure on the right.

You can edit the order name, publisher, product name, start and end dates, format, creative requirement, rate, and units. If the deal is already live, you have the option to add a makegood.

Editing the order name will also modify the name of the reservation insertion order on the primary advertiser.

Next you can adjust the partner revenue modeland the partner costs.

After you've finished configuring, click Done and download tag (in step 3). The tag sheet is downloaded as a .csv file you can share with the publisher. You must send the tag sheet to the publisher so they can traffic the tags in their ad server. Learn more about display tags in tag sheets

Targeting Tag Guaranteed deals

You can assign a Tag Guaranteed deal to a new or existing insertion order. 

To target tag guaranteed deals on line items:

  1. Click Advertisers in the left menu and select the advertiser you want to target.
  2. Create a new Campaign or select an existing one.
  3. Create a new Insertion Order or select an existing one.
  4. Click New line item and follow the on-screen instructions to create a line item within the insertion order.

  1. After you've finished creating a new line item, click the Default Targeting tab. 

  1. Then click Add Targeting > Inventory Source > Private Deals > [Publisher].
  2. Finally click Done > Save.

Tag formats in Tag Guaranteed deals

INS display tags

Display tags in Tag Guaranteed deals are INS tags that currently have a subset of the functionality of INS tags in Campaign Manager. You send these tags to publishers via tag sheets.

In your tag sheets, if you’ve specified multiple sizes for your creatives, the widths and heights will display as [WIDTH] and [HEIGHT] in the “Dimensions” column of the tag sheet. The publisher must replace these with one of the creative sizes you specified in the “Create products” step.

INS tag format

The table below shows the criteria for tag and bid display.

Required? ins HTML attribute Purpose
Yes data-dbm-deal Uniquely identifies the deal to Display & Video 360. Do not edit.
No data-dcm-app-id Accepts an identifier for in-app impressions. Provide an App ID for iOS apps or the App package for Android apps.
No data-dcm-child-directed 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.
No data-dcm-underage 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 16 (may differ by country), under compliance with the EU’s General Data Protection Regulation (GDPR).
No data-dcm-click-tracker Third-party click tracker URL. Redirects clicks to a third-party site for tracking.
No data-dcm-limit-ad-tracking 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.
No data-dcm-publisher-url Accepts the page URL as reported by the publisher. Use this in cases where the ad tag might not have access to the full top-level URL due to iframing, or for in-app impressions where the current app view displays content roughly equivalent to the given URL (for example, the same news article in-app and on the web).
No data-dcm-resettable-device-id Anonymous user resettable device identifiers in the form of IDFA for iOS or advertising ID (AdID) for Android. 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. Display & Video 360 will only accept values passed securely over SSL-enabled tags.

Template for the tag

style='display:inline-block;width:[single value; pub supplied if multiple values];height:[single value; pub supplied if multiple values]'
data-dbm-deal = <deal id>
data-dcm-resettable-device-id= <dc_rdid, pub supplied, optional>
data-dcm-child-directed = <optional, pub supplied>
data-dcm-limit-ad-tracking = <optional, pub supplied>
data-dcm-publisher-url= <optional, pub supplied>
data-dcm-click-tracker = <optional, pub supplied>
<script src='//www.googletagservices.com/dcm/dcmads.js'></script>

 

Example:

style='display:inline-block;width:300px;height:250px'
data-dbm-deal = <deal id>
data-dcm-resettable-device-id=
data-dcm-child-directed =
data-dcm-limit-ad-tracking =
data-dcm-publisher-url=
Data-dcm-app-id =
data-dcm-click-tracker =
<script src='//www.googletagservices.com/dcm/dcmads.js'></script>

Video tags

Video tag format

Required? Attribute (key name) Description
Y deal Deal ID (required, do not edit)
Y max_dur Max video duration
N 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.
N dc_msid App ID/Package Name. Accepts an identifier for the for in-app impressions. Provide an App ID for iOS apps or the App package for Android apps.
N dc_rdid mobile device ID [unhashed resettable device id]
N dc_ref Accepts the page URL as reported by the publisher. Use this in cases where the ad tag might not have access to the full top-level URL due to iframing, or for in-app impressions where the current app view displays content roughly equivalent to the given URL (for example, the same news article in-app and on the web).
N dc_vpaid

Accepts a value of 0 or 2.

If a publisher doesn't support VPAID, you must append dc_vpaid=0 to your tags.

If a publisher doesn't support VPAID, Active View viewability won't be reported.
N dc_vast Vast 3.0 tag indicator. If omitted the tag defaults to Vast 2.0
N ord Cache Buster (pub supplied)
N redir If set to 1, the vast is unwrapped
N 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.

 

Example:
 
https://bid.g.doubleclick.net/xbbe/bid/xpub?deal=ADg4pcIcPkd2qivf43LouIDs2gFvWlRZ3Ns3V-h_ah3ds0qmQWs&ord=[pub-supplied timestamp]&dc_vast=3&dc_rdid=[pub-supplied AdID/IDFA]

Unwrapping VAST tags

By default, Display & Video 360 VAST tags will be wrapped. This means they'll make an initial call to the Display & Video 360 ad server, then make a secondary call to retrieve actual ad content. But some publishers or publisher-side ad servers don't accept wrapped tags. You can add the redir=1 parameter to the tag URL manually to unwrap the tag.

Example:

https://bid.g.doubleclick.net/xbbe/bid/xpub?deal=AN8EF9U4-tQToL_pbTbJjg8cRL89KeEmhzWIXbvsaBQFkwLZjg0UH6w&ord=[timestamp]&dc_rdid=&redir=1

 

Tag unwrapping only works with creatives that are hosted by Display & Video 360 or are synced over from Campaign Manager. Third-party creatives aren't supported for redir=1, even if the third-party tag was exported from Campaign Manager.
 

Restrictions

  • Media cost support is currently limited to CPM.
  • Tag Guaranteed media costs are included in the “Media Cost” and “Total Media Cost” columns. If the revenue model is not set to CPM, then Tag Guaranteed media costs are also included in Revenue.
  • Tag Guaranteed media costs are excluded from the “Billable Cost” column.
  • Interstitials are not supported.
  • YouTube reservations cannot accept Tag Guaranteed deals. If you need to make a YouTube reservation buy, ask your account manager for instructions.
  • “Tracking”-only tags are not supported.
  • Line items can have either Tag Guaranteed deals inventory or other inventory, but not both.
  • No support for tag macros.
  • Expandable creatives are not supported
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