Tag Guaranteed Deals in Display & Video 360: Publisher Implementation Guide

Background

Display & Video 360 can serve tag-based guaranteed reservations for participating advertisers, with support for both video and display inventory.

With this feature, advertisers can traffic traditional reservations deals in Display & Video 360 and receive a tag sheet that they can send to the publisher to traffic in their ad-server. Display & Video 360 provides a unique tag for every publisher placement (named “product” in Display & Video 360) that is part of the guaranteed buy.

Serving Features

Display & Video 360 Tag Guarantees currently support:

  • Pre-fetch VAST and VPAID creatives
  • VAST 2 and VAST 3
  • Display creatives (Image, HTML5, Rich Media)
  • Passing of unhashed mobile device ID (AdID/IDFA)

Tag spec

The Display & Video 360 tag url is: https://bid.g.doubleclick.net/xbbe/bid/xpub?...

Example VAST tag:

https://bid.g.doubleclick.net/xbbe/bid/xpub?deal=1054903_56802&max_duration=30&ord=[pub-supplied timestamp]&dc_vast=3&dc_rdid=[pub-supplied AdID/IDFA]

 

Name     Keyname    
Deal ID (required)     deal=    Do not edit    
Cache Buster (pub-supplied)  (required)     ord=[timestamp]    
Vast 3.0 tag indicator  (required)     dc_vast=[2 or 3]    
mobile device ID [adid/idfa] (pub-supplied) (optional)     dc_rdid=[device id]    
Unwrapped VAST  (optional

Note: this is necessary for Freewheel publishers

redir=1    
Maximum video duration (required)

Note: automatically included in tag export and set to
duration of longest assigned creative

max_duration=[length in seconds]    
Minimum video duration (optional)     min_duration=[length in seconds]    

 

Example Display tag:

<ins class='dcmads'>
style='display:inline-block;width:[pub supplied];height:[pub supplied]'
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>
</ins>

 

Optional INS HTML attributes     Changes into this ad request parameter     Purpose    
data-dcm-click-tracker     click     Third-party click tracker URL. Redirects clicks to a third-party site for tracking.    
data-dcm-param-KEY     KEY     Additional key-value parameter that will be appended verbatim to the ad tag. In place of “KEY” at the end, add any string of lowercase alphanumeric characters, dashes, or underscores.    
data-dcm-child-directed     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.
data-dcm-limit-ad-tracking     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.
data-dcm-resettable-device-id     dc_rdid     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.    
Data-dcm-publisher-url     dc_ref     Publisher-specified URL    
data-dcm-app-id     dc_msid     App ID (iOS) or App package (Android)    

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]

Tag sheet

Display & Video 360 advertisers can produce a CSV tag sheet that can be shared with publishers. Each row of the document will be a separate product with a separate tag.

This tag sheet contains the following columns:

  • Publisher Name
  • Product Name
  • Format (video-only for now)
  • Dimensions (video duration in seconds, for now)
  • Start Date
  • End Date
  • Planned Impressions
  • Vast 2 Pre-Fetch Tag
  • Vast 3 Pre-Fetch Tag
  • Display Ins Tag

 

Example tag sheet

Example tag sheet


Troubleshooting

If a value is not passed into dc_rdid or data-dcm-resettable-device-id, will it cause any problems?

Yes and no.

Yes, it may cause problems as omitting this identifier will mean that the advertiser will lack cross-device, conversion tracking, rotation, and reach reporting on any mobile app inventory (display and video).

No, omitting this field will not cause ad serving problems.  It is an optional parameter. So, if the advertiser does not need the cross-device or mobile reporting, it is OK to leave this parameter in and leave it empty, or to remove the parameter altogether.  

If you have additional questions, please contact the party that provided you with the tags.

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