Generic ad tag format

Working with generic ad tags

Adventive’s tag generator allows you to export the right first-party tag format, ensuring ads are distributed with the appropriate tag settings. 

If you select DFP or another ad server tag format via the Tag Generator, Adventive automatically adds the appropriate tracking macros for those platforms. For example, DFP tags are formatted to include %% and %%CLICK_URL_ESC_ESC%% macros.

Yet, there may be times when a ‘generic’ tag is required by a publisher. This can often be the case when working with smaller markets or for direct to site buys where the publisher may or may not have a major ad server (DFP, OpenX, etc.) in place.

Generic tags contain placeholder macros for cache busting (RANDOM_NUMBER) and click tracking (CLICK_TRACKER). The publisher’s trafficking team will need to replace RANDOM_NUMBER and CLICK_TRACKER with your required cache buster and click URL macros.

For example, if the publisher was using Adtech, they would replace the generic macro place holder ([CLICK_TRACKER_ENC]) with the appropriate macro for their ad server - which, for AdTech is _ADCLICK_.  If the ad server also has a custom cache buster, macro they would change [RANDOM_NUMBER] with that macro as well.


Generic tag BEFORE changing macros:

<!-- Ad Tags for Test Campaign 1 -->

<!-- Base Ad Dimensions: 300X250 -->

<!-- Placement ID: 5784ff21-6be0-4935-a041-d01215e54343 -->

<script type="text/javascript" src="http://adventive.com/ad?j&pid=5784ff21-6be0-4935-a041-d01215e54343&type=1&cb=[RANDOM_NUMBER]&click=[CLICK_TRACKER_ENC]"></script>

<!-- End of Placement ID: 5784ff21-6be0-4935-a041-d01215e54343 -->



Generic tag AFTER changing macros (with Adtech macro as example):

<!-- Ad Tags for Test Campaign 1 -->

<!-- Base Ad Dimensions: 300X250 -->

<!-- Placement ID: 5784ff21-6be0-4935-a041-d01215e54343 -->

<script type="text/javascript" src="http://adventive.com/ad?j&pid=5784ff21-6be0-4935-a041-d01215e54343&type=1&cb=%%CACHEBUSTER%%&click=_ADCLICK_”></script>

<!-- End of Placement ID: 5784ff21-6be0-4935-a041-d01215e54343 -->