Publishers and networks using a third-party ad server for their waterfall setup can use an Adform's master tag to give preference to the Adform SSP as one of their demand sources. If Adform is not able to serve an ad, the impression can be passed back to the ad server.
A master tag is a snippet of code generated for each placement you create. With master tags you can provide available impressions to the Adform SSP to get ads into their placements easily — either directly or through header bidding.
The tag works by passing back an impression to the predefined URL or to third-party code when the Adform SSP doesn't keep the impression provided.
When using Adform Publisher Ad Server, you can use a master tag placed directly in a website or in an app.
Generate Master Tags for Placements
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Click Inventory > Placements.
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In the list on the left, select a publisher or app to see their assigned placements.
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Select the checkbox next to a placement.
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Click
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In the Send Tags dialog box type an email address to send the tag.
Note
To send the tag to several email addresses, separate these with commas.
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In Script Type, select Synchronous or Asynchronous.
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In asynchronous scripts, each tag is forced to "wait" for the previous tag to fully upload before it can be uploaded.
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In synchronous scripts, other tags can start uploading before the previous one is fully uploaded. To serve responsive ads on a placement, use the synchronous master tag type.
Important
"Viewable Auction" only works with the asynchronous script. In certain cases, asynchronous tags can't render responsive ads because of unsupported banner specifications.
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Click Send.
Note
You can also edit the script as seen in the Preview Scripts box manually by adding additional master tag parameters to it.
If you work with big networks, you can create publishers and placements without accessing Adform PMP by using dynamic master tags.
You can also build ad requests dynamically by using ADX tag, which is an ad tagging library for Adform publishers.
When you generate a master tag for sell-side inventory, you can then can place it on a website, use it in-app, within header bidding or add it to line item of publisher ad server as a third-party tag. When a master tag is loaded on a page, it generates ad request to Adform sell-side and delivers an ad via Adform Publisher Ad Server (PAS) or Supply Side Platform (SSP). To track clicks, you need to add an additional parameter to the master tag. The parameter should contain the encoded URL of the click tracker.
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cturl: This parameter is dedicated to providing the click tracker URL for master tags. -
cttype: In addition to click tracker URL, you can provide click tracker type. 1: Using redirect that is capable of decoding; 2: Using redirect that is not capable of decoding; 3: Using out-of-band pixels. Types 1 and 2 are using redirects, where type 3 is fired as a pixel when Adform is counting a click (Adform click tracker is also active within a browser before redirecting to landing page).
When you use a master tag, replace ;click= with &cturl= and add cttype respectively. In the case of cctype=1, you can skip it. In most cases, use cctype=3. Adjusted master tag example:
<script type="text/javascript" src="http://adx.adform.net/adx/?mid=140855;gdpr=${GDPR};gdpr_consent=${GDPR_CONSENT_50}&cttype=3&cturl=[macros]"></script> <script type="text/javascript" src="http://adx.adform.net/adx/?mid=140855&cttype=3&cturl=[macros]"></script>
Note
Add "http//*.adform.net" under "allowed domains". Special characters in your system click counter must be encoded ("&", "?", spaces, etc).
Locations for Data Centers
You can send bid requests to different geographical regions based on the selected serving region.
For instance, advertisers from Europe can only bid on requests sent to data centers in the EMEA region. US advertisers can only bid on requests sent to data centers in the Americas, and so on.
The placement tag changes for each serving region.
For EMEA (Europe in the Adform interface)
<script data-adfscript="adx.adform.net/adx/?mid=859498&rnd=<random_number>"></script> <script src="//s1.adform.net/banners/scripts/adx.js" async defer></script>
For the Americas (USA in the Adform interface)
<script data-adfscript="adx2.adform.net/adx/?mid=859498&rnd=<random_number>"></script> <script src="//s2.adform.net/banners/scripts/adx.js" async defer></script>
For Asia and the Pacific region (Asia in the Adform interface)
<script data-adfscript="adx3.adform.net/adx/?mid=859498&rnd=<random_number>"></script> <script src="//s1.adform.net/banners/scripts/adx.js" async defer></script>
If you make manual changes to the script, the values overwrite the settings in the UI.