To prioritize Adform SSP as one of their demand sources, publishers and networks using a third-party ad server for their waterfall setup can use Adform's master tag. A master tag is a snippet of code generated for each placement you create. With master tags, you can provide available impressions to Adform SSP and get ads into your placements, either directly or through header bidding. If Adform can't serve an ad, you can set up a passback to redirect the impression to a predefined URL or third-party code.
With Adform Publisher Ad Server, you can use a master tag placed directly on a website or in an app.
Implement Master Tags for Placements
To implement a master tag for a placement:
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Click Inventory > Placements.
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In the list on left-side panel, 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 the Send Tags button (
).
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In the Send Tags dialog box, enter an email address to send the tag to.
Note
Separate several email addresses with commas.
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(Optional) To edit the script shown in the Preview Tags box, you can manually add master tag parameters to it.
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In Placement Script Type, select a script:
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Asynchronous: The previous tag must finish uploading before a new tag can be uploaded.
Important
Viewable Auction only works with asynchronous scripts. In certain cases, asynchronous tags can't render responsive ads because of unsupported banner specifications.
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Synchronous: Other tags can start uploading before the previous one is uploaded. Use this script type to serve responsive ads on a placement.
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Click Send.
Note
With direct tags, the Publisher Ad Server can serve both display and native ads, as they both use a standard web placement. For a native ad placement, you need to assign a native ad creative. For more information, see Set Up Native Inventory.
If you work with big networks, you can use dynamic master tags to create publishers and placements without accessing Adform PMP.
To build ad requests dynamically, you can use an ADX tag, which is an ad tagging library for Adform publishers.
When you generate a master tag for sell-side inventory, you can then place it on a website, use it in-app, within header bidding, or add it to a line item of publisher ad server as a third-party tag. When a master tag loads on a page, it generates an 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 provides 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 use redirects, where type 3 is fired as a pixel when Adform counts a click (Adform click tracker is also active within a browser before redirecting to a 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. Your system click counter must have special characters encoded (&, ?, spaces, and others).
Locations for Data Centers
You can send bid requests to different geographical regions, based on the selected serving region.
For example, 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 varies depending on the 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 selected on the Adform platform.