If your impression isn't sold through SSP bidding, you can specify a Passback setting. You can only apply a passback when you have an Adform master tag implemented directly. With a passback, the placement requests are sent back to their source (such as an ad server or sales house). For example, depending on the passback settings, available impressions pass to another SSP tag, another Adform tag, a URL, or even a static image.
Note
If you apply passback functionality, you may lose some bid requests. If an ad request passes between platforms, it may take some time until an ad is served. By the time the ad is served, the visitor may have left the page. Publisher setups that require passback(s) are not very fast, and the ad might lose impressions because of the delay when serving the ad. If you apply passback functionality, you may lose up to 10% of bid requests. (This is considered normal in the Ad Tech industry.)
To set up a passback:
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Click Inventory > Placements.
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To access placement settings, click the placement's name. (If a placement doesn’t exist, see Set Up Placements.
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Click Creative Settings.
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In the Passback section, in the Type list, select: URL, Javascript variable, or 3rd party javascript.
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Provide the passback information, which depends on the selected type.
Passback Type
Passback Definitions
URL
For banner-type placements, provide the URL for the JavaScript code.
For in-stream video-type placements, provide the URL for the VAST XML code.
Note
The URL for the mid= script source must include https://. For example:
https://adx.adform.net/adx/?mid=012345
JavaScript variable
If a passback as a JavaScript variable is already defined on a page, type the returned variable name when Adform decides not to keep an impression.
3rd party JavaScript
Type the entire third-party JavaScript code. For example:
<script data-adfscript="adx.adform.net/adx/?mid=012345&rnd=<random_number>"></script> <script src="//s1.adform.net/banners/scripts/adx.js" async defer></script>
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Click Save.