Pass back-tags by-Sajid Dongarkar

What is passback?

Passback or default tags can be any network or remnant tags that you use to fill inventory.

When advertiser’s tags don't have anything to serve (for example, there isn't an advertiser willing to pay a high enough CPM), we can send that impression back to ZEDO to serve next ad in rotation.

What is the use of passback tag?

Passback line items are used with third-party advertisers for a number of reasons. Primarily, passback line items return a house ad or other remnant ad within server when the third-party doesn't have an ad to serve or when this ad doesn't meet the minimum CPM agreed upon with the third-party.

Before beginning this process, you should have generated a passback ad tag in server to which remnant or house inventory is targeted. The third-party should then take this ad tag and traffic it in their network as the lowest-priority ad, one that will serve if no eligible ads are found.

How it works?

The passback tag acts like a default ad in the ad network’s system. If an ad network cannot send a paid ad, it calls ZEDO’s passback tag, and the passback tag tells the regular ZEDO Ad Tag to call the next Available ad network.

Say that you have Interclick and Specific Media set up in your ZEDO account and you give them both passback tags. The process would work as follows:

A user views a page that either has a ZEDO tag on it or calls a ZEDO tag through a 3rd party ad server.

ZEDO’s ad tag calls Interclick Media, which fills the slot with an ad.

On the second refresh, Interclick doesn’t have any paid ads so it gives way to ZEDO’s passback tag.

The passback tag notes that Interclick has no paid ads, so will not call Interclick again (for that user in that 24 hour period); it will call the next available ad network, Specific Media.

This flow will continue through all your top tier ad networks that are passback enabled.

After the top tier networks have no paid ads to serve, ZEDO will give the inventory (for that unique user, in that 24 hour period) to your filler ad network.

Implementing Passbacks

1. Enable Passbacks in ZEDO 2. Generate Passback tags 3. Give the Passback tag to the ad network(s)

1.) Enabling Passbacks in ZEDO :

Preliminary requirement :

•Ad network Advertisers must be linked to the Ad Network.

In the Create/Edit Advertisers page, select the Link to Ad Network checkbox

Select the ad network from the dropdown

Enter the login details for the ad network account

Ad level requirements

•In the Create Ad UI, select the Enable Passback checkbox (at the bottom of the Ad Details section).

You don’t need to enable passbacks for Filler ad networks.

• The “Ad” in which you upload the ad network code needs to be frequency capped in order for Passback tags to work

You can set a cap of up to 99 impressions per unique user per day. If you don’t have the ability to set a cap this high, please contact support.

2.) Generating Passback tags :

There are a couple ways to access the Passback tag generator.

1. Click the Generate Passback Tags button after creating or editing an Ad.

2. Click the Passback Tags button on the Campaign Dashboard .

In the Passback tag generator the Advertiser and Campaign will be pre-selected. You may need to select the Ad.

You will see one Passback tag for each Channel the ad is targeted to.

3. Give the Passback tag to the ad network(s)

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Smart Tag:

1. A page makes an ad request to DFP for an ad using the DFP ad tag on the page.

2. DFP returns a line item containing third-party code.

3. The page uses the third-party code to make a request to a third-party ad server.

Non-passback scenario: If a matching ad is available, an ad is served from the third-party ad server.

4. If no matching ad is available on the third-party ad server, the server returns (i.e. passes back) the DFP ad tag that you have provided your third party.

5. The page makes a second ad request to DFP using the passback tag contained in the third-party ad.

6. A house ad or other specifically targeted line item is returned from DFP.

Pass back-tags by-Sajid Dongarkar

Marketing

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