1. Third Party Tracking:

a. Format

Only 1x1 pixels are supported for third-party tracking site-served ad units. Javascript is not allowed.

Click trackers are supported for third-party tracking clicks on select site-served ad units. See the Ad formats section for a full list.

b. Certified vendors

Third-party tracking on the Google Display Network from certified vendors. Buyers may only use a technology vendor approved by Google. Click-tracking vendors are not required to be certified.

c. Fourth-party calls and multiple vendor tracking

Multiple impression pixels per event are supported for our site-served and/or video ad units. However, clients may daisy-chain multiple vendor tracking and/or fourth-party calls into a single asset. This must be a standard format 1x1 pixel that fires simultaneous calls to each vendor upon serving the impression. The client or agency is responsible for piggybacking or daisy-chaining the pixels.

d. Ad formats

Third-party pixels are supported on the below ad formats. Some ad formats allow for multiple events to be tracked. However, only one pixel can be appended per event.

 

Ad format Pixels allowed Click trackers allowed
Site-served image/video (non-TrueView) ads Yes – impression Yes
Site-served text ads No Yes
TrueView in-stream ads Yes – impression, view, and skip Yes
TrueView in-display ads No No

 

e. Companion banners

Separate tracking for companion banners is not supported for auction video ads. Videos and their accompanying companion banners will share the same tracking assets.

 

2. Third Party Ad Serving:

Cookies and targeting: You may use cookies for reporting purposes and creative selection, provided that the data you use was collected in accordance with industry standards:

o   NAI Self-Regulatory Code of Conduct for Online Behavioral Advertising (www.networkadvertising.org)

o   IAB UK Good Practice Principles for Online Behavioral Advertising (www.youronlinechoices.com)

Where there is a conflict between the NAI and IAB UK policies, the more stringent policy applies. Google determines at its own discretion whether or not you are compliant with these standards.

In particular, the certification process requires you to have the following:

o   A descriptive privacy policy on your site

o   A prominent link to opt-out from the privacy policy

o   No PII used in the creation of segments (including PII related to the user’s mobile phone device)

o   No sensitive segments or segments targeted at children under 13 years of age

o   No packet sniffing in the collection of behavioral data

You may not use locally shared object (LSO) technologies (including but not limited to flash cookies, browser helper objects, or HTML5 localStorage) or device fingerprints for behavioral advertising, ad delivery, reporting, and/or multi-site advertising.

  •       Data collection: You may use a cookie, web beacon, or other tracking mechanism to collect anonymous traffic data for purposes of aggregated reach, frequency and/or conversion reporting, provided you use a certified third party vendor for this purpose. Collecting impression-level data via cookies or other mechanisms for purposes of subsequent re-targeting, interest category categorization, or syndication to other parties on Google Display Network inventory is prohibited. (This restriction does not apply to click- or conversion-level data.) You may not associate cookies, web beacons, or other tracking mechanisms with personally- identifiable information (PII) for any purpose or with precise user location for behavior targeting unless the user has knowingly and expressly opted in. (For purposes of this document, PII and precise user location does not include IP addresses.) You will not, and will not assist or knowingly permit any third party, to set a cookie, or alter or delete a cookie set, on any Google owned and operated domains, including, without limitation, on a DoubleClick domain. You must display a prominent privacy policy with an option for users to persistently opt out of any cookie, web beacon, or other tracking mechanism set by you for data collection.

 

  •       Fourth-party calls: All ads may only include tracking elements from certified third-party servers or research vendors. No fourth-party calls are permitted, except tracking elements associated with certified third-party servers or research vendors. All tags may only be associated with a single advertiser. Multiple advertisers cannot be represented through a single tag.

 

  •       Creative approval: All creatives and tags that call the third-party server or research vendor must be fully tested and pre-approved by Ad Operations at least 72 hours prior to the campaign start date.

 

  •       Creative modifications: Creative substitution or modification via the third-party vendor without prior approval isn’t allowed. All creatives must be pre-approved by Ad Operations. Any ads with dynamically changing content must be initially reviewed and pre-approved by  Ad Operations but may be exempt from additional reviews and approvals at our sole discretion.

 

  •       Delays due to revisions: Any ad element not meeting the specifications in this policy will be returned for revision, which may cause a campaign delay.

 

  •       Tag performance: Tags must display consistently. If a tag doesn’t conform to our performance or reliability standards, we reserve the right to pause or stop the campaign.

 

  •       Sending tags: All tags must be sent in an email text attachment, not in the body of an email.

 

  •       Reporting: Traffic or impression reports provided by Google DFP will be the reports of record between Google, publisher and the advertising partner. Any reports delivered to the advertising partner by the  publisher will not affect the rights or obligations of Google and the advertising partner.

 

  •       Data from context-aware macros: You may only use data from context- aware macros exclusively for the impression associated with that data. You may not use data from context-aware macros elsewhere or at any other time.

 

  •       Google Analytics auto-tagging: Google Analytic’s auto-tagging feature is not currently compatible with third-party served ads. If you rely on auto-tagging, we suggest using separate accounts for third-party served ads.  Please follow instructions to enable or disable auto-tagging.

 

Policies:

o   When creating ads, you may not use cross-domain scripting or set cookies in unapproved domains.

o   Ads must support Google’s click-tracking. Where supported, all click events must be passed to Google.

o   The http headers for Google’s click-tracking URL must be sent by the viewer’s browser. A client-side HTTP request, not a server-side request, must be sent to the Google click-tracking URL.

 

  1. Third Party Specifications:

Technical Requirements:

  • Dimensions: 300x250, expand to a 600x250 tile
  • Expanded file size: 100kb
  • File Types: Static .jpg, .png or .gif Images. Flash file (using 3rd party script)
  • Clicktag enabled :  Click TAG : on(release){ get URL(clickTAG,”_blank”); }
  • Can be click and impression tracked  using Google Macros %%CLICK_URL_UNESC%%
  • Must be received as a third party script
  • Background must be opaque
  • Must have a visible close button implemented (Close X)
  • Auto Close after 7 seconds
  • Expanded interstitial frequency capped at 3UB/day via the 3rd party server
  • Loading: On page load
  • Delivery: 3-5 working days Creative hosted on our end

 

  • Dimensions: 728x90 expand to 728x180 tile
  • Full page file size: 100KB
  • Background must be opaque
  • File Types: Static .jpg, .png or .gif Images. Flash file (using 3rd party script)
  • Can be click and impression tracked using  Google Macros %%CLICK_URL_UNESC%%
  • The interstitial full page creative will be frequency capped at 3UB/day
  • Loading: On page load
  • Delivery: 3 – 5 working days

 

  • Ad Formats: Billboards and Site Take Over (STO)
  • Full page file size: 100KB
  • Background must be opaque
  • File Types: Static .jpg, .png or .gif Images. Flash file (using 3rd party script)
  • Can be click and impression tracked using  Google Macros %%CLICK_URL_UNESC%%
  • The interstitial full page creative will have no frequency capped
  • Loading: On page load
  • Delivery: 3 – 5 working days

 

3rd Party Flash files hosting:

  • Controls :  Click tag enable
  • Auto play = False
  • Control = “Close X” top right
  • Font = 16 pt
  • Location = On Edge of Original (expanded unit)
  • Enable Mouse = Off Retraction
  • 1px border = grey #CCCCC
  • ClickTAG : on(release){ get URL(clickTAG,”_blank”); }