TAG WRAPPING EXERCISE

TAG WRAPPING

WHY IS IT SO IMPORTANT?

It is vitally important that accounts have brand safety and brand suitability solutions, as offered by Double Verify and IAS, and can be integrated with the client campaigns to ensure that ads are seen in safe and suitable environments, helping protect and grow the client brands.

Click here for an example

BRAND SAFETY VS. BRAND SUITABILITY

The key difference between brand safety and brand suitability is that brand safety is objective: it’s all about protecting your brand from harm. For example, if a display ad for your brand is shown on an unsafe site (where Bots cause fraudulent clicks for example), that’s considered to be a brand safety issue. If a display ad for a vegan brand shows on a site for hunting gear, that’s a brand suitability issue.

Brand suitability example. Those brands should be very careful with how their ads are serving, what type of news, and ensure brand suitability and brand safety solutions.

THAT'S WHY THE ADVERTISER AND CAMPAIGN MUST BE LINKED WITH THE THIRD PARTY PROVIDER (Double Verify, IAS) TO ENSURE THE CORRECT DELIVERY OF THE TAGS.

HOW DOES THE TAG-WRAPPING WORK?

When you send a wrapped tag to a publisher, the third-party provider determines if a potential impression meets your brand requirements and blocks or monitors the impression from serving if it doesn’t. But how can I wrap the tags in Campaign Manager? First thing's first:

Third-Party Measurement settings at placement level

Download wrapped tags

Linking a Third-Party Measurement provider to Campaign Manager 360

INTEGRATION-ADVERTISER

By linking a third-party measurement provider to Campaign Manager 360, you no longer have to wrap tags manually. Campaign Manager 360 automatically generates a placement tag with the code from your measurement provider.

For starters from our side, we must link the advertiser with the third-party provider...

AUTO-TAG WRAPPING

You can update placement-level settings for automated third-party verification.

DOWNLOAD TAGS

By linking a third-party measurement provider to Campaign Manager 360, you no longer have to wrap tags manually. Campaign Manager 360 automatically generates a placement tag with the code from your measurement provider.

For linking a measurement provider to your advertiser(which is the first step), where can we find the Advertisers menu? Click on the correct mouse cursor.

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Well done! We must click on the All Advertisers icon to view All the Advertisers and select the one we're going to link with DV.

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Once we have selected an Advertiser and it shows us the campaigns under that Advertiser, where can we find the Third-party measurement tab to link it to the provider?

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Nice! We must click on Properties to link an Advertiser with the provider, but in which tab?...

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Which tab/section is the correct one to link the Advertiser with the provider/partner?

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Great! In the Third-party measurement tab we can view all the information regarding the integration, in this example with DV.

When activating the integration with DV at the Advertiser level, you must check the tag wrapping box, select the partner, add the partner ID (the agency will provide it), and depending on what agency confirms check the Auto link Campaigns.

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This is what it looks like when the integration at the Advertiser level is done:

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INTEGRATION-CAMPAIGN

Once you’ve linked a measurement provider to your Campaign Manager 360 advertiser, you can enable third-party measurement for specific campaigns.

Once we are in the campaign, where can we review the integration with the third party provider? Click on the correct mouse cursor.

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Great job! We must click on Campaign Properties to check if the campaign is integrated with the 3rd party provider, but were?...

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If you scroll down in Properties, in which option can we see which 3rd party provider the campaign is linked to or where we can turn it on if it is not active?

Excellent! In the Third-party measurement tab we can view all the information regarding the integration, in this example with DV.

When activating the integration with DV you must check the enable box and the DV360 consent so that the saving option is enabled

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This is what it looks like once the integration is done.

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Take into consideration...

When you are going to link a CM campaign with IAS, there will be a field that requests an IAS Campaign ID, which the agency usually gives when sending the request you must make sure that it is correct since once the IAS Campaign ID is entered and If it has been saved after accepting the consent, it can no longer be edited and if there is an error in the integration, a new campaign would have to be created.

Click on the placement, so we can edit the settings for automated third-party verification (the steps to follow are equal when linked to DV or IAS).

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Correct! Navigate to the placement and scroll to the "Third-party measurement" section where it can be toggled on or off.

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For display placements, the third-party measurement partners have the following measurement modes:

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Blocking: Ads are blocked from serving based on your settings for the measurement vendor. Monitoring: Ads are only monitored for verification measurement. No ads are blocked in this mode.

For video placements, the third-party measurement partners have the following measurement modes:

Monitoring: Ads are only monitored for verification measurement. No ads are blocked in this mode.Monitoring and Blocking: Ads are monitored and blocked from serving based on your settings for the measurement partner. Monitoring and Filtering: Ads are filtered and monitored for verification measurement. No ads are blocked in this mode. Monitoring, Blocking and Filtering: Ads are monitored, filtered, and blocked from serving based on your settings for the measurement partner. The available measurement modes depends on the placement’s tag type: OMNI: Supports all measurement modes. Non-VPAID: Supports “Monitoring” and “Monitoring and Filtering” modes. VPAID Only: Supports all measurement modes.

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For display tracking placements (1x1), the third-party measurement partners have the following measurement mode:

Display Tracking

And just FYI, the agency will always indicate which measurement is necessary for the tags, so no worries

Click on the buttom where we can download the tags:

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Correct! When clicking on Tags and then Download Tags we'll be able to download the tags needed.

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Correct! When clicking on Tags and then Download Tags we'll be able to download the tags needed.

Before downloading tags, we must be sure about what checkboxes we must mark because it is different for every acccount, then we can filter by ID, then select and click on download, let's do it!

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We have already filtered by 8 Placement IDs that we need to download, so we have to select the placements to be able to download them:

You must know that in this case, as it is already filtered, we can select the box at the top, and even if the package and the site are selected, the tags will be downloaded correctly.

Perfect! Now we have selected the placements we need to download, let's continue...

Remember 11 are selected instead of only 8 because the packages and the site are included, and it is correct.

This is how your tag sheet will look, in this case for display placements:

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TAGS MUST BE TESTED. THE TAG-TESTING PROCESS CAN BE SHOWN IN OTHER EXERCISES, JUST KEEP THAT IN MIND!

CONGRATULATIONS! YOU FINISHED THE TAG-WRAPPING EXERCISE

RESOURCES

https://support.google.com/campaignmanager/answer/9858133?hl=en

https://integralads.com/solutions/brand-safety-suitability/

https://doubleverify.com/capabilities-brand-safety/

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