Tags
A tag is the code snippet that ad servers and publishers use to serve a creative. Tags are generated from the Delivery tab in the Builder. Each tag is specific to one creative and reflects its current delivery settings.
Tag generation
The tag panel appears on the right side of the Delivery tab. It shows a read-only <script> tag that can be copied and deployed.
WARNING
The creative must be saved (published) before a tag can be generated. If it hasn't been saved yet, an overlay prompts you to save first.
What a tag contains
The generated tag is a self-contained <script> element with data attributes:
| Attribute | Description |
|---|---|
data-creative-id | Full creative ID (brandId-campaignId-groupId-creativeId) |
data-timestamp | ISO timestamp of when the tag was generated |
data-click-macro | Click tracking macro from the selected ad server |
data-domain | Domain/page URL macro from the ad server |
data-dsp | Ad server abbreviation |
data-gdpr | GDPR placeholder macro |
data-gdpr-consent | GDPR consent placeholder |
Additional attributes are included based on delivery settings (clickthrough URLs, custom triggers, etc.).
Copying the tag
Two copy options are available:
- Copy to Clipboard — copies the full
<script>tag - Copy URL to Clipboard — copies just the creative URL (with cache-busting parameter)
Ad server selection (click macros)
Select the ad server where the creative will be hosted. Each ad server uses its own click macro placeholders:
| Ad Server | Click Macro |
|---|---|
| None | MACRO_PLACEHOLDER |
| Adform | %%c1;cpdir= |
| Xandr | ${CLICK_URL} |
| Google Ad Manager | %%CLICK_URL_UNESC%% |
| Campaign Manager 360 | %c |
| Display & Video 360 | ${CLICK_URL} |
| MediaMath | [UNENCODED_CLICK_REDIRECT] |
| Amazon DSP | {%short_redirect} |
| The Trade Desk | %%TTD_CLK%% |
| Bidtheatre | {clickurl} |
| Smart Adserver | [sas_creativeClickUrl] |
| Azerion | {CLICK_URL} |
| Quantcast | ${CLICK} |
| Acuity/Illumin | [CLICK_URL] |
| Amobee | XXCLICK_FORM_URL[]XX |
| Verizon | ${CLICKURL} |
| LoopMe | %%CLICK_TRACK_URL%%&lmhref_unesc= |
| GroundTruth | %%CLICKURL%% |
| Criteo | |
| OptOut | {clickTag} |
| Platform161 | ${ClickURL} |
| Zemanta | {CLICK_URL} |
| Simpli.fi | |
| Adnuntius | [[adnClickUrlPlaceholder]] |
| StackAdapt | {SA_CLICK_URL} |
| Equativ | [sas_creativeClickUrl] |
| Kayzen | {HTML_CLICK_URL} |
| Basis | {clickMacroEnc} |
Each ad server also provides its own domain macro and cache-buster macro, which are included in the tag automatically.
Multi-format tags
For multi-format (master) creatives, the tag panel shows a multi-tag selector instead of a single tag. This provides:
| Action | Description |
|---|---|
| Copy Tags | Copies tags for all selected formats, each labeled with its dimensions (e.g. "300x250") |
| Copy Adaptive Tag | Generates a single tag that auto-selects the correct format based on the container dimensions |
| Download ZIP | Downloads all selected format tags as individual .txt files in a ZIP archive |
Video tags
When the creative contains a video block, additional tag formats are available:
VAST tags
Enabling VAST delivery generates a complete VAST 4.3 XML document instead of a script tag. The VAST tag includes:
- Linear media files (MP4 and HLS streaming)
- Tracking events (impression, start, first quartile, midpoint, third quartile, complete)
- Clickthrough and click tracking URLs
- Companion ad references (if enabled)
VPAID tags
Enabling VPAID delivery generates a VAST 3.0 wrapper that references a VPAID JavaScript player. Parameters (creative source, video URL, dimensions, duration, skip delay) are passed as JSON.
Impression tracking
Impression pixels configured in the Delivery tab are automatically appended to the generated tag:
- Pixel tags — raw HTML/JavaScript pixel code is placed after the main script tag
- Pixel URLs — converted to tracking image elements
Troubleshooting
"Publish your changes"
The tag overlay shows this message when the creative hasn't been saved yet. Save the creative to generate the tag.
Clickthrough URL missing
When an ad server is selected, a warning may appear if no clickthrough URL is configured. Ad servers often require a clear clickthrough to a landing page for their approval process. Configure a clickable background or header to resolve this.
Cloned creative
When accessing a cloned creative's tag, a warning may appear if the clone still shares assets with the source creative. Open the creative, update any trackers, and save it to generate a unique tag.
Custom trigger ID
The bubble trigger field accepts an element ID without the # prefix. For example, enter myBtn (not #myBtn).