6a - RTB+ standalone passbacks (new mode)

In RTB+ standalone mode, setting up passbacks makes sure that impressions are not lost in case they cannot be monetized through RTB+. To facilitate the passback setup, Smart AdServer provides a new tag type: the standalone tag. This new tag type also improves domain detection.

This setup is useful to improve your monetization, by redirecting unsold RTB+ impressions to other platforms or partners defined by the publisher.
The ad tag defined as passback will be called in case the given impression cannot be monetized by Smart AdServer.

Please note that this client-side passback setup is only supported by Web and Mobile web platforms.
If you want to setup passbacks for Mobile In-App inventory, please refer to this article.

About the setup

The passback setup consists of the following steps:

  • in your primary ad server (e. g. DFP), you need to set up line items which represent Smart AdServer as an SSP; create a separate line item for each format (size)
  • to copy the standalone tag, search for the page and click on it , expand Tags , select the Standalone format and copy the selected standalone ad tag
  • paste the standalone tag(s) as "creatives" (third party tags) in your line items

Please refer our Tagging guide and the Exporting ad tags article for additional information on how to generate and copy your ad tags.

Example 1 - Passback to JavaScript URL

Example of a standalone tag with passback to JavaScript URL:

<script src="//ced.sascdn.com/tag/620/smart.js" async></script>
<div id="sas_53135"></div>
<script>
    var sas = sas || {};
    sas.cmd = sas.cmd || [];
    sas.cmd.push(
        function () {
            sas.call(
                { siteId: 149676, pageId: 778182, formatId: 53135, tagId: "sas_53135" },
                { networkId: 620, domain: "//www5.smartadserver.com",
                    onNoad: function() {
                        var s = document.createElement("script");
                        s.src = "https://Your.PassBackUrl.com&tag=myAdTag";
                        document.getElementById("sas_53135").appendChild(s);
                    }
                }
            );
        }
    );
</script>

Notes

  • the onNoad: function() is called when Smart AdServer is unable to monetize the impression through RTB+
  • the called JavaScript URL is https://Your.PassBackUrl.com&tag=myAdTag. You must replace this URL by your passback URL. Read warning below!

If the passback URL is in your primary ad server (where you have created the line items), you must make sure that the line items are never called by the passback URL. Otherwise, you cause an "infinite loop" (the line item calls itself repeatedly).

Typically, you can avoid this risk with a keyword inserted in the passback URL. Then, define a negative (excluding) keyword targeting in each line item. As a result, your ad server cannot select the line item again (due to its negative keyword targeting).

Example 2 - Passback to HTML fragment

Example of a standalone tag with passback to HTML fragment:

<script src="//ced.sascdn.com/tag/620/smart.js" async></script>
<div id="sas_53135"></div>
<script>
    var sas = sas || {};
    sas.cmd = sas.cmd || [];
    sas.cmd.push(
        function () {
            sas.call(
                { siteId: 149676, pageId: 778182, formatId: 53135, tagId: "sas_53135" },
                { networkId: 620, domain: "//www5.smartadserver.com",
                    onNoad: function() {
                        sas.appendHtml("sas_53135", '<script src="https://Your.PassBackUrl.com&tag=myAdTag" async></script>');
                    }
 }
            );
        }
    );
</script>

Notes

  • the onNoad: function() is called when Smart AdServer is unable to monetize the impression through RTB+
  • the called HTML fragment URL is https://Your.PassBackUrl.com&tag=myAdTag. You must replace this URL by your passback URL. Read warning below!

If the passback URL is in your primary ad server (where you have created the line items), you must make sure that the line items are never called by the passback URL. Otherwise, you cause an "infinite loop" (the line item calls itself repeatedly).

Typically, you can avoid this risk with a keyword inserted in the passback URL. Then, define a negative (excluding) keyword targeting in each line item. As a result, your ad server cannot select the line item again (due to its negative keyword targeting).

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