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Third-Party Ad Tags

A third-party ad tag is a snippet of code that allows you to manage and serve ads passed in from an ad server instead of uploading ads directly to AdRoll. To request this feature, please reach out to your Account Manager.

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Supported vendors and ad sizes

AdRoll supports the following third-party ad servers below (with corresponding ad tag formats). When you upload tags of these types, the click macros will be dynamically inserted for you.

Note: Your third-party ad tags shouldn’t link to flash files.

Don't see the ad server or tag format you use in the list below?

Let your Account Manager or our Customer Support team know and we can work to upload your tags for you.


Supported vendors and tag types

  • Javascript:  
    • Adition
    • AdForm
    • AdTech
    • Bannerflow
    • EyeReturn
    • Facilitate Digital
    • Flashtalking
    • Mediamind/Sizmek
    • SiteScout
    • Speedshift
    • Spongecell
  • iframe:
    • Netmining
    • OpenX
    • Zedo
  • iframe OR Javascript:
    • Atlas
    • Doubleclick
    • MediaPlex
    • PointRoll


Supported ad sizes

  • 728×90
  • 300×250
  • 160×600
  • 300x600
  • 468×60
  • 120×600
  • 336×280
  • 250×250
  • 320x50
  • 970x250


SSL requirements

All ads must be SSL-compliant.

What is SSL? A Secure Connection Protocol – SSL stands for Secure Socket Layer. It's a protocol for establishing a secure connection between two parties to encrypt all communications, which increases security. 

Not only must the URLs contained in third-party ad tag code snippets be SSL-compliant, but all additional URLs called via redirects must also use https as well.

AdRoll's third-party ad tag uploader checks to see if all the URLs included in and called by third-party ad tags are secure.


Upload ad tags

Once your Account Manager has granted you access to upload your third-party ad tags, follow these steps:

  1. Navigate to Ads > Create Third Party Ads

  2. Enter a name for the ad you are creating (that you'll be able to identify it by later when adding it to campaigns).

  3. Select the ad size of the ad tag you're uploading.

  4. Copy and paste the entire ad tag code into the field labeled Third-party ad tag code.

    Note: It’s important to copy the actual text, not the cell, if the text is in a spreadsheet.

  5. If you have multiple ad tags to upload, select Add An Additional Tag and a new box will appear for you to repeat the process above.

  6. Submit.


Related: What if I get an error message when uploading my tags? 


Ad tag vendors that use ad swapping

Supported vendors Integral Ad Science and DoubleVerify both use ad swapping, which require declaring alternative “fall-back” ad images and a “fall-back” URL.

The AdRoll third-party ad tag uploader detects if these vendors are being used, and if so, automatically passes the required information on the backend, so no additional work is necessary on your part when uploading tags from these vendors.



You'll get an error message when uploading your ad tags if the URLs they call are not secure (SSL), or if the ad tags are not recognized as being from one of AdRoll's supported ad-serving vendors listed above.

Non-secure URLs are present

  • If you see this error message, it means that one or more of the URLs called by the third party ad tag is using http: rather than https. The non-secure URLs that are called will be listed out in the error message.
  • The fix: When you get the ad tag code from your provider, make sure you select the “Secure” or “SSL” version if they offer one. If you have already done this, please show the non-secure URL(s) listed in the error message to your ad tag provider and ask them to update the tag to make sure all URLs called are secure and use SSL.

Unsupported Tag Type

  • If you see this error message, it means that the ad tag uploaded was not recognized as being from one of the AdRoll-supported vendors (see the list above), or that its format was not recognized by the uploading tool.
  • The fix: See the list above for the supported ad tag servers and formats, and use one of these. Or, if you would like to use an ad server that is not on the list, please reach out to your Account Manager or our Customer Support team and they can upload other third party ad tag types for you.

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