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Using Third-Party Ad Tags

To request this feature, please reach out to your Account Executive

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What is a third-party ad tag?

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.


Which ad servers' third-party ad tags can I use via AdRoll?

The third-party ad servers below (with corresponding ad tag formats) are supported by the AdRoll uploader tool. When you upload tags of these types, the click macros will be dynamically inserted for you.

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

Let your Account Executive or our Delight 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


Ondersteunde advertentieformaten

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


What are the SSL requirements for third-party ad tags?

All ads must be SSL compliant (i.e. use “https” and not "http”).

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.

If we detect any non-secure URLs, an error message appears with the a list of the non-secure URLs, and the ad tag will not be able to be uploaded.

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


How do I upload ad tags?

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

  1. Navigate to the Ads tab, and click Create Third Party Ads in the right sidebar.

  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. Make sure you select the ad size that corresponds with the ad tag you are using, otherwise your ad may not render correctly.

  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 an excel sheet.

  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, and upload additional tags.

  6. Once you’ve input all your ad tags, click Submit.

When the upload is successful, the click macros will be dynamically inserted and your ads will appear in your Ads library!

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



How do I add third-party ads to my campaigns?

The same way you add regular display ads to your campaigns:

  1. First, upload your 3PAT using the instructions above.

  2. Click New Campaign in the right sidebar.

  3. On the Ads step, click Choose to select your 3PAT from your Ads library.

  4. Complete setup and Launch.

You can also add third-party ad tag ads to existing campaigns by clicking on the campaign name, then Edit Campaign in the right sidebar. Click here for step by step instructions on how to edit your campaign.


What if I use an ad tag vendor that does 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.


What if I get an error message when I upload my ad tags?

You will 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. See details below about what to do in either case.

Error message


Non-secure URLs are present

  • What's going on? 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.
  • To fix it: 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

  • What's going on? 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.
  • To fix it: 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 Executive or our Delight team and they can upload other third party ad tag types for you.

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