IAS recognizes the challenges associated with launching digital advertising campaigns. Trafficking, in particular, can be tedious: for example, manually wrapping tags takes time and is subject to human error. To address this challenge, IAS and Google announced the availability of the first automated tag late last year.
IAS’s Automated Tag solution with Google seamlessly wraps campaign placements with both the ad server and IAS tags for Google Campaign Manager 360. Getting campaigns live now takes minutes versus hours or days!
Want to know how it works? Keep reading for Automated Tag benefits, and download our tagging guide for implementation information.
What does this mean for advertisers?
Automated Tag is a server-to-server integration between Google and IAS, allowing advertisers to activate IAS tracking directly from their Google Campaign Manager 360 account. Easily make changes as needed, without re-trafficking any placements.
With Automated Tag, data seamlessly flows back to Campaign Manager 360, where users can easily switch settings between monitoring and blocking or view IAS blocked impressions. Additionally, any clients with placements running through Display & Video360 benefit from wrapped placements syncing automatically.
In other words, Automated Tag significantly decreases time spent manually wrapping tags, which allows your teams to focus on campaign goals and performance.
What does this mean for publishers?
When advertisers implement Automated Tag, you’ll see reduced turnaround time in receiving tags that feature IAS 3rd party measurement protection. That means fewer delayed campaign launches.
Automated Tag also reduces instances of re-tagging or wrapping because it incorporates monitoring or blocking changes on the backend without needing to re-traffic. Don’t worry, publisher policies for ‘allow blocking vs monitoring’ are still respected. Additionally, 1×1 pixels are now clearly distinguished in tag files for implementation—increasing trafficking efficiency and streamlining the launch process. And, since advertisers can view blocked impression counts in Google’s Campaign Manager, Automated Tag delivers improved reporting reconciliation of blocked impression counts between Publisher and Google Campaign Manager 360 reporting.
In some cases, publishers may need to update their QA process, please download our tagging guide for more detail.
IAS Tagging Guide
The IAS Automated Tag solution increases efficiency, decreases manual work, and improves the campaign tagging experience for advertisers and publishers. To learn more about how to implement Automated Tag, download our tagging guide below.