Brand Safety Blocking Tags

Integral Ad Science and Doubleverify are third party vendors that commonly work with DSP advertisers to provide value-added services to an advertiser’s creatives, such as brand safety or fraud protection. Recently these vendors have begun blocking requests to an advertiser’s creatives unless they are from an IP address or domain within the geolocation or domain whitelist set by the advertiser.

How Brand Safety Blocking Tags Affect DSP

Brand safety blocking tags cause problems for the DSP creative preview and audit services. Because the domain or IP address of the creative preview or audit service frequently falls outside of the advertiser’s domain or geographical parameters, the ad tag often does not provide a valid response, causing those services to fail.

As a result, DSP users who cannot preview their creatives lose confidence that their ads will successfully serve. To compound the situation, the DSP Creative Tester bans the creatives from serving if it cannot preview and test the creative. Creative Tester failures further delay campaign delivery and block revenue.

The IS_PREVIEW Macro Solution

The IS_PREVIEW macro was created by third party vendors Integral Ad Sciences and Doubleverify as a solution to the issues that brand safety blocking tags present. When you add the macro value to the ad tag, the creative returns a response and DSP successfully previews and audits the creative.

See the instructions below to learn how to add the IS_PREVIEW macro to your IAS and Doubleverify brand safety tags.

IAS Display Brand Safety Blocking Tags

Insert the following parameter and macro at the end of the “adsafeprotected” domain. Make sure that the creative preview works after you upload the creative in DSP.

adsafe_preview=${IS_PREVIEW}

Before

<ins class='dcmads' style='display:inline-block;width:300px;height:250px'
        data-dcm-placement='N5371.yahoo/B9559342.129792752'
                data-dcm-rendering-mode='iframe'
                data-dcm-https-only
                data-dcm-resettable-device-id=''>
<script
src='https://fw.adsafeprotected.com/rjss/www.googletagservices.com/54717/8334382/dcm/dcmads.js?'></script>
</ins>

After

<ins class='dcmads' style='display:inline-block;width:300px;height:250px'
        data-dcm-placement='N5371.yahoo/B9559342.129792752'
                data-dcm-rendering-mode='iframe'
                data-dcm-https-only
                data-dcm-resettable-device-id=''>
<script src='https://fw.adsafeprotected.com/rjss/www.googletagservices.com/54717/8334382/dcm/dcmads.js?adsafe_preview=${IS_PREVIEW}'>
</script>
</ins>

DoubleVerify Display Brand Safety Blocking Tags

Insert the following string into the tag following the example below. Make sure that the creative preview works after you upload the creative in DSP.

this.ispreview = "" + '${IS_PREVIEW}'; if(this.ispreview=='1'){ this.altsrc = this.tagsrc; }
<script language="javascript" type="text/javascript">
new function() {
this.rand = Math.floor((Math.random() + "") * 1000000000000);
this.dvparams = 'ctx=607671&cmp=20596164&plc=214344343&sid=3003833';
this.dvregion = '0';
this.tagsrc = '<ins class=\'dcmads\' style=\'display:inline-block;width:300px;height:250px\'\n          data-dcm-placement=\'N424004.8578YAHOOINC/B20596164.214344343\'\n    data-dcm-rendering-mode=\'scr'+'ipt\'\n    data-dcm-https-only\n           data-dcm-resettable-device-id=\'\'\n    data-dcm-app-id=\'\'\n    data-dcm-user-defined=\'__AP1_np_dv_[InsertCachebusterHere]PA__\'>\n          <scr'+'ipt src=\'https://www.googletagservices.com/dcm/dcmads.js\'></scr'+'ipt>\n</ins>';
this.altsrc = '\<a href=\"https://support.unicef.org/campaign/donate-now?msource=yahoo/\" target=\"_blank\"\>\n\<img    src=\"https://s.yimg.com/dh/ap/unicef_dv/Unicef300x250.jpeg\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" width=\"300\"      height=\"250\" scrolling=\"no\"\>\n\</img\>\n\</a\>\n';

this.ispreview = "" + '${IS_PREVIEW}'; if(this.ispreview=='1'){ this.altsrc = this.tagsrc; }
this.callbackName = '__dvredirect_callback_' + this.rand;
var thisRedirect = this;
window[this.callbackName] = function () { return thisRedirect; };

var src = 'https://rtbcdn.doubleverify.com/bsredirect5.js?callback=' + this.callbackName;
document.write('<scr' + 'ipt src="' + src + '" type="text/javascript"></scr' + 'ipt>');
}
</script>