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Third party tracking

How third party trackers work and are setup in the platform

What are they?

Third party trackers can be used in cases to setup external impression, viewability or video tracking, etc., to ads that is served through Adnami. We support these options by allowing third party trackers to be setup on creative level in the platform. More details on each of the types can be found below.

All third party have to comply GDPR.

If you see the message "No GDPR information detected in link", please add necessary information to the url-string to avoid issues with click tracking.

Read more about it here: https://www.adnami.io/help/gdpr-information-detected-in-link-warning 

 

How to add third party tracking to your creatives in Adnami:

When adding third-party trackers to Adnami campaigns, where you place the tracker matters. For most tracker types, you can add them directly in Adnami without any issues. But for viewability script trackers on expandable formats, placement in the DSP or ad server is strongly recommended to avoid measurement discrepancies. Please read each section below to learn more about the recommended implementation method for each type of tracker.

Tracker types: where each one belongs

Tracker type

Add in DSP / ad server

Add directly in Adnami

Viewability script tracker (e.g. DoubleVerify, IAS, Moat)

✅ Recommended

⚠️ Not recommended for expandable formats

Impression tracker (IMG pixel)

✅ Fine either way

✅ Supported

Click tracker

✅ Fine either way

✅ Supported

 

How to add third party tracking click tracking?

  1. Add click tracking/click tag to the "Banner" tab when setting up your creative in Adnami. 
    1. Read more specifically on how to add click tracking in Adnami here: https://www.adnami.io/help/click-url-tracking-clicktag 

 

How to add third party impression tracking?

How to add impression tracking to Adnami banners:
  1. Navigate to the "Tracking" tab and click the button "Add tag"
  2. Paste your impression tracker as <img> tag into the tag text field box
  3. Make necessary amendments to the tag. 
    1. Read more specifically on Impression tracking here: https://www.adnami.io/help/a-guide-to-impression-tracking-and-cachebuster 
  4. Click "Add" to implement the tracker.

 

How does impression tracking works when implemented in Adnami?

  • if <img> tag is set as tag input

    • tries to get image function and sets it to <head> element of the creative

  • if impression tag is selected and URL is pasted

    • ads image creation with given tag url as src and sets it to <head> element of the creative

  • if impression tag is selected and html tag provided

    • ads the whole html tag to top of <body> element of the creative

 

How to add third party viewability tracking?

Short answer: Add all script trackers, such as viewability from IAS & Double Verify into the DSP or AdServer.

The long answer: Adnami's expandable formats render content beyond the initial ad slot. When a viewability script is loaded inside Adnami, we've observed cases where the third party tracker vendor only measure the container the ad was served into — for example, just the top banner portion of a skin — rather than the full creative. This is a limitation on the thrid party tracker itself.

Therefore, we recommend adding the tracker at the DSP or AdServer level. This will cause the tag to load alongside the entire Adnami creative, giving a more accurate viewability measurement.

This has been confirmed through internal testing and is most relevant for the following formats:

  • Skin (Seamless & Fluid)
  • Mobile skin
  • Mobile midscroll anchor
  • Topscroll expand

 

Note: For non-expandable formats such as standard midscroll or topscroll, viewability trackers added directly in Adnami typically work fine. DSP-level placement is still preferred, but the risk of discrepancy is lower.

Recommended workflow for adding viewability script trackers in the DSP/AdServer

  1. Build and export your Adnami tag as usual.
  2. In your DSP or ad server, paste the Adnami tag.
  3. Add the third-party viewability script tracker alongside the Adnami tag at the same level in the DSP or ad server — not inside the Adnami creative.
  4. Impression pixels and click trackers can be added either in the DSP or directly inside Adnami — both work correctly.

If DSP or Adserver -level placement isn't possible

If adding the tracker in the DSP or ad server, you can add them in Adnami. But please note that there are limitations in what external third party trackers can measure when injected in High Impact formats. For the expandable formats listed above, discrepancies between Adnami reporting and the third-party reporting. 

Legacy way of adding Moat, IAS and Other Viewability

  • If canvas format

    • extracts src value from tag, and type as either "script" or "iframe" based on tag it was in
    • structures values into type:src pairs
    • pushes these values into window.__adnamiAdsAPI.v1.ThirdPartyTrackers as formatted string
    • once all trackers are collected into a string format it prepends __adnamiAdsAPI initialisation string
    • final string is wrapped in <script> tag and prepended to <head> element of the creative

  • If banner contains <iframe

    • then it sets custom styling with opacity zero and absolute position to top left, with full width and height which makes the element invisible
    • then sets this value to <body> element of the creative

  • or else

    • sets the tag value to <body> element of the creative

 

Video tracking BETA

For Video tracking, the expected input is URL for each of the types.

Those URLS will be pinged using Image src tracking hack from within the creative when appropriate.

Only one of each video tag is allowed per creative! If there are duplicates frontend will disable saving, and backend will throw error.

Includes types:

  • Video Impression -> not to be confused with regular impression, this one indicates that the following video events are relating to that session
  • Video Start
  • Video First Quartile
  • Video Midpoint
  • Video Third Quartile
  • Video Complete

Processing:

  • video type is selected and the url
    • collects all the trackers with type corresponding to the selected type (VideoImpression -> videoimpression)
    • structures data to type:src
    • last three steps are the same as in "Moat, IAS and Other Viewability"
    • SPECIAL: if Canvas
      • for every banner within the canvas, set <head> tag to also have video tracking script