Purpose and Use-Case
Nativo accepts third party tags from all major distributors, however, they are not required to run a self-service campaign. All Nativo billing is based on 1st party Nativo metrics. As such, most self-service advertisers choose not to leverage third party tags due to the added cost they incur from the provider and the added complexity in campaign setup.
Tag Setup
All ad executions support use of a 1x1 impression pixel and corresponding click tracker. Ensure that you use the Image tag, not the Javascript or iframe tags frequently provided in tagging documents.
A 1x1 impression pixel tracks billable impressions of the In-Feed Unit, and can be used to track viewable/standard impressions, video views and video quartiles. A click tracker placed on the In-Feed Unit measures clicks to the Content Landing Page for Native Article or clicks to the brand destination URL for Native Display.
For Native Article, a 1x1 impression pixel and click tracker can also be placed on the Content Landing page to measure page views of the editorial content and CTA clicks from the Content Landing Page to the brand site. Note that Content Landing Page views will appear in third party reporting as “Impressions” under the corresponding placement name.
Unique click trackers can also be placed on in-article hyperlinks or companion assets to individually measure activity on specific click-out opportunities within the content. In the absence of unique click-trackers, Nativo reporting will show aggregate CTA clicks from the Content Landing Page, with the ability to break out companion asset clicks.
Tag Implementation
In order to place the 3rd party tags, select “Edit Budget Settings” next to the appropriate Budget, and navigate to the Tracking tab. Select Override Campaign Tracking Settings. Use the “Event” drop-down to select the desired tag placements:
Then, place the 3rd party tags in the corresponding fields that appear:
Click “Save” to finalize your work.
Troubleshooting
A few common errors can prevent tags from saving or firing properly. When encountering issues with third party tags, we recommend double-checking these items first:
Make sure that all tags are copied in their entirety into the platform.
Ensure that you use the Image tag, not the Javascript or iframe tags frequently provided in tagging documents.
Verify that the start date selected when setting up your tags is not in the future, as this will prevent the tag from working properly or saving.
Double check that all required tag modifications below have been implemented.
Required Tag Modifications
Third party tags require a few minor modifications to operate properly on the Nativo platform:
When placing a click-tracker on the In-Feed Unit "Click to Content" for Native Article, a question mark (?) must be added to the very end of the tag. This tells the platform to redirect to the Content Landing Page on the publisher site instead of clicking users out to the destination URL specified by the click tracker. If the question mark is not in place, the platform will not allow the tag to be saved.
For Google Campaign Manager tags, “ALT=Advertisement” needs to be removed from the impression pixel in order for the tag to track properly.