Journey Of Online Media

Journey of Online Media is the platform to know more about online media, online ad operations, email marketing, social media marketing, search engine marketing and more about Ad server and all…

Journey Of Online Media

Journey of Online Media is the platform to know more about online media, online ad operations, email marketing, social media marketing, search engine marketing and more about Ad server and all…

Journey Of Online Media

Journey of Online Media is the platform to know more about online media, online ad operations, email marketing, social media marketing, search engine marketing and more about Ad server and all…

Journey Of Online Media

Journey of Online Media is the platform to know more about online media, online ad operations, email marketing, social media marketing, search engine marketing and more about Ad server and all…

Journey Of Online Media

Journey of Online Media is the platform to know more about online media, online ad operations, email marketing, social media marketing, search engine marketing and more about Ad server and all…

Tuesday 9 October 2012

How to investigate discrepancies – DoubleClick

The best practice is to always traffic DFA tags using the "DoubleClick tag" creative type. If you have trafficked, your DFA tags as a DoubleClick tag creative type and are experiencing a discrepancy of greater than 2%.

Normally, DFP records an impression as soon as the ad server determines which creative to send. When the DoubleClick tag creative type is chosen, however, DFP does not record the impression until the line item has been sent and an impression has been recorded by DFA. As a result, this process reduces discrepancies between DFP and DFA, typically to within 2%. The DoubleClick tag creative type will also eliminate the need to add click tracking macros.

If a DoubleClick tag is booked as a custom or third-party creative, this enhanced functionality is lost; DFP will treat the DoubleClick tag as a third-party tag. It will not report clicks without the DFP click macro, and you will see a larger discrepancy in delivery numbers (as you would with any third-party ad server). If you have trafficked DoubleClick tag as a custom or third-party creative type and are experiencing a reporting discrepancy between DFP and DoubleClick for Advertisers (DFA), please see the “Third-party discrepancies” article. Otherwise, explore the following possibilities.

Discrepancies may result from:

Invalid activity filtering: DFP and DFA differ slightly in filtration methodologies, which can result in discrepancies in instances when frequent invalid activities occur.

Things to check:

  • Has the correct DoubleClick tag been trafficked? Like DFP, DFA has many tag types, including one that is specifically intended for use in DFP.
  • Are you comparing the correct objects between DFA and DFP? Which DFA ads are included in the placement for the tag you’ve trafficked in DFP?
  • Have you or the advertiser made any changes during the time in question (e.g., reassigning or modifying creatives)?
  • Are you looking at daily data or aggregated results? Break out the data by day and line item.
  • Does the advertiser code load properly? Perform live tests on web pages where the line item should deliver to verify that the correct ad tag calls are being made.
Source: Google Support

How to investigate discrepancies – Analytics

Analytics packages (such as Google Analytics) measure different metrics than ad servers, so their reports will not reconcile with DFP.

Page views vs. impressions

Analytics tracking is based on page views. In contrast, DFP ad server concepts are, by design, not page-specific:
  • An ad tag can be placed on multiple pages.
  • An ad unit can be associated with many pages.
  • A line item can be targeted to multiple ad units.
  • A line item can serve to a single page multiple times.

Code execution

DFP counts impressions delivered to ad tags; analytics packages count the execution of analytics tracking code. Since these snippets of code are located in different parts of your page code, both scripts might not load or execute on every page view.

For instance, some analytics packages recommend placing tracking code at the bottom of your HTML. If a user exits a page before the tracking code is executed, the analytics package will not count a page view, but DFP will still count an impression.
Since there is no interaction between ad tag code and analytics tracking code, analytics packages cannot account for unfilled impressions, which can be caused by any number of variables:
  • A lack of inventory
  • Firewalls and misconfigured security software
  • Ad blockers
  • Intermittent network connections
  • General latency

Iframes

Some publishers serve DFP tags in iframes. Browsers that don't support the <iframe> tag will not report an impression, but an analytics package will count a page view. Ad tags within an iframe can result in an extra round trip between the browser and server. This additional latency can cause some users to leave the page before the browser has enough time to make the calls to both the analytics package and DFP. If the analytics tracking code is present within both an iframe as well as the parent frame, the analytics software will register an inflated number of page views.

Cookies

Analytics packages typically require cookies to track page views. Some packages only record visitor traffic associated with a visitor cookie. If this cookie information is not available for a hit, or if a user has disabled cookies, then that hit may be disregarded.

Referrers

Comparing referrer URLs to DFP clicks is not advised. Referrers in analytics are not an accurate measure of clicks or landings for the following reasons:
  • Referrers can be disabled by users.
  • Internet security applications can block referrer data.
  • Firewalls and proxy servers can filter referrers.
  • Users can spoof referrers to prevent servers from knowing where they've been.
  • Depending on the line creative type (rich media, standard image, etc.) and the ad tag (iframe, JavaScript, standard HTML, etc.) on the page, the referrer can be either “DoubleClick” or your domain.
  • Internet Explorer does not send referrer data when switching from either (a) HTTP to HTTPS, or (b) any non-HTTP/HTTPS protocol (e.g., file://) to HTTP/HTTPS.

Source: Google Support

How to investigate discrepancies – Third Party

Reporting discrepancies are common and expected when multiple systems are used to measure line item delivery. If you want to investigate a reporting discrepancy, use the resources below for assistance. It's best to investigate discrepancies while a line item is still running, since there are fewer troubleshooting steps available after a campaign has ended.

Third-party discrepancies

When an ad server delivers line items that are hosted by a third party, reporting discrepancies between the two systems will occur, and it is common to see campaign variances of up to 20%. Check the lists in "More about third-party discrepancies," below, to learn why discrepancies may occur and what you can do to prevent them.

Discrepancies may result from:

Latency: Lag between an initial line item request and the appearance of the creative can lead to differences in counts. For instance, a user will often navigate away after the browser receives the DFP line item request but before the third party responds with the requested line item, or a user may click on a link but navigate elsewhere before the landing page has loaded.

Network connection and server reliability: A third-party ad server may fail briefly or encounter an issue that prevents it from logging an impression.

Ad blockers: Ad blocking software can prevent the line item from being delivered by the third party after DFP has already counted an impression.

Low impression goals: A small numerical discrepancy can cause a high percentage discrepancy if the line item delivered few total impressions. For example, if you have a campaign delivering 100 impressions per day, a single-day discrepancy of 30 impressions will lead to a single-day discrepancy of 30% even though the actual number of missed impressions is low.

Tracking methodologies: DFP counts line items requests, but a third party may record an impression at a different time (e.g., when a tracking pixel is rendered).

Filtering: Ad servers have different methods for filtering impressions from spammers, bots, spiders, back-to-back clicks, link analyzers, and other automated or non-representative web traffic.

Things to check:

1. Are macros implemented properly?

2. If DFP recognizes the third-party ad server you are using, let it automatically insert the macros. If you are unsure of where to place macros, talk to your creative developer, advertiser, or third party for guidance.

3. %%CACHEBUSTER%% -- Make sure there's a random number properly inserted in each call.

4. %%CLICK_URL_ESC_ESC%% or %%CLICK_URL_UNESC%% -- Verify that the click macro is included in the correct portion of the click-through URL in your code.

5. %%VIEW_URL_ESC%% or %%VIEW_URL_UNESC%% -- For interstitial creatives, ensure that this macro is included in your creative's code.

6. As a best practice, we recommend using an unescaped (...UNESC) click macro when the creative hosted by another server is a standard image file such as a GIF or JPEG. You should use the double-escaped (...ESC_ESC) click macro for Flash creatives and certain third parties.

7. If you are using Google Publisher Tags (GPT), have you defined more ad tags in the webpage header than you display in the body section of your webpage? Ad tags that are defined in the header but not displayed in the body will be counted as impressions whenever the tag is loaded, but they won't make calls to third-party servers. That will lead to discrepancies. Make sure that all ad tags defined in the header are also displayed in the body of the webpage.

8. Are you comparing the same date range across the third party and publisher?
Do both DFP and the third party use the same time zone? Ad servers that report based on different time zones will return different results.

9. Are you comparing the same line items/ads?

10. Do you use the same third-party tags in any other line items in your network?

11. Did you confirm with the third party that the same tags have not been provided to any other publishers?

12. How large is the creative asset? Large creatives can have long load times and can cause differences in impression count timing.

13. Does the DFP report include unfilled impressions? Unfilled impressions will inflate DFP’s numbers by including instances where the third-party ad server was not called. 

14. Is the line item using geographic targeting on the third-party ad server? Different ad servers map IP address location data differently, leading to significant discrepancies.
Is the line item day- or time-parted on the third-party ad server? Day- or time-parting on the third-party ad server can lead to DFP counting impressions in situations where the third party does not return a line item.

15. Does the creative require calls to multiple third-party ad servers (also known as "daisy-chaining")? Each third-party ad server can lead to campaign variances of up to 20%. If one third-party server points to yet another third-party server, the expected discrepancy increases. (With 80% accuracy between each server, this results in a normal discrepancy of up to 36%, as shown in the following calculation: 1 - (1 - 0.2) × (1 - 0.2) = 0.36).

16. Does the third-party ad server use frequency capping? A third-party frequency cap will prevent an ad request from being filled despite the fact that DFP has counted an impression.

Source: Google support

Monday 8 October 2012


What is a macro and why is it so important when trafficking third party creatives?

A macro is a short command or shorthand for an instruction to the DoubleClick ad server. Macros usually follow the format of %%MACRO_NAME%% (examples: %%CACHEBUSTER%% %%CLICK_URL_UNESC%%). The DoubleClick ad server executes macros when the ad is served or clicked. Macros are most commonly used when a publisher traffics third-party creative code, but macros can also be used in custom creatives.

Every third party has a different ad tag format and the macros are inserted in different spots in the tag depending on the third party. Every time you work with a new third party, you should get documentation from them on where the macros go in their ad tags when trafficked in DoubleClick for Publishers (DFP).

The two most common macros are click tracking macros and cache-busting macros. The click tracking macro ensures that DFP is counting clicks when a user clicks on the creative. The cache-busting macro ensures that a fresh call is made to the ad server every time the code is executed, so you’re accurately counting impressions. It’s very important to make sure that you always insert the macros properly; the third party should provide you with guidance and support.

Click-tracking macro

A click-tracking macro ensures that DFP is counting clicks when a user clicks on a creative that is hosted by an ad server other than DFP. There are two types of click-tracking macros:
  • Unescaped click macro: %%CLICK_URL_UNESC%%
  • Double-escaped click macro: %%CLICK_URL_ESC_ESC%%

%c will still work for creatives trafficked in DART, but we strongly recommend using the new syntax for all new creatives trafficked in the DFP upgrade.

As a best practice, we recommend using an unescaped click macro when the creative hosted by another server is a standard image file (GIF/JPG). You should use the double-escaped click macro for Flash (SWF) creatives and for certain third parties. You can preview the ad and right-click it to determine its file type. If you see a “Save Image As...” or “Save Picture As...” option appear in the right-click menu, the creative is a standard image. If you see an “About Adobe Flash Player...” option, the creative is a Flash creative.

A small number of third parties use double escaping (%%CLICK_URL_ESC_ESC%%). For certified third parties, we’ll auto-insert this double-escaped click macro; however, if you’re unsure whether you need a single- or double-escaped macro, you should reach out to the third party for confirmation.

Warning: If you don't put a click-tracking macro in the correct place in your third-party code, you will most likely not track clicks on the creative. Talk to your third-party creative provider to learn where to put the click macro.

Cache-busting macro

The cache-busting macro ensures that a fresh call is made to the ad server every time the code is executed, so you’re accurately counting impressions. Here is what the cache-busting macro looks like:

Cache-buster macro: %%CACHEBUSTER%%

If you don't add the cache-busting macro to the creative code, you’re more likely to see impression counting discrepancies between DoubleClick for Publishers and the third party ad server.

Source: Google Support

DoubleClick Macros – An Overview… Part 2

Continued from Part 1

File server macro

The file server macro is an ad server macro most commonly used as a shortcut to designate a creative file's path on DoubleClick's global creative and media servers. Here's what it looks like:%%FILE:file_display_name%% where file_display_name is the display name we can give to the creative file in DFP.

In general, the file server macro will be replaced with the machine name for a physical ad server when an ad serves. This is particularly beneficial for line items that are served to multiple countries.

Notes:
  • %h will still work for creatives trafficked in DART, but we strongly recommend using the new syntax for all new creatives trafficked in the DFP upgrade.
  • The syntax for a creative file's path using %h is: %h/advertiser_ID/filename.ext. For example, for advertiser 12345678 and creative file dclk1.gif, the syntax would be:%h/12345678/dclk1.gif
  • DART macros are case-sensitive. That is, %H is not a valid macro.

Geo ad server macro

The geo ad server macro, %g, can be used in the click-through URL, the redirect URL, and the custom code of a creative. This macro is used to track geographic information - country code, state or province, telephone area code, postal code, bandwidth, and DMA (Designated Marketing Areas) - using your proprietary systems, after a website visitor clicks an ad served by DoubleClick for Publishers. This macro can be implemented regardless of whether a line item has been geographically targeted.

When %g expands into a string, it displays the geographical information of the user to whom the ad was served - assuming that the user's IP address can be looked up - as shown here:

ct=US&st=CA&city=13358&dma=197&zp=94105&bw=0

Where:
  • ct is the key that returns a value for a country code
  • st is the key that returns a value for a U.S. state, territory, or Canadian province
  • city is the key that returns a value for a city
  • dma is the key that returns a value for designated market areas
  • zp is the key that returns a value for a postal code
  • bw is the key that returns a value for bandwidth
Note:
  • Macros are case-sensitive. That is, %G is not a valid macro.
  • The expanded form of the geo ad server macro is not wrapped in quotes (single, or double). The macro can cause syntax errors with surrounding Javascript code if it's wrapped in quotes.

Height and width macros

The %%HEIGHT%% and %%WIDTH%% macros insert the creative height and width into the custom code of a creative during the ad serving process, based on the size of the ad slot where the creative is being served.

These macros can be especially useful if we are creating a creative template that you want to reuse with creatives of different sizes. Instead of hard-coding the size for each creative, you can let the height and width macros insert the values into each creative dynamically.

We can also use these macros in the custom code for creatives where we have overridden the creative size (which you can do on the "Settings" tab of a creative). When we override the size, we can enter multiple creative sizes. The creative can then be served to ad units of any of those sizes. We can use the height and width macros to add the dimensions dynamically to the creative code when the creative is served.

Host name macro

The host name ad server macro, %a, can be used in the redirect URL and custom code of a creative. This macro expands into http://pubads.g.doubleclick.net.
Note: DART macros are case-sensitive. That is, %A is not a valid macro.

Interstitial impression macro

The interstitial impression macro enables the DFP ad server to record when an interstitial impression is served from a creative that wasn’t built using one of the built-in creative templates for pop-ups, pop-unders and floating Flash overlays.
Use %%VIEW_URL_UNESC%% for image creatives (JPG, GIF) and %%VIEW_URL_ESC%% for Flash creatives (SWF).

Here's an example of the proper implementation:

<img src=%%VIEW_URL_UNESC%%http://www.acme.com/img/logo.gif>

Notes: %i will still work for creatives trafficked in DART, but we strongly recommend using the new syntax for all new creatives trafficked in the DFP upgrade.

Pattern match macro

We can pass a custom variable into a creative using our creative targeting macro:  %%PATTERN:key%%

Use this macro to pass targeting values into a creative. This can be helpful if we want to serve different creatives based on information we know about a user. For example, maybe we have two creatives for a given line item: one that was designed to appeal to female users and one that was designed to appeal to male users.
  1. We are passing the user's gender into an ad tag on your page via custom criteria like this:
GPT tag:
googletag.defineSlot("/1234/adunit1/adunit2", [728, 90],
"div-gpt-ad-123456789-0")
.addService(googletag.pubads())
.setTargeting("gender", "male");
DART tag:
http://ad.doubleclick.net/ad/sitename/pagename;gender=male;ord=12323
  1. In the custom or third-party creative, dynamically pass the criteria using the following macro:<some creative script here>...&gender=%%PATTERN:gender%%
  2. The entire macro of %%PATTERN:gender%% will be replaced with "male".
  3. DFP will call and serve the “male” creative file to this user.

Notes:

  • %p will still work for creatives trafficked in DART, but we strongly recommend using the new syntax for all new creatives trafficked in the DFP upgrade.
  • %p is not supported with GPT tags. If you use GPT, you must use %%PATTERN:key%%.
  • DART macros are case-sensitive. That is, %P is not a valid macro.

Site name macro

The site name ad server macro, %s, can be used in the click-through URL, the redirect URL, the custom code of a creative, and click commands. This macro is commonly used to track the name of the site (included in the ad tags) where visitors clicked on an ad served by DART in a proprietary system. This macro expands into the originating site's name as defined in DART, not into the DNS name of the site.

Target window macro

The target window macro instructs the user's browser to open the creative's landing page in either the user’s existing window or a new window when the user clicks on the creative.

For example, the DFPNews.com ad unit has the target window set to _top and the DFPFashion.com ad unit has it set to _new. If the %%TARGET_WINDOW%% macro is included in the creative's code or script, it will open a new window when a user of DFPFashion.com clicks on it and an existing window if a user of DFPNews.com clicks on it.

Typically, here’s where you’d see %%TARGET_WINDOW%% placed in the creative code:

<a href="%%CLICK_URL_UNESC%%%%DEST_URL%%" target="%%TARGET_WINDOW%%"><img src="my ad"></a>

Notes:  %t will still work for creatives trafficked in DART, but we strongly recommend using the new syntax for all new creatives trafficked in the DFP upgrade.

Source: Google Support

Sunday 7 October 2012

DoubleClick Macros – An Overview… Part 1

A macro is a short piece of code that serves as a shortcut for a message to the ad server. Macros will expand into a longer code string that the ad server can understand when they’re included in creative code or click through URLs. Ad server macros are useful for passing important information to your proprietary systems or third-party ad servers.

If the creative code is recognized as being from a certified vendor, then it will automatically insert the proper macros. If DFP don't recognize the third-party creative code, then we need to insert the macros manually. We can manually insert the macro at the cursor's position in the 'Code snippet' field by clicking one of the insert macro buttons. Work with respective third-party to determine where to insert the macro.

For clients upgrading from DART for Publishers: Creatives that we trafficked in DART with DART macros will continue to serve as expected after we upgrade. However, it is strongly recommend that we use the new syntax, where available. This list represents all of the macros it supports in DoubleClick for Publishers for Creatives which traffic after upgrading.

Cache-busting (random number) macro

The cache-busting macro ensures that a fresh call is made to the ad server every time the code is executed, so we’re accurately counting impressions. Here is what the cache-busting macro looks like:

%%CACHEBUSTER%%

If we don't add the cache-busting macro to the creative code, we’re more likely to see impression counting discrepancies between DoubleClick for Publishers and a third-party ad server. Note that not all third parties require the cachebuster macro.
Most creative vendors will offer a placeholder in their tag to insert cachebuster macros. 

For example, if your third-party creative code contains something like this:

http://abc.3rd-party-serving.com/Targeting/adServer.php?ab=cd&e=12fg=click&ord=[RANDOM_NUMBER]

We will want to select [RANDOM_NUMBER] and click the Insert cachebuster macro button so that it replaces the placeholder:

http://abc.3rd-party-serving.com/Targeting/adServer.php?ab=cd&e=12fg=click&ord=%%CACHEBUSTER%%

Notes:
  • %n will still work for creatives trafficked in DART, but we strongly recommend using the new syntax for all new creatives trafficked in the DFP upgrade.
  • DART macros are case-sensitive. That is, %N is not a valid macro.

Click macro

A click macro allows us to track clicks on our third-party creatives. There are two types of click-tracking macros:
  • Un-escaped click macro: %%CLICK_URL_UNESC%%
  • Double-escaped click macro: %%CLICK_URL_ESC_ESC%%
As a best practice, we recommend using an un-escaped click macro when the creative hosted by another server is a standard image file (GIF/JPG). We should use the double-escaped click macro for Flash (SWF) creatives and for certain third parties. We can preview the ad and right-click it to determine its file type. If we see a “Save Image As...” or “Save Picture As...” option appear in the right-click menu, the creative is a standard image. If we see an “About Adobe Flash Player...” option, the creative is a Flash creative.

Notes:
  • A small number of third parties use double escaping (%%CLICK_URL_ESC_ESC%%). For certified third parties, we’ll auto-insert this double-escaped click macro; however, if you’re unsure if you need a double-escaped macro, you should reach out to the third party for confirmation.
  • %c will still work for creatives trafficked in DART, but we strongly recommend using the new syntax for all new creatives trafficked in the DFP upgrade.
  • Warning: If you don't put a click-tracking macro in the correct place in your third-party code, you will most likely not track clicks on the creative. Talk to your third-party creative provider to learn where to put the click macro.

Tips:
Do not enter the click macro as the source of an image or iframe. Doing so results in a click being recorded every time the image or iframe renders, which is not legitimate and is filtered out as an invalid click.

Click-through URL macro

This macro can be helpful if we are traffic a custom creative and we want the click-through URL that you set in the creative trafficking screen to override the click-through URL built into the custom creative code.

There are three URL macros you can use:
  • %%DEST_URL%%
  • %%DEST_URL_ESC%%
  • %%DEST_URL_ESC_ESC%%
Normally the amount of escaping (whether we include ESC once, twice, or not at all) depends on the third-party click-tracking company. Some third-party click-tracking companies require the URL to be escaped, while others do not.

The level of escaping required by a third-party click-tracking company is normally specified in the tag with the click= string in the third-party ad tag or custom creative code in DFP:
  • click= escape it once (%%DEST_URL_ESC%%)
  • click1= escape it once (%%DEST_URL_ESC%%)
  • click0= don't escape it (%%DEST_URL%%)
  • click2= escape it twice (%%DEST_URL_ESC_ESC%%).
Notes:
%u will still work for creatives trafficked in DART, but strongly recommend using the new syntax for all new creatives trafficked in the DFP upgrade.

Expand macro

This macro is most commonly used to track line items with your backend reporting system. %e is used in combination with match tables, which provide a relationship between the ID number in the database and the ID number in DoubleClick for Publishers. This can be useful for troubleshooting; for example, a trafficker only has to look at the ad server response in order to see the line item ID or creative ID that served to an ad tag.

We can insert the %e macro at the end of the ad's click through URL in its creative assignment (for example: http://www.firstautomobile.com/?%ecid!; inserts the creative ID for the line item).

The different expand macros available are:
  • %eaid! -- expands with line item ID
  • %ecid! -- expands with the creative ID
  • %eenv! -- expands with the environment (tag type) indicator. For example, 'i' if iframe, 'j' if JavaScript, etc.
  • %esid! -- expands with the first-level ad unit ID serving the line item
  • %epid! -- expands with the second-level ad unit ID serving the line item
  • %eadv! -- expands with the advertiser ID of the line item being served
  • %ebuy! -- expands with the order ID of the line item being served
The %e macros can be separated from one another in the click through URL with any character that is safe for use in DFP click through URLs: 
http://www.site.com/?%eaid!;%ecid!              

Could become: http://www.site.com/?1234567;4265598

Notes:

The %e macro cannot be used by DFA clients running click-commands on DFP sites. The advertiser_id or page_id values, for instance, will populate with the DFP values instead of the intended DFA values.

This article will continue to Part 2

Saturday 6 October 2012

What is Click Tag?
A click tag is a parameter used in Flash banner ads. The parameter is a variable that defines the destination URL from the markup code. By using a click tag, the advertiser can easily see and modify the URL without a Flash developer.

The click tag is supported by every major ad server.  The click tag enables the ad serving network to gain metrics such as the amount of clicks and from which sites these clicks have been made. By reading the data gained by the click tag parameter, an advertiser can evaluate how effective the ad campaign has been.

Variations

There are no industry standards on how to program a click tag. The code for the programming is case-sensitive, but programmers format their capitalization differently so ad serving networks may require clickTAG, ClickTag, clickTag, or any variation of capitalization for that specific variable.

Some ad serving networks may also require the ad's programmer to specific the level or strata the advertisement directs to such as the Google click tag requirements. Other ad serving networks such as Myspace do not require root level specification.

Ad serving networks may also require protocol specification by forcing the URL to begin with "http:" as a security measure advised by Adobe. Adobe warns that a malicious website could source the banner and pass a URL that begins with "javascript;" or another pseudo-protocol creating a hole for malicious scripts. This would allow someone access to the site's data, cookies, or can perform actions on behalf of the website where the ad is placed.

Click tags also vary depending on the version of Flash or Action script used. And it's case sensitive in flash 7 and Above.

How to implement a clickTAG and how does it work?

You need to insert a transparent button into the top-most layer of your Flash banner. Then you assign the button an action with some special Action Script code that is designed to accept a click-tracking redirect URL as a parameter. Your button then uses that redirect URL as its link rather than having a direct link embedded inside the code.

Some clickTAG example :

AS2 Standard
on (release) {
            getURL (_root.clickTAG, "_blank");
}
AS2 Google Network
on (release) {      
            if (clickTAG.substr(0,5) == "http:") {      
            getURL(clickTAG, "_blank");}
}

ClickTAG advantages

This method offers a couple of advantages. The clickTAG might also be a script, on an ad server for instance, that tracks where the banner appears and when it is clicked. Thus this method affords you multifarious ways of launching your banner.
A further point is that in case of the clickTAG isn't passed; the banner won't work as link. This might be useful if the banner should be adopted as a header of a website.

Source: www.wikipedia.com and www.123-banner.com

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