Third Party Ad Tags


Third party tags are tracked according to the specifications of the tags provided. Some tags have the provision for adding a click tracking macro, others do not. Some third party tags do not allow tracking by another party.

Tracking third party tags is limited to click-tracking only; after the ad is clicked on, the content is then served from a third party server. Therefore user interaction with the ad, such as expanding the ad or video plays inside an ad unit, won't be tracked. Whether a third party ad tag can be click tracked or not can only be assessed by LAKANA on a case-by-case basis.

The advertiser will receive the metrics for the ad directly from the third party providing the ad tags. Please note that when using third party ad tags for a campaign you will likely see a discrepancy between LAKANA's tracking metrics and those of the third party providing the ad tags. There are a number of reasons for discrepancies between a publisher and an agency's numbers. These include factors like large file sizes, connection latency, the use of ad blockers, network problems, browser or proxy server caching, spam filtering, or differences in how an agency defines an impression. A discrepancy of approximately 10% is considered the industry standard in digital advertising so it is recommended that, if you have a campaign using third party ad tags, you pad the impression goal by 10% to ensure full delivery of the campaign. It is also recommended that you check in with the agency shortly after the campaign has launched in order to identify larger than normal discrepancies early in the campaign.

For more information on third party ad tags see the Third Party Ad Tags (Incoming) and Third Party Ad Tags (Outgoing) sections.

Information on Expandable Ads Served to I-Frame Ad Tags

Sometimes a site has to I-Frame an ad position on a page, typically whenever an ad needs to be refreshed. However, Expanding Ads will not work correctly in this configuration and LAKANA does not support Expanding Ads served to I-Framed Ad Tags.

Ads that require I-Frame tags are those that refresh based upon a page event such as a Pre-Roll Video Ad companion call before a video plays. This can only occur via I-Framed tags, and these preclude expanding ads from running.

If a third party wants to serve an Expanding Ad, the following conditions should be met:

  • The ad tags must be able to be served to JavaScript tags only, rather than I-Frame ad tags
  • The ad must be trafficked in some way other than Run-Of-Site because some site ad tags will be JavaScript and others will be I-Frame
  • The ad placement must be further restricted to ad units that are not in locations beside or above other Flash elements, such as a video player. Due to a native issue with Flash files, the ad may expand underneath the other Flash element, making it unreadable