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DoubleClick Standard Tags Advisory

DoubleClick Standard Tags Advisory

DoubleClick Standard Tags

Standard tags are a type of ad placement tag used by DoubleClick. They consist of an anchor tag (<A HREF>) and an image tag (<IMG SRC>). The following is an example of a DoubleClick standard tag:

<A HREF="; sz=widthxheight;kw=[keyword];ord=[timestamp]?">
<IMG SRC=";sz=widthxheight;ord=[timestamp];dc_lat=N;dc_rdid=Czzzz;tag_for_child_directed_treatment=I?" BORDER=0 WIDTH=X HEIGHT=Y ALT="Click Here">

It's possible that advertisers may also have sent you the URLs from the anchor and image tags. You can easily identify them as they will contain /jump/ or /ad/ in the URI path. Commonly these will be input into the Image URL and Redirect URL fields in AdvertServe.

What's Changing?

DoubleClick has been advising advertisers that they would discontinue support for standard tags for placements larger than 1x1 for some time now. Most advertisers should have already sent you new tags by now. Since DoubleClick has disabled standard tags as of October 2, however, we have been contacted by several publishers who see broken images where their ads should be appearing. If you see broken images on your web site or e-mail newsletters chances are that you may still be running DoubleClick standard tags.

Fixing The Issue

Web Banners

Resolving this issue is simply a matter of contacting your advertiser(s) and asking them to provide you with JavaScript or Iframes/JavaScript tags. These are typically implemented as HTML banner media in AdvertServe. However, if you need to update a graphic banner media you can simply paste those tags into the alternate HTML content field.

E-mail Banners

Unfortunately, due to the standard tags being discontinued by DoubleClick it is no longer possible for advertisers to serve banners in HTML e-mails. The only viable method for serving banners in HTML e-mail is with an image tag (<IMG SRC>). Since this is no longer possible there is no workaround other than to discontinue use of DoubleClick standard tags for e-mail placements.

What you will need to do is ask your advertisers to provide you with the GIF, JPG or PNG image for their banners as well as their landing page links. You can then edit each of their graphic banner media in AdvertServe, upload the images and input their landing pages to replace the DoubleClick standard tags.

Of course, this does mean that advertisers will also have to rely on your tracking and reporting for any e-mail placements going forward since they will be unable to track them with DoubleClick.

Final Thoughts

Keep in mind that DoubleClick standard tags may continue to be used as noted above for 1x1 tracking pixels, however, these cannot be utilized in HTML e-mail placements since an image tag is not capable of loading both a banner image and a 1x1 tracking pixel.

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