DoubleClick Standard Tags Advisory

Advertserve Updates

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 1×1
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 INS, JavaScript
or Iframes/JavaScript tags. These are typically implemented as HTML banner media in AdvertServe. However, if you need
to retrofit and existing graphic banner media you can simply paste those tags into the alternate HTML content field.

E-mail Banners

Serving banners in HTML e-mail 100% requires using an image tag (<IMG SRC>) because e-mail clients do not permit INS, JavaScript or IFRAME
tags to be used. That means that standard tags still need to be used with e-mail placements. In order to do that advertisers
must create banners that they wish to serve in e-mail as 1×1 size in DoubleClick with the intended image (i.e. 300×250 or 728×90).
That will allow them to continue generating 1×1 standard placement tags, which will serve the intended image rather than a pixel.


We are seeing a lot of confusion with advertisers trying to send GIF/JPG/PNG images to publishers along with a separate
1×1 tracking pixel for e-mail placements. This is incorrect. E-mail banners only support loading a single image whereas
a GIF/JPG/PNG image and a tracking pixel is two images, which simply cannot work. Advertisers need to instead provide a 1×1
standard tag as instructed in the previous paragraph.

Final Thoughts

Keep in mind that DoubleClick standard tags may continue to be used as noted above for 1×1 tracking pixels, which
commonly may be embedded in other types of creatives such as HTML5 banners intended for the web.

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