Google Publisher Tags

  • Aravind Raj Sriram

    My team uses the Google Publisher Tag system to render ads on our portals. Unlike other ad tags (like DART), GPT is a Javascript API for retrieving and rendering ads in friendly iframes from DFP (DoubleClick for Publishers).

    Google is promoting GPT as its future proof system and the previous DART tags are being deprecated. We are excited about SafeFrames and the benefits it offers, unfortunately GPT does not support SafeFrames at this point. Is anyone else in the same boat?

  • Chris Cole

    Chris Cole - 2013-06-05

    We are looking into both shimming ad vendors (esp rich media ad vendors) and helping rich media vendors integrate SafeFrame into their offerings, if it is present in a publisher site. For Google Publisher Tags we might consider a shimming approach. Is that something that you would adopt, should it be built?

  • ArtBIT

    ArtBIT - 2014-10-22

    My team is very excited about the SafeFrame. We have prototyped and integrated SafeFrame into our ad system months ago. During our recent beta testing, however, we have discovered that SafeFrame API is not compatible with DFP's Active View metrics, which is one of the crucial factors for the business decision process that would give us the green light to launch our new ad system.

    Is there any way to make the Active View metrics work with the SafeFrame API?
    At the moment, we hacked the post message event handler to skip cancelling some whitelisted events, but we would be interested in hearing more about the shim that you had in mind.
    Is that something that's on the roadmap for future versions?
    And can you explain it in a bit more detail?


    Last edit: ArtBIT 2014-10-22
  • Chris Cole

    Chris Cole - 2014-10-23

    I did a one-off project for a client where we leveraged viewability from a DFP ad served into a SafeFrame. This project pre-dated Google's release of Active View metrics. Our solution created a wrapper around the DFP tag which was served into the SafeFrame. It then listened for appropriate viewability parameters to be met and fired a beacon to an independent beacon system.

    I had heard DFP was going to leverage the SafeFrame viewability work, but apparently they only were looking at viewability more broadly.

    In broad terms you need to have a similar ad wrapper that registers for the external side messaging and triggers based on viewability % and time parameters being satisfied. I don't know enough of the internals of the DFP Active View mechanism to speak with authority, but in rough terms you'd have to reverse engineer what triggers their metrics to be recorded, then fire a similar beacon or otherwise hook into their system after your wrapper detects viewability being satisfied via the SafeFrame API. If you want some more in depth advice I'm happy to talk more on a short call.


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