CM360 Ad Tags -Needs, Usage and Nuance

CM360 Ad Tags -Needs, Usage and Nuance

Any direct or programmatic digital media must be served or tracked by CM360.  Why?
  1. Consolidated reporting
  2. CM360 is the source of truth for campaigns, per XM's io Terms & Conditions
  3. Reconciliation and actualization is based on the CM360 numbers.

DO NOT RUN MEDIA WITHOUT AD TAGS.


AdOps tagging/pixeling notes and nuances per channel:


Ad Ops Tags (Y/N)Notes/CaveatsChannel
YCM360 tags are provided for everything.  IAS is applied were technologically possible (not on newsletters or emails, maybe native – depends on the type), Not currently on Youtube.Digital / Partner Direct (Non-Programmatic)
 
Floodlights are used for LTA and PMA.  Floodlights are used when permissible by the client. 
 
Might have tags for a study applied.  That’s dependent on the client and can get so granular as to be applied only on certain placements within a campaign.
Y1x1 impression and click tracking CM360 tags are provided for digital audio.  IAS is applied were technologically possible by supplier. Digital Audio
 
Floodlights are used for LTA and PMA.  Floodlights are used when permissible by the client. 
 
Might have tags for a study applied.  That’s dependent on the client and can get so granular as to be applied only on certain placements within a campaign.
N Radio
N Print
MDigital ooh programmaticallyOOH
Y Video
N Broadcast Network
N Cable
N Syndication
YCM360 tags are provided for everything.  IAS is applied were technologically possible.  Rarely is it not accepted by suppliers.  Not currently on Youtube.Online Video (web)
 
Floodlights are used for LTA and PMA.  Floodlights are used when permissible by the client. 
 
Might have tags for a study applied.  That’s dependent on the client and can get so granular as to be applied only on certain placements within a campaign.
N Local
YCM360 tags are provided for everything.  IAS is applied were technologically possible.  Rarely is it not accepted by suppliers.  Not currently on Youtube.CTV
 
Creative is specific to the supplier. Requires more time to implement.
 
Floodlights are used for LTA and PMA.  Floodlights are used when permissible by the client. 
 
Might have tags for a study applied.  That’s dependent on the client and can get so granular as to be applied only on certain placements within a campaign.
N Addressable
Y Biddable
MIf using SA360, floodlights are made herePaid Search
N Paid Social
YCM360 tags are provided for everything.  IAS is applied were technologically possible (not on newsletters or emails, maybe native – depends on the type), Not currently on Youtube.Programmatic
 
Floodlights are used for LTA and PMA.  Floodlights are used when permissible by the client. 
 
Might have tags for a study applied.  That’s dependent on the client and can get so granular as to be applied only on certain placements within a campaign.v
MIs what ricola is doing with mikmak retail/ecomm? If not, then no. if yes, then we ad tag that and it would be the same as direct.Retail / eCommerce
Y XConnect
N Local
N Broadcast Network
N Print/OOH
YCampaigns are built separately in OSD and CM because ios go to the XC partner but media partners need tags and access to reporting.Digital
 
CM360 tags are provided for everything.  IAS is applied were technologically possible (not on newsletters or emails, maybe native – depends on the type), Not currently on Youtube.
 
Floodlights are used for LTA and PMA.  Floodlights are used when permissible by the client. 
 
Might have tags for a study applied.  That’s dependent on the client and can get so granular as to be applied only on certain placements within a campaign.
YCampaigns are built separately in OSD and CM because ios go to the XC partner but media partners need tags and access to reporting.Programmatic
 
CM360 tags are provided for everything.  IAS is applied were technologically possible (not on newsletters or emails, maybe native – depends on the type), Not currently on Youtube.
 
Floodlights are used for LTA and PMA.  Floodlights are used when permissible by the client. 
 
Might have tags for a study applied.  That’s dependent on the client and can get so granular as to be applied only on certain placements within a campaign.

related KBs:
  1. XM Ad Tag Cheat Sheet: Outlines the types of tags you'll receive based on serving and partner type
  2. Internal redirects and Google Ad Manager: information on the specific tag type used with CM360's little sister
  3. MediaMonks and IAS ad serving rates and reconciliation

    • Related Articles

    • MediaMonks and IAS ad serving rates and reconciliation

      Below are the Display/Video rates for IAS Integral Ad Science Display $0.05 cpm Video $0.09 cpm CPM rates above apply to both direct/programmatic IAS: IAS invoices monthly per campaign, ~15th of every month, billed for the month prior (e.g. if ...

    • IAS on Hulu

      IAS currently does not have a solution to track Viewability on OLV (online Video aka non-CTV/OTT video) tags. It does not have a direct integration either, so below is what we can offer for IAS tracking on Hulu: 1P served video IMG tag solution - Use ...

    • XM Ad Tag Cheat Sheet

      See below for the type of tags that you'll receive for 4th party partners, depending on the CM360 serving type. IAS, C3 and other partners will only provide you with impression trackers. The only click tracker you will ever receive will be from ...

    • CrossConnect (XC) digital campaign set up

      Crossconnect campaigns are when the out of home/print teams have digital bundled into their print buys. This is often done with another agency (Active International is one). AdOps has to activate the digital portion. The whole plan would be built in ...

    • internal redirects and Google Ad Manager

      A Campaign Manager 360 tag (sometimes called an "internal redirect") is a creative that is hosted by Campaign Manager 360. Similar to third-party creatives, a Campaign Manager 360 tag is used to retrieve a creative asset. However, Campaign Manager ...