XM Ad Tag Cheat Sheet

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 CM360.

XM Tag Cheat Sheet IASC3White OpsDynata, Disqo, Videoamp, iSpot, Adelaide, etc
CM Served Display (3P)CM tags have a direct integration with IAS or can be ran through a tag generator (legacy workflow) for 3p served display tags.  No additional tags provided.C3 is enabled on the backend. No additional tags provided.White Ops is enabled on the backend. No additional tags provided.Partners are enabled on the backend. No additional tags provided
CM Site Served Display (1P)CM tags will have IAS tags visibly present inside of the CM360 impression tag ad tag code.You will receive c3 1x1 tags

If a partner cannot append more than 2 impression trackers to each placement, we can ask c3 to provide a wrapped c3 tag.		You will receive a White Ops JS tag.

*Please note that if you change a placement name for a site-served unit, you will need to request new White Ops tags. White Ops uses placement names within their tag code instead of IDs		You will usually receive a separate impression tag.

They may tag some partners differently, but AdOps will let you know when this occurs, and when you will not be receiving their image tags.
CM Served Video (3P)*You will receive IAS wrapped VPAID tags. If a partner cannot accept VPAID then you will not be able to track with IAS.C3 is enabled on the backend.  No additional tags providedWhite Ops is enabled on the backend. No additional tags provided.Partners are enabled on the backend. No additional tags provided
Site Served Video (1P)Partner needs to confirm if they can accept VPAID tags. Partner needs to provide a live VAST or hosted CDN link. IAS will wrap what the partner supplies.You will receive c3 1x1 tagsYou will receive a White Ops JS tags.You will usually receive a separate impression tag.

They may tag some partners differently, but AdOps will let you know when this occurs, and when you will not be receiving their image tags.

*It is imperative to let AdOps know of partner video specs and if partners can accept tags with VPAID elements in it to avoid delayed video launches 


When working with a new partner, please have them to fill out our Supplier/Publisher Ad Serving Capabilities Form to avoid issues and delays, and to help us when troubleshooting.


If you have any questions or concerns about a partner, please reach out to digital.trafficking@xmedia.com . If we’ve worked with them before we can provide you with helpful information, nuances, questions to ask, and/or problems to be aware of.




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