Tag Types

Basis allows the flexibility of changing the ad server and ad tag during planning. Basis supports integration with Google Campaign Manager and Sizmek ad serving. The integrated types include the following:

  • Ad tag
  • Tracking pixels
  • VAST ad tag
  • VAST tracking (Sizmek)

Within the line item, you select the various tag types. (The tag types are dependent on the ad server and format.) You have the ability to modify the tag to the ad server. After exporting to the ad serving, you modify or create a revision based on the campaign start date. When the campaign is live, no modifications are allowed.

Basis supports creating multiple ad tags or tracking pixels per creative size. The combination of various tags in a single line item allows multiple format types. This combination includes audio and video tag types. A single line item with duplicate ad sizes is also supported. This capability allows you to break out the tags. The tag break out provides geographic reporting and homepage takeovers. The multiple placements export as a package for a single line item.

After client approval, you export the tags to the ad server. You also send the applicable ad tags, creatives, and tracking pixels to the vendor in the Messages Center. Throughout the campaign, the Delivery and Performance appear by line item, tag type, and ad size.

Tag Types

Ad Tag

Basis supports ad tags for the delivery of a line item with ad servers. Multiple ad tags are available for a single ad size in a line item. An ad tag is a piece of software code inserted on the ad website. The tag is specific to the ad. The ad server stores the tag and collects the delivery information by line item.

To access ad tags:

  1. Go to Main Menu > Campaigns.

  2. Select a campaign.

  3. Select the Ad Serving tab.

  4. Select Manage. The Manage Ad Serving panel appears, where you can add ad tags.

Note: The default tag type is Ad tag except for audio and text format. The ad tag is not available for video format.

Tracking Pixels

Basis supports tracking pixels for the delivery of a line item. A tracking pixel is available when you're not applying an ad tag. Each ad size has at least one tracking pixel with a unique name. During a live campaign, the Analytics tab shows the delivery by each tracking pixel and total sum of the line item. See Working with Pixels for more information.

To apply tracking pixels:

  1. Select a media plan.

  2. Create a line item with a single tag type with an unlimited number of tracking pixels.

  3. Continue making changes before exporting to the ad server. When you modify the line item format of an applied ad serving, Basis removes the tracking pixel.

  4. Reapply the ad serving with the new changes. When you copy and paste line items, you also apply the ad serving.

  5. When you create multiple tracking pixels, create a single ad size and click the Copy icon.

  6. In the Description field, edit the tracking pixel by classification or name of the creative.

  7. Click Apply.

  8. Click Save.

Note: The default tracking pixel is 1x1 for video, text, and audio (display). The default for display and interstitial are based on the selected ad size.

After approval and exporting to the ad server but before the start date, you have the flexibility to create and delete placements for mapping. When the campaign goes live, the ad servers restrict you from deleting the placements.

Note: We recommend re-exporting changes prior to the start date, assuring the ad server matches with your line item.


VAST ad tag applies to video format for the delivery of an ad size in a line item. The tag is specific to the ad. A VAST ad tag doesn't have an ad size. The ad server stores the tag and collects the delivery information by line item.

To apply VAST ad tags:

  • Select Actions > Ad Serving, then select the line items and ad server along with the ad tag type.

Note: The default tag type is VAST ad tag for audio (Google Campaign Manager only) and video format.

VAST ad tag applies to in-stream audio format for the delivery of an ad size in a line item. The tag is specific to the ad. The tag doesn't have an ad size. Similar to video VAST ad tags, the ad server stores the tag and collects the delivery information by line item.

VAST Tracking (Sizmek only)

VAST tracking applies to video format for Sizmek. This option only appears when format is video for line item. VAST tracking also follows the same workflow management as Tracking Pixels.

To export VAST Tracking placement to Sizmek:

  1. Select VAST, enter a pixel tag type name, and apply it to the line item. You also have the option of creating additional pixels.

  2. Export the VAST Tracking placement to Sizmek.

Note: For video format with Sizmek, select Tracking Pixel or VAST Tracking. You're unable to have more than one pixel type on a single line item.