MetaTag Passback (Tag-in-Tag) (English)

When using your own AdServer on your website, it might be beneficial to send any unsold ad impressions to the Ströer network. The impression can than be filled by our AdServers, avoiding empty ad slots.

Passbacks can be easily integrated by booking a new creative in your AdServer, with a low delivery priority. Unsold impression will be able to “default” to this creative.

As creative code, please use:

The script employs 3 placeholder parameters, that need to be filled, before the passback will work.

1. [zone]
   The subsection / content category of your website, most often used to allow advertisers to book a specific section (for example: your websites homepage).
   When integrating passback, you will receive a short list of possible zones from your Ströer contact.
   
   

2. [adslot]
   The ad slot to use. Ad slots are predefined and inform an AdServer, which formats and sizes are available for delivery.
   In most cases the ad slot will just use a very limited set of formats and only one size, to allow you to reserve appropiate space on your site. So called “multi-size” ad slots (for employing a large list of different sizes) are usually not working corretly as passback slots.
   When integrating passback, you will receive a short list of possible ad slots from your Ströer contact.
   
   

3. [metatag]
   Filled with a predefined Ströer internal name of the website.
   When integrating passback, you will receive the value for this placeholder from your Ströer contact.

If you have any questions regarding passback integration, please file a ticket via our “Publisher Support Center” (separate account required).