Digital ad verification provider IAS said it has heard from its clients that tag wrapping in Google Campaign Manager was a significant pain point, with much time devoted to manually wrapping tags and sharing spreadsheets with colleagues working on the campaign, so it automated the process.
Its new automated tag wraps campaigns with ad server and third-party verification tags for Google Campaign Manager and gives advertisers a central location to manage those tags, along with the flexibility to switch between ‘monitoring’ and ‘blocking’ without rewrapping or retrafficking their campaigns.
A new metric in Campaign Manager reporting, Vendor Blocked Ads, enables advertisers to see the number of ads that were blocked directly so that they can properly adjust their strategies.
IAS said advertisers running Display & Video 360 campaigns and managing their media buys via Campaign Manager will benefit by having their placements that are served through Campaign Manager automatically sync to Display & Video 360 as wrapped creatives.
GroupM executive director for U.S. platform operations Kyle Csik said in a statement, “GroupM and our clients have been participants in IAS’ automated tag beta with Google and, after experiencing time savings in launching these campaigns with their blocking, we’re eager to roll out automated third-party tag wrapping to our clients.”
IAS CEO Lisa Utzschneider added, “We are excited about this partnership with Google. Marketers can now activate verification for their campaigns in just seconds using automated third-party verification in Campaign Manager. This will enable marketers to spend more time focusing on connecting with their respective audiences and driving campaign performance.”