Passback Tag

About

passback tag

Passback tags are used when:

• a third-party server doesn't have an ad to serve
• or an ad doesn't meet the minimum CPM/floor price agreed upon with the third party.

In these cases, the third-party server instead serves a GPT passback tag, which returns a house ad or other remnant ad from your own Ad Manager network.

Can be used to serve serve ads on another publishers website

Articles Related

Example

passback tags must be rendered inside an iframe to prevent them from inheriting page-level settings from any other GPT instance active on the publisher's website.

From live Demo

<script async src="https://securepubads.g.doubleclick.net/tag/js/gpt.js"></script>
<div id="gpt-passback">
  <script>
    window.googletag = window.googletag || {cmd: []};
    googletag.cmd.push(function() {
        googletag.defineSlot('/6355419/Travel/Europe', [728, 90], 'gpt-passback')
          .addService(googletag.pubads());
        googletag.enableServices();
        googletag.display('gpt-passback');
    });
  </script>
</div>

Documentation / Reference

• https://developers.google.com/doubleclick-gpt/guides/passback-tags