Passback Tag

Card Puncher Data Processing


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


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=""></script>
<div id="gpt-passback">
    window.googletag = window.googletag || {cmd: []};
    googletag.cmd.push(function() {
        googletag.defineSlot('/6355419/Travel/Europe', [728, 90], 'gpt-passback')

Documentation / Reference

Discover More
Card Puncher Data Processing
Ad - Serving (and selection)

How an ad is selected and served in order to create an impression The selection process chooses the best ad to serve to users. See with , See serve_ads_on_another_publishers_website...

Share this page:
Follow us:
Task Runner