Ad tagging with 3rd party adservers

The purpose of this page is to clarify how the cXense Javascript ad-tags can be implemented to web pages, so that ads booked with Cxense Advertising can be displayed in an adspace.

Three alternatives

There are three alternatives to how a publisher can implement the ad tags. All have their pros and cons, and below is a short presentation on each of them.

Alternative	Description	Pros	Cons
Cxense Advertising with 3rd party templates	Our recommended solution. Only the cXense ad-tag is inserted onto the page (i.e. It replaces any existing tags). When a request is sent to Cxense Advertising, Cxense Advertising will return an ad directly if a matching ad exists in Cxense Advertising. If there is no ad that matches the request, Cxense Advertising sends back the third party ad-tag, so that the same request can be forwarded to the other adserver. If we currently do not support the third party ad-tag, this can easily be added. See here why we recommend this solution. See here for detailed information.	Cxense targeting can be used for all requests with matching ads in Cxense Advertising. Reporting on all requests from both Cxense Advertising and third party adservers can be obtained in Cxense Advertising.	Any taxonomies stored in third party tags will be lost. These can however be implemented in Cxense Advertising as third party creatives.
Tag-in-tag	Our back-up solution. Two ad-tags (javascript) are inserted onto every page, one inside the other with an "onImpressionResult(event)" handler. This means that the current adscript should be inserted inside the cXense tag, and everytime a request is sent and Cxense Advertising returns no ads, the same request will be forwarded to the other adserver. See here for detailed information (see "Backfill with ads from a different ad system").	Cxense targeting can be used for all requests with matching ads in Cxense Advertising. The publisher retains full flexibility and control over the two different scripts independently. The asynchronous script does not slow down the page. The cXense ad-tag is generic across taxonomies; no labels need to be added to the tags.	The page code will look a little more complex due to more lines of script. Cxense cannot deliver click or impression reports for requests that are not returned with a Cxense ad tag. This means that no ads from other adservers can be counted and included in Cxense reports, and the publisher will have to relate to at least two different systems for full reporting.
Current adserver with cX 3rd party creatives	The least beneficial solution. The current ad-tag is kept on the page. When a request is sent to the ad-tag, and there is no ad matching in the current adserver, then the request is sent to Cxense Advertising. See here why we don't recommend this solution.	Current ads can be kept on the page, provided that the current adserver supports third party creatives. Reporting on all requests from both Cxense Advertising and third party adservers can be obtained in the current system.	No Cxense targeting can be added other than the remnant ads that are directed to Cxense Advertising.

Alternative

Description

Pros

Cons

Cxense Advertising with 3rd party templates

Our recommended solution. Only the cXense ad-tag is inserted onto the page (i.e. It replaces any existing tags).

When a request is sent to Cxense Advertising, Cxense Advertising will return an ad directly if a matching ad exists in Cxense Advertising. If there is no ad that matches the request, Cxense Advertising sends back the third party ad-tag, so that the same request can be forwarded to the other adserver. If we currently do not support the third party ad-tag, this can easily be added.

See here why we recommend this solution.

See here for detailed information.

Cxense targeting can be used for all requests with matching ads in Cxense Advertising.
Reporting on all requests from both Cxense Advertising and third party adservers can be obtained in Cxense Advertising.

Any taxonomies stored in third party tags will be lost. These can however be implemented in Cxense Advertising as third party creatives.

Tag-in-tag

Our back-up solution. Two ad-tags (javascript) are inserted onto every page, one inside the other with an "onImpressionResult(event)" handler.

This means that the current adscript should be inserted inside the cXense tag, and everytime a request is sent and Cxense Advertising returns no ads, the same request will be forwarded to the other adserver.

See here for detailed information (see "Backfill with ads from a different ad system").

Cxense targeting can be used for all requests with matching ads in Cxense Advertising.
The publisher retains full flexibility and control over the two different scripts independently.
The asynchronous script does not slow down the page.
The cXense ad-tag is generic across taxonomies; no labels need to be added to the tags.

The page code will look a little more complex due to more lines of script.
Cxense cannot deliver click or impression reports for requests that are not returned with a Cxense ad tag. This means that no ads from other adservers can be counted and included in Cxense reports, and the publisher will have to relate to at least two different systems for full reporting.

Current adserver with cX 3rd party creatives

The least beneficial solution. The current ad-tag is kept on the page. When a request is sent to the ad-tag, and there is no ad matching in the current adserver, then the request is sent to Cxense Advertising.

See here why we don't recommend this solution.

Current ads can be kept on the page, provided that the current adserver supports third party creatives.
Reporting on all requests from both Cxense Advertising and third party adservers can be obtained in the current system.

No Cxense targeting can be added other than the remnant ads that are directed to Cxense Advertising.

A customer blueprint using our recommended solution

Last updated: January 19, 2022