1. Publishers
  2. Passback Tag

How can I use the IAB CPM unit as a passback tag strategy?

The Native Ads IAB CPM ad unit is not collapsible when hardcoded to a web page so it’s always best to add additional passbacks to promote optimal fill rates. The diagram below shows a few options, enabling you to pick the best passback tag strategy:

  • Premium and Direct Responses ads served, no display
  • IAB Display as second passback tag
  • IAB Display as single passback

passback tag

Updated on August 10, 2016
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