Introduction
The Verve AdCel™ advertising API enables mobile websites and client applications to serve advertising to mobile users. AdCel allows ad networks to be dynamically provisioned, prioritized, and turned on or off without affecting mobile site or client application integrations.
AdCel’s interface is a simple HTTP GET to request an advertisement, which returns a response containing advertisement delivery information.
Ad Requests
A basic mobile display advertisement request is an HTTP GET request. There are several different request methods that return different styles of ad responses. Choose whichever method is most convenient for you.
banner - an API call that returns adcel proprietary XML, which provides information about an ad, including the banner image URL, image alt text, the click through URL, and possibly ad text. Also can return "raw response" from an ad network instead. Eg.
adtag.js - returns javascript which is will be embedded into a page where the adTag was placed. It uses "document.write" to place the information into the HTML page. This is not meant to be called by a client directly, but rather by our own generated adTag code that the client has embedded into their page. The adTag code to be embedded by the client is generated in the dashboard. Eg.
htmlad - an API call that is nearly identical to "banner". The difference being that instead of returning AdCel proprietary XML, the actual HTML that will display the ad is returned. This means that the client calling to the API can simply copy the results into their ad space as is, rather than having to parse our response, and build the ad themselves. Eg.
vast - an API call that returns a VAST xml document. Unlike the other endpoints, this format is only intended to be used in VAST compliant video viewers. AdCel places event tracking calls in the various video viewing lifecycle (see Appendix B)
Request Parameters for Banners & Interstitials
These URLs support a number of parameters, some of which must always be included in a request and others which are optional and can be used when additional data (such as user location) are available.
Optional parameters that are most highly valued by Verve are parameters which deal with user location (lat/long/ll/z) and user identifiers (ui/uis)
Required parameters
Parameter | Name | Description |
|---|---|---|
p | Portal keyword | This is a Verve-assigned value identifying the distribution portal on which the advertisement is being displayed. In most cases, a mobile website accessed directly using the publisher's hostname is on the default portal (keyword: "def"). The portal will change if the site is accessed through a mobile carrier's "deck". Mobile client applications are typically segregated by platform (e.g., iPhone, BlackBerry, Windows Mobile, etc.) using portals. |
b | Partner keyword | This is a Verve-assigned value identifying the publisher of the mobile content. Note that there's a one-to-one relationship between a mobile site and a publisher. For example, for the Daily Planet's mobile site, the partner keyword might be "dailyplanet". |
c | Content Category | Content category ID. This is an integer which identifies the type of content available on the page for which an ad is requested. For example, a page of sports news will have one category ID, while a page of movie reviews will have another. See Appendix A for a complete list of categories and codes. |
ui | User identifier | Unique identifier for a user, commonly from an HTTP cookie (mobile web) or some sort of device ID (apps). If a ui value is passed, the uis parameter should also be set. ui value is case sensitive. Unhashed IDFA (Apple ID) should be upper case. All other ui values, included hashed IDFA's, should be lower case. |
| uis | User identifier source/type | Code indicating the source or type of ID passed in the "ui" parameter. (Ignored when the "ui" parameter is not present.) By default and in the absence of this parameter, the user identifier is assumed to be a randomly-generated ID. iOS id's must be passed as uppercase and Android id's in lower case. See User Identifier Guidance for the values to code various identifiers. |
| appid | App Bundle Id | Unique key that identifies the app (e.g. iOS Bundle ID or Android App ID or Package name). This is usually in the following format: com.example.myapp |
Optional parameters
Parameter | Name | Description |
|---|---|---|
adunit | Ad Unit | Used to retrieve an ad specifically crafted for the target medium. Required for non-MMA banners. (see below). List of acceptable adunits are mma (default), banner, inter, tinter, splash (sdk only), vastlinear (only supported on the /vast endpoint), vastnonlinear (only supported on the /vast endpoint). |
| size | Ad Size | Specifies the size of the ad you want returned. Required for non-MMA banners or where an explicit mma size is required. See below for list of acceptable sizes and the adunits. |
lat | Latitude | Latitude location of the user making the ad request. Note the "ll" parameter is the preferred method in which to supply geolocation information. Please pass the most accurate location known, which is generally GPS data pulled from the device. |
long | Longitude | Longitude location of the user making the ad request. Please pass the most accurate location known, which is generally GPS data pulled from the device. |
ll | Lat/Long (Encoded) | Latitude and longitude of the user, encoded. The location of the user at the time of the advertising request. Availability of this parameter is, of course, platform- dependent and optional. It must be excluded if the user does not consent to provide location information in some manner. However, if location is available, it should be included. The parameter name is two lower-case Ls, and is encoded in a special format (described later in this document). The location's resolution does not have to be particularly precise, however a minimum target of 3km is recommended. Also, for a particular user session, it's sufficient to obtain the location only once. I.e., location does not need to be looked-up for every ad request during a session. Please pass the most accurate location known, which is generally GPS data pulled from the device. |
| latlong | Lat/Long (Plain-text) | Latitude and longitude of the user, plain text. The value of this parameter should adhere to the format <latitude>,<longitude>. The data supplied here should adhere to the same rules as the above lat/long parameters, this is simply a convient method of providing location for those integrations where it is not possible to split the lat/long into separate parameters. |
| la | Location Age | Age of the supplied location (either lat/long or ll), in minutes. Please omit if the age is unknown. |
| lacc | Location Accuracy | Accuracy of the supplied location (either lat/long or ll), in meters. Please omit if the accuracy is unknown. |
z | Postal Code | Zip or Zip+4 postal code describing the location of the content being viewed (not necessarily the postal code of the user's location). The value should be a zero leading 5 digit postal code. Examples: 07048, 21228, 90210-1234, |
| ip | Device's IP Address | IP address of the client/device on which the requested ad will be displayed. Mandatory for server-side requests; optional when requests come directly from a user's device. |
| age | Age | The user's age used for demographic targeting. |
| zip | Zip | The user's zip code. |
| gender | Gender | The user's gender used for demographic targeting. Acceptable values: "male", "female", "m", "f". If unknown, do not pass the key/value. |
| site | Site/App Name | The site on which the ad is presented. On mobile web, this would be the hostname of the mobile site; in the app world, it's a unique key that identifies the app (e.g., the iOS bundle ID). |
pos | position | position in which ad is to appear on page. Acceptable values are "top","inline", and "bottom" |
ei | extra info | semi-colon separated list of arbitrary key-value pairs. Example: color=blue;shape=square; (note, the value should be url encoded, as it is a query parameter value) |
ua | User Agent | User Agent should be passed in the header. If that is not possible, pass an encoded user agent string here. |
| model | Device Model | Model information for the requesting device when otherwise unavailable from the user agent (i.e., iOS, primarily). An iPhone 6 is referenced as "iPhone7,2" and an iPhone 6 Plus is"iPhone7,1". Use the identifier as prescribed in the following list: https://theiphonewiki.com/wiki/Models |
| hwmdl | Hardware Model | Manufacturer's designation for the device hardware model. At present, this should only be populated for iOS using the "hw.model" sysctl. For example, the GSM iPhone 4 would use the value "N90AP". Refer to the internal name designed in this list: https://theiphonewiki.com/wiki/Models On iOS, this parameter is preferred to the "model" parameter, but should be omitted if the information is unavailable. |
dguid | device guid | A Verve-assigned identifier assigned to the device type making the request. It is used to override the "User-Agent" HTTP request header. Note that this parameter is typically only used in conjunction with the Verve Registration API for mobile client applications. If blank, omitted, or an unknown value, the "User-Agent" HTTP request header is used to identify the device type. Ignore unless directed otherwise. |
db | display block id | Ignore unless directed otherwise. |
pm | partner module id | Ignore unless directed otherwise. |
iframe | disable iframe wrapping | If this parameter is set to false, responses from certain ad networks will not be wrapped within an iframe. This parameter should not be relied on to ensure that there is never or is always an iframe response. This is generally an internal Verve parameter for testing. Ignore unless directed otherwise. |
| cc | creative capability | Define the creative capability of your request. "cc=1": for MRAID1 support "cc=2": for MRAID2 support (From the client Apps this value will be just integer 2) |
| nwk | Ad Network | char[]: The production ID of the ad network (ex: dfp even in staging would be '41'). Skips the chain resolution and directly calls the network. |
| flt | Flight | char[]: Unique flight identifier of some sort (passed through to ad network DSL) Requires nwk parameter is present. Identifies the flight id this call will use for creative tag retrieval. |
| ctg | Creative Tag | char[]: Unique creative identifier of some sort (passed through to ad network DSL) Requires nwk and flt parameters. Identifies the creative id this call will use for creative tag retrieval. |
| sc | Secure Creative | s : requires secure creative ns : requires insecure creative x or n : secure creative agnostic (can handle both secure or unsecure)
|
| ou | Referer Override | The ou parameter should be used for mobile web requests, specifying the page url that the ad was requested on. Note: AdCel will use the referer header value for this, if this override is not specified. |
| appver | App Version | This is the current version number of your app |
| usprivacy | US Privacy Regulatory Context | (Used for CCPA) Regulatory context governing personal data contained within the bid request and any subsequent related transactions. Format defined by: https://iabtechlab.com/wp-content/uploads/2019/11/U.S.-Privacy-String-v1.0-IAB-Tech-Lab.pdf |
When using the Verve Registration API, typically the “b” (partner keyword), “p” (portal keyword), and “ua” or “dguid” parameters are pre-populated in the AdCel base URL value returned upon successful registration. Other values such as “pm” (partner module ID), “db” (display block ID), and “c” (content category ID) are available from the Content API in either the content hierarchy or listing.
If the implementer is not using the Verve Registration or Content APIs, as is usually the case for mobile website applications, Verve will supply the values required. In cases where the AdCel integration is for content linked from a Verve-hosted mobile site, the partner and portal keywords and display block, partner module, and content category IDs are usually static.
Adunit and size parameter
By default, all ad requests return auto-sized MMA banners. An adunit and size is required for non-mma banners or if a specific mma size is required. Requests for the iPad portal (p=ipad) must set an adunit value.
| Adunit Value | Size Values | Description | Example |
|---|---|---|---|
| mma | Size optional. Largest size served based on device capability. 320x50, 300x50 | Auto-sized MMA banner. Only set mma and the size if a specific mma size is required. | Auto sized mma banner. MMA adunit and size not required. <script>
vrv = document.vrv || {};
vrv.b = 'sampletag';
vrv.p = 'ptnr';
vrv.c = '999';
</script>
<script src="http://c.vrvm.com/pass/vrv/adtag/vervetag.js"></script>For a specific mma size: <script> |
| banner | 728x90, 300x250 | Tablet ad. Requires iPad l (p=ipad) or Android Tablet (p=apad) portals | <script> |
| banner | 300x250 | Mobile phone banner. Requires iPhone (p=iphn) or Android (p=anap) portals | <script> |
| inter | 320x416, 300x250, 320x480 | Mobile interstitial. Full size (320x416) or small size (300x250) | <script> |
Interstitials
To request an interstitial ad, the adunit needs be set to inter for mobile phones or tinter for tablets. Refer to the associated sizes in the adunit section above.
Video Tag Integration
The video tag Integration is the simplest form of integration that Verve supports for video. The Verve video tag is a simple call to a Verve VAST endpoint, which will return a VAST-compliant video ad response.
https://adcel.vrvm.com/vast?p=ptnr&b=vastvrvtest&c=999&adunit=vastlinear&lat=40.753800&long=-73.983354
Required parameters
There are the parameters that are required in every tag.
Parameter | Name | Description |
|---|---|---|
p | Portal keyword | This is a Verve-assigned value identifying the distribution portal on which the advertisement is being displayed. In most cases, a mobile website accessed directly using the publisher's hostname is on the default portal (keyword: "def"). The portal will change if the site is accessed through a mobile carrier's "deck". Mobile client applications are typically segregated by platform (e.g., iPhone, BlackBerry, Windows Mobile, etc.) using portals. |
b | Partner (publisher) keyword. | This is a Verve-assigned value identifying the publisher of the mobile content. Note that there's a one-to-one relationship between a mobile site and a publisher. For example, for the Daily Planet's mobile site, the partner keyword might be "dailyplanet". |
c | Content Category | This is an integer which identifies the type of content available on the page for which an ad is requested. For example, a page of sports news will have one category ID, while a page of movie reviews will have another. See Appendix A for a complete list of categories and codes. |
| ui | User Identifier | Device ID. If a ui value is passed, the uis parameter should also be set. ui value is case sensitive. Unhashed IDFA (Apple ID) should be upper case. All other ui values, including hashed IDFA's, should be lower case. |
| uis | User Identifier Source | Code indicating the source or type of ID passed in the "ui" parameter. (Ignored when the "ui" parameter is not present.) By default, and in the absence of this parameter, the user identifier is assumed to be a randomly-generated ID. iOS id's must be passed as uppercase and Android id's in lower case. Refer to this section to understand the uis mapping: User Identifier Guidance. If you cannot properly set a uis value, please talk with your account manager for alternate ways to pass this data. |
| appid | App Bundle Id | Unique key that identifies the app (e.g. iOS Bundle ID or Android App ID or Package name). This is usually in the following format: com.example.myapp |
| adunit | Ad Unit | Valid values; vastlinear (only supported on the /vast endpoint), vastnonlinear (only supported on the /vast endpoint). |
| cc | Container Capability | Indicates the container capabilities for the vidoe ad request. VAST and/or VPAID support, including supported version, should be communicated: e.g. cc=vast2.0&cc=vpaid1.0 |
| videoPlacement | Video Placement | Allowed values: stream, banner, article, feed, floating
|
| vph | Video Player Height | The video player height. Example value: 200. |
| vpw | Video Player Width | The video player width. Example value: 300. |
Optional Parameters
If your application/platform captures accurate location or advertiser ids, passing this data on the request can greatly increase the monetization of your inventory. Simply insert the parameters you wish to pass in the request in your ad tag as show below. Your account manager will create a custom tag for your specific integration.
| Parameter | Name | Description |
|---|---|---|
| ll | Lat/Long (Encoded) | Latitude and longitude of the user, encoded. The location of the user at the time of the advertising request. Availability of this parameter is, of course, platform- dependent and optional. It must be excluded if the user does not consent to provide location information in some manner. However, if location is available, it should be included. The parameter name is two lower-case Ls, and is encoded in a special format (described later in this document). The location's resolution does not have to be particularly precise, however a minimum target of 3km is recommended. Also, for a particular user session, it's sufficient to obtain the location only once. I.e., location does not need to be looked-up for every ad request during a session. Please pass the most accurate location known, which is generally GPS data pulled from the device. |
| lat | Latitude | Latitude location of the user making the ad request. Note the "ll" parameter is the preferred method in which to supply geolocation information. Please pass the most accurate location known, which is generally GPS data pulled from the device. |
| long | Longitude | Longitude location of the user making the ad request. Please pass the most accurate location known, which is generally GPS data pulled from the device. |
| latlong | Lat/Long (Plain-text) | Latitude and longitude of the user, plain text. The value of this parameter should adhere to the format <latitude>,<longitude>. The data supplied here should adhere to the same rules as the above lat/long parameters, this is simply a convient method of providing location for those integrations where it is not possible to split the lat/long into separate parameters. |
| hwmdl | Hardware Model | Manufacturer's designation for the device hardware model. At present, this should only be populated for iOS using the "hw.model" sysctl. For example, the GSM iPhone 4 would use the value "N90AP". Refer to the internal name designed in this list: https://theiphonewiki.com/wiki/Models On iOS, this parameter is preferred to the "model" parameter, but should be omitted if the information is unavailable. |
| duration | Duration | Specifies the duration in seconds of the ad you want returned. Valid values: 15 Second Video: "15” or 30 Second Video: “30”, etc. |
| appver | App Version | This is the current version number of your app |
Additional Video Parameters
In addition to the relavant parameters above (location/device/supply/etc), the following parameters may be used to further filter the potential demand to be requested.
Note: previously, the size parameter was used to define the duration. It has now been separated into a new field, 'duration'. Duration passed in the size parameter will still be honored, but this is less favorable than using the duration parameter.
Many of the parameters defined here have been derived from the OpenRTB specification.
| Parameter | Name | Type | Examples | Required? | Default Value | Description |
|---|---|---|---|---|---|---|
| minDuration | Minimum Duration | integer (seconds) | 15 | no | any | The minimum length (in seconds) of the advertisement requested. |
| maxDuration | Maximum Duration | integer (seconds) | 60 | no | any | The maximum length (in seconds) of the advertisement requested. |
| videoMime | Video Mime Type | string | video/mp4 | no | video/mp4 | The mime type allowed for video delivery (e.g.: video/mp4, video/x-flv) |
| deliveryType | Delivery Type | String | progressive | no | progressive | Supported delivery methods. Allowed values: progressive, streaming, download |
| skip | Allow Skip | boolean (true|false) | true | no | false | Indicates if the player will allow the video to be skipped. |
| skipMin | Skip Minimum Seconds | integer (seconds) | 10 | no | 0 | Videos of total duration greater than this number of seconds can be skippable; only applicable if the ad is skippable |
| skipAfter | Skip After Seconds | integer (seconds) | 10 | no | 0 | Number of seconds a video must play before skipping is enabled; only applicable if the ad is skippable. |
| startDelay | Start Delay Seconds | integer (seconds) | 10 | no | 0 | Indicates the start delay in seconds for pre-roll, mid-roll, or post-roll ad placements. 0 is pre-roll >0 is Mid-Roll (value indicates start delay in second) |
| boxingAllowed | Letterboxing Allowed | boolean (true|false) | false | no | true | Indicates if letter-boxing of 4:3 content into a 16:9 window is allowed |
| autoPlay | Auto Play | boolean (true|false) | true | no | any | Indicates if the video is allowed to auto play |
| audioOnStart | Audio On Start | boolean (true|false) | true | no | any | Indicates if the video's audio is allowed to be on when starting |
Creative Capability
Creative capability may now be used to define the version of vast/vpaid that the requester may need, and this can be passed via the creative capablity paramter. Multiple creative capability query parameters may be passed.
Allowed values for the creative capability parameter (cc) include: vast1.0, vast2.0, vast3.0, vpaid1.0, vpaid2.0
For example, a player that is capable of rendering a vpaid 1.0 creative delivered via vast would build a request with the following: cc=vast2.0&cc=vpaid1.0
This integration only supports vpaid delivery over javascript.
User Data
The "ei" (extra information) parameter is used to pass unique ad-hoc user data on ad request to AdCel.
| Value | Description |
|---|---|
| age | Integer age of user |
| gender | User gender. Acceptable values include "m", "f", "male", or "female" |
| l | Language of the user. Acceptable values are "en" (English) and "es" (Spanish) |
The ei parameter is a semi-colon separated list of values. For example, "ei=age=21;gender=f".
Location Encoding
In order to both economize data transfer and obfuscate user-specific location information otherwise transferred in plain-text, the latitude and longitude parameter (“ll”) may be encoded using a method derived from that used by Google Maps. This method takes the pair of signed floats and encodes them into a single ASCII string. The method can be described as follows:
- Multiply both values by 100000 and convert the result to an integer. (Note that this truncates the precision to 5 decimal places.)
- Shift the value left by one bit.
- Invert negative numbers.
- Split the value into 5-bit sections, starting from the right.
- Reverse the order of the sections.
- Bitwise OR each value with 0x20 if another bit chunk follows.
- Add 0x3F (ASCII '?') to each value.
- Convert each value to its ASCII equivalent.
- Translate reserved URL characters to ASCII 0 to 9 (see sample code in the appendix).
An example of this encoding is:
Server-side Requests
Frequently, an ad request must be resolved “server-side” on behalf of the mobile device. This is typically because an AdCel response cannot be handled directly by a mobile browser. However, server-side requests should be avoided where possible, such as when developing mobile client applications.
Ultimately, the AdCel advertisement request needs to mimic a request from the actual device as much as possible. Both AdCel and the ad networks with which it integrates depend upon a number of request characteristics -- the device’s IP address and HTTP request headers, in particular -- to properly target and control ad delivery. When server\- side requests are not implemented properly, some of these characteristics are lost and ad targeting becomes less effective.
Both mobile devices and carriers add meaningful HTTP request headers that help identify the device, the device’s capabilities, the carrier, and, on occasion, the mobile subscriber. To the fullest extent possible, the server making an AdCel request should mimic these headers.
For example, the server receives a request from a mobile device for a mobile website page. The server should store the headers included in this request. When the server is generating its request of AdCel for a mobile advertisement, with three exceptions, it should populate the ad request with the headers from the original mobile device page request. The three headers it should not include in the AdCel request are: "Connection", "Host", and "X-Forward-For".
Examples of headers that are meaningful for ad targeting include: "Accept", "Accept-Encoding", "Accept-Language", "msisdn", "Referer", "User-Agent", and "x-up-subno".
Similarly, the server must pass through the mobile device's IP address via the AdCel request’s "ip" GET parameter.
To summarize:
- Ideally, the server will include all original page request headers in the AdCelrequest except “Connection”, “Host”, and “X-Forwarded-For”. The minimum requirement is that “User-Agent” is included with the device’s user agent string.
- The server must include the device’s IP address in the AdCel request’s "ip" GET parameter.
- If Google AdSense ads are or might be used in the implementation, the AdCel reqeust’s “ou” GET parameter must be populated with the encoded URL of the mobile page request.
Ad Responses
At present, AdCel supports a single, XML-formatted response type. The requester must parse this response to extract the information necessary to display the returned advertisement.
In its most basic form, a successful ad response includes:
- A URL to a banner image, appropriately sized for the mobile device;
- A response, or "clickthrough", URL that sends the user to a mobile landing page for the advertisement.
- Alternate and "lead-in" text for the advertisement.
- Optionally, an audit, or tracking, image URL. Frequently, an ad network will include this 3rd-party URL in order to allow independent auditing of advertisement delivery. These URLs ordinarily return a 1x1 transparent GIF image.
- Optionally, a snippet of "raw" HTML that should be used to display the advertisement. Some ad networks require that the mobile browser display the advertisement in a particular way. Google AdSense for Mobile is currently the only ad network using this feature.
A successful ad request will have an HTTP status code of 200 for its response. A non-200 status code should be treated as an error and the response body discarded. Thefollowing sections provide examples of successful ad responses.
No Ad Available
When no advertisement is available for the request, AdCel simply returns an empty response. Note, however, that the response is still considered "successful" and will have an HTTP status code of 200. The "Content-Type" header is "text/plain".
There are, of course, many reasons why an ad may not be available for a given request. For example, active campaigns may not be targeted to match the parameter values passed in for the request or campaigns may be "paced" to control the rate at which they’re delivered.
Sample Ad Response With Tracking Image
The following XML example is of an advertisement that includes a tracking image. This XML is presented in the response body, with a "Content-Type" of "application/xml".
Sample Raw HTML Ad Response
AdCel will include raw HTML as CDATA values in the XML response for ad networks that have specific advertisement display requirements. Google AdSense for Mobile is the only ad network for which such responses are generated at present. However, the AdCel implementation should attempt to support this response type even if Google AdSense is not expected to be used for the target sites or applications as other ad networks may require this feature.
Occasionally, the raw HTML will contain a CDATA section of its own. In this case, the HTML data are escaped within the response element’s CDATA section (using character entity references), setting the attribute “escapedHtml” to “true”. If this attribute is omitted or “false”, the content of the response element’s CDATA section is escaped for XML only.
This response type is only applicable to mobile websites; implementation is not required for mobile client applications.
Note that, frequently, the raw HTML will be nothing more than an HTML comment. It is still necessary to include this comment in the page, as the ad network will crawl the mobile site to confirm that its specified HTML is presented verbatim. Following is an example response that includes such a comment:
This next example is of an actual ad that should be displayed using the raw HTML:
Sample Ad Response Without Tracking Image
Ad campaigns that do not require 3rd-party impression auditing won’t have a tracking image URL in their responses. The following example is of such an advertisement:
Ad Display
Mobile Websites
Verve Wireless, as a member of the Mobile Marketing Association, strives to conform to MMA guidelines for all its mobile advertising activities. Consequently, any mobile website integration with AdCel should display returned advertisements according to these guidelines. The MMA’s "Mobile Advertising Guidelines" document is available from: http://mmaglobal.com/mobileadvertising.pdf
Ad responses that include the raw HTML for advertisement display should be straightforward: simply include the contents of the CDATA value in the page.
Positioning of the ad should, of course, match the value passed in for the "pos" parameter in the request (defaulting to the top of the page).
The following screenshot is of a top-positioned banner. Note how it is placed between the masthead and news content.
|
The screenshot uses the media.image_url, media.image_alt, clickthrough.url, and tracking.tracking_image_url elements of the AdCel response. Following is sample HTML code for generating the result shown in the screenshot:
If tracking.tracking_image_url is not available or is empty, its “img” tag should not be included in the advertisement URL.
The copy.leadin element -- also known as a “text tagline” -- of the response is primarily a legacy device used to ensure that the advertisement is displayed on older mobile browsers that allowed the user to turn off graphics downloads. Lead-in text is typically displayed as centered immediately beneath the banner image and is clickable, linking to the value provided in the clickthrough.url element. Unless lead-in text is desired or appropriate for the page on which the ad will be displayed, it can be safely ignored.
As an aside, understand that, in general, the browser should never cache either the tracking or the banner images. Informing the browser of this requirement is the responsibility of the ad network hosting these images through expiration\- or cache-related HTTP headers or “cache busting” values in the URLs. Browser caching of these images can lead to impression underreporting.
Mobile Client Applications
At present, there are no firm guidelines for display advertisements in mobile client applications. To a large degree, the capabilities, user interface conventions, and user expectations of a given mobile platform (e.g., iPhone, BlackBerry, Windows Mobile, etc.) will dictate how ads should be presented.
However, there are a few guidelines with respect to AdCel integration within mobile client applications:
- The application must not cache the media.image_url nor tracking.tracking_image_url images. These images must be downloaded anew each time the ad is displayed.
- The tracking.tracking_image_url image does not need to be displayed; the only requirement for it is that the application issue a GET request for the image at the time the advertisement is displayed. The image returned can be safely discarded.
- Where possible, the application should render the ad using a platform facility that provides full Web browser capabilities (e.g., the iPhone’s “webview”). Though it is acceptable to display the banner image “manually,” using normal browser rendering is a more robust solution: it avoids problems with unexpected image formats such as animated GIFs and allows more flexibility for future ad units.
- The raw HTML (rawResponse element) portion of the AdCel response does not need to be implemented in mobile client applications.
- The response URL (clickthrough.url element) should be handled in such a fashion that allows mobile platform-specific URLs to behave as intended. For example, the iPhone allows URLs to link to specific applications within the iPhone App Store; responses for such URLs should take the user to the App Store. Likewise, the application should properly handle URLs that, e.g., open a mapping application, dial a number, or send an SMS. (One complication with this requirement is that the clickthrough.url value is typically not the final destination. It is common for response URLs to be proxied (using 302 redirects) in order to count ad responses.)
- It is never acceptable to delay the display of a user-requested page of content while waiting on an advertisement. Any failure or delay on the part of AdCel to respond to an ad request must not prevent or delay content display.
- It is never acceptable to delay the display of a user-requested page of content while waiting on an advertisement. Any failure or delay on the part of AdCel to respond to an ad request must not prevent or delay content display.
- The page layout and rendering must accommodate the case when AdCel does not return an ad. This may be done by simply not displaying the ad unit or by displaying a placeholder (house) ad, but it is not acceptable to display a blank ad unit.
- At present, AdCel only supports “online” advertisement display, meaning the client application must have an active network connection in order to make ad requests at the time the ad is to be displayed. The client application must not pre-fetch or repeat advertisements for display in an offline scenario. When the application is offline, it should either display no advertisements or display placeholder (house) ads. No impression reporting facilities are available for counting offline ad placement, though full offline advertising support is planned for future release.
Appendices
Appendix A: Content Categories
| ID | Category |
|---|---|
| 1 | Automotive |
| 15 | Careers |
| 22 | Business |
| 24 | Arts and Entertainment |
| 32 | Arts and Entertainment::Television |
| 34 | Family and Parenting |
| 37 | Events |
| 40 | Movies |
| 44 | Hobbies and Interests |
| 52 | Food and Drink |
| 77 | Music |
| 83 | News and Information::International News |
| 84 | News and Information::Local |
| 86 | News and Information::National |
| 87 | News and Information::Regional |
| 93 | Style and Fashion |
| 97 | News and Information |
| 110 | Sports |
| 117 | Technology and Computing |
| 122 | Travel |
| 133 | Weather |
| 134 | Real Estate |
| 135 | Traffic |
| 136 | Front Page |
| 137 | Article Listing Page |
| 888 | Home Page |
| 999 | Unknown/Uncategorizable |
| 1000 | Arts and Entertainment::Books and Literature |
| 1001 | Arts and Entertainment::Celebrity Fan/Gossip |
| 1002 | Arts and Entertainment::Fine Art |
| 1003 | Arts and Entertainment::Humor |
| 1004 | Arts and Entertainment::Music |
| 1005 | Automotive::Auto Parts |
| 1006 | Automotive::Auto Repair |
| 1007 | Automotive::Buying/Selling Cars |
| 1008 | Automotive::Car Culture |
| 1009 | Automotive::Certified Pre-Owned |
| 1010 | Automotive::Convertible |
| 1011 | Automotive::Coupe |
?1012 | Automotive::Crossover |
1013 | Automotive::Diesel |
1014 | Automotive::Electric Vehicle |
1015 | Automotive::Hatchback |
1016 | Automotive::Hybrid |
1017 | Automotive::Luxury |
1018 | Automotive::Mini Van |
1019 | Automotive::Motorcycles |
1020 | Automotive::Off-Road Vehicles |
1021 | Automotive::Performance Vehicles |
1022 | Automotive::Pickup |
1023 | Automotive::Road-Side Assistance |
1024 | Automotive::Sedan |
1025 | Automotive::Trucks Accessories |
1026 | Automotive::Vintage Cars |
1027 | Automotive::Wagon |
1028 | Business::Advertising |
1029 | Business::Agriculture |
1030 | Business::Biotech/Biomedical |
1031 | Business::Business Software |
1032 | Business::Construction |
1033 | Business::Forestry |
1034 | Business::Government |
1035 | Business::Green Solutions |
1036 | Business::Human Resources |
1037 | Business::Logistics |
1038 | Business::Marketing |
1039 | Business::Metals |
1040 | Careers::Career Planning |
1041 | Careers::College |
1042 | Careers::Financial Aid |
1043 | Careers::Job Fairs |
1044 | Careers::Job Search |
1045 | Careers::Resume Writing/Advice |
1046 | Careers::Nursing |
1047 | Careers::Scholarships |
1048 | Careers::Telecommuting |
1049 | Careers::U.S. Military |
1050 | Careers::Career Advice |
1051 | Education |
1052 | Education::7-12 Education |
1053 | Education::Adult Education |
1054 | Education::Art History |
1055 | Education::College Administration |
1056 | Education::College Life |
1057 | Education::Distance Learning |
1058 | Education::English as a 2nd Language |
1059 | Education::Language Learning |
1060 | Education::Graduate School |
1061 | Education::Homeschooling |
1062 | Education::Homework/Study Tips |
1063 | Education::K-6 Educators |
1064 | Education::Private School |
1065 | Education::Special Education |
1066 | Education::Studying Business |
1067 | Family and Parenting::Adoption |
1068 | Family and Parenting::Babies and Toddlers |
1069 | Family and Parenting::Daycare/Pre School |
1070 | Family and Parenting::Family Internet |
1071 | Family and Parenting::Parenting - K-6 Kids |
1072 | Family and Parenting::Parenting Teens |
1073 | Family and Parenting::Pregnancy |
1074 | Family and Parenting::Special Needs Kids |
1075 | Family and Parenting::Eldercare |
1076 | Health and Fitness |
1077 | Health and Fitness::Exercise |
1078 | Health and Fitness::A.D.D. |
1079 | Health and Fitness::AIDS/HIV |
1080 | Health and Fitness::Allergies |
1081 | Health and Fitness::Alternative Medicine |
1082 | Health and Fitness::Arthritis |
1083 | Health and Fitness::Asthma |
1084 | Health and Fitness::Autism/PDD |
1085 | Health and Fitness::Bipolar Disorder |
1086 | Health and Fitness::Brain Tumor |
1087 | Health and Fitness::Cancer |
1088 | Health and Fitness::Cholesterol |
1089 | Health and Fitness::Chronic Fatigue Syndrome |
1090 | Health and Fitness::Chronic Pain |
1091 | Health and Fitness::Cold and Flu |
1092 | Health and Fitness::Deafness |
1093 | Health and Fitness::Dental Care |
1094 | Health and Fitness::Depression |
1095 | Health and Fitness::Dermatology |
1096 | Health and Fitness::Diabetes |
1097 | Health and Fitness::Epilepsy |
1098 | Health and Fitness::GERD/Acid Reflux |
1099 | Health and Fitness::Headaches/Migraines |
1100 | Health and Fitness::Heart Disease |
1101 | Health and Fitness::Herbs for Health |
1102 | Health and Fitness::Holistic Healing |
1103 | Health and Fitness::IBS/Crohn's Disease |
1104 | Health and Fitness::Incest/Abuse Support |
1105 | Health and Fitness::Incontinence |
1106 | Health and Fitness::Infertility |
1107 | Health and Fitness::Men's Health |
1108 | Health and Fitness::Nutrition |
1109 | Health and Fitness::Orthopedics |
1110 | Health and Fitness::Panic/Anxiety Disorders |
1111 | Health and Fitness::Pediatrics |
1112 | Health and Fitness::Physical Therapy |
1113 | Health and Fitness::Psychology/Psychiatry |
1114 | Health and Fitness::Senior Health |
1115 | Health and Fitness::Sexuality |
1116 | Health and Fitness::Sleep Disorders |
1117 | Health and Fitness::Smoking Cessation |
1118 | Health and Fitness::Substance Abuse |
1119 | Health and Fitness::Thyroid Disease |
1120 | Health and Fitness::Weight Loss |
1121 | Health and Fitness::Women's Health |
1122 | Food and Drink::American Cuisine |
1123 | Food and Drink::Barbecues and Grilling |
1124 | Food and Drink::Cajun/Creole |
1125 | Food and Drink::Chinese Cuisine |
1126 | Food and Drink::Cocktails/Beer |
1127 | Food and Drink::Coffee/Tea |
1128 | Food and Drink::Cuisine-Specific |
1129 | Food and Drink::Desserts and Baking |
1130 | Food and Drink::Dining Out |
1131 | Food and Drink::Food Allergies |
1132 | Food and Drink::French Cuislne |
1133 | Food and Drink::Health/LowFat Cooking |
1134 | Food and Drink::Italian Cuisine |
1135 | Food and Drink::Japanese Cuisine |
1136 | Food and Drink::Mexican Cuisine |
1137 | Food and Drink::Vegan |
1138 | Food and Drink::Vegetarian |
1139 | Food and Drink::Wine |
1140 | Hobbies and Interests::Arts/Technology |
1141 | Hobbies and Interests::Arts and Crafts |
1142 | Hobbies and Interests::Beadwork |
1143 | Hobbies and Interests::Birdwatching |
1144 | Hobbies and Interests::Board Games/Puzzles |
1145 | Hobbies and Interests::Candle and Soap Making |
1146 | Hobbies and Interests::Card Games |
1147 | Hobbies and Interests::Chess |
1148 | Hobbies and Interests::Cigars |
1149 | Hobbies and Interests::Collecting |
1150 | Hobbies and Interests::Comic Books |
1151 | Hobbies and Interests::Drawing/Sketching |
1152 | Hobbies and Interests::Freelance Writing |
1153 | Hobbies and Interests::Genealogy |
1154 | Hobbies and Interests::Getting Publishing |
1155 | Hobbies and Interests::Guitar |
1156 | Hobbies and Interests::Home Recording |
1157 | Hobbies and Interests::Investors and Patents |
1158 | Hobbies and Interests::Jewelry Making |
1159 | Hobbies and Interests::Magic and Illusion |
1160 | Hobbies and Interests::Needlework |
1161 | Hobbies and Interests::Painting |
1162 | Hobbies and Interests::Photography |
1163 | Hobbies and Interests::Radio |
1164 | Hobbies and Interests::Roleplaying Games |
1165 | Hobbies and Interests::Sci-Fi and Fantasy |
1166 | Hobbies and Interests::Scrapbooking |
1167 | Hobbies and Interests::Screenwriting |
1168 | Hobbies and Interests::Stamps and Coins |
1169 | Hobbies and Interests::Video and Computer Games |
1170 | Hobbies and Interests::Woodworking |
1171 | Home and Garden |
1172 | Home and Garden::Appliances |
1173 | Home and Garden::Entertaining |
1174 | Home and Garden::Environmental Safety |
1175 | Home and Garden::Gardening |
1176 | Home and Garden::Home Repair |
1177 | Home and Garden::Home Theater |
1178 | Home and Garden::Interior Decorating |
1179 | Home and Garden::Landscaping |
1180 | Home and Garden::Remodeling and Construction |
1181 | Law Gov't and Politics |
1182 | Law Gov't and Politics::Immigration |
1183 | Law Gov't and Politics::Legal Issues |
1184 | Law Gov't and Politics::U.S. Government Resources |
1185 | Law Gov't and Politics::Politics |
1186 | Law Gov't and Politics::Commentary |
1187 | Personal Finance |
1188 | Personal Finance::Beginning Investing |
1189 | Personal Finance::Credit/Debt and Loans |
1190 | Personal Finance::Financial News |
1191 | Personal Finance::Financial Planning |
1192 | Personal Finance::Hedge Fund |
1193 | Personal Finance::Insurance |
1194 | Personal Finance::Investing |
1195 | Personal Finance::Mutual Funds |
1196 | Personal Finance::Options |
1197 | Personal Finance::Retirement Planning |
1198 | Personal Finance::Stocks |
1199 | Personal Finance::Tax Planning |
1200 | Society |
1201 | Society::Dating |
1202 | Society::Divorce Support |
1203 | Society::Gay Life |
1204 | Society::Marriage |
1205 | Society::Senior Living |
1206 | Society::Teens |
1207 | Society::Weddings |
1208 | Society::Ethnic Specific |
1209 | Science |
1210 | Science::Astrology |
1211 | Science::Biology |
1212 | Science::Chemistry |
1213 | Science::Geology |
1214 | Science::Paranormal Phenomena |
1215 | Science::Physics |
1216 | Science::Space/Astronomy |
1217 | Science::Geography |
1218 | Science::Botany |
1219 | Pets |
1220 | Pets::Aquariums |
1221 | Pets::Birds |
1222 | Pets::Cats |
1223 | Pets::Dogs |
1224 | Pets::Large Animals |
1225 | Pets::Reptiles |
1226 | Pets::Veterinary Medicine |
1227 | Sports::Auto Racing |
1228 | Sports::Baseball |
1229 | Sports::Bicycling |
1230 | Sports::Bodybuilding |
1231 | Sports::Boxing |
1232 | Sports::Canoeing/Kayaking |
1233 | Sports::Cheerleading |
1234 | Sports::Climbing |
1235 | Sports::Cricket |
1236 | Sports::Figure Skating |
1237 | Sports::Fly Fishing |
1238 | Sports::Football |
1239 | Sports::Freshwater Fishing |
1240 | Sports::Game and Fish |
1241 | Sports::Horse Racing |
1242 | Sports::Horses |
1243 | Sports::Hunting/Shooting |
1244 | Sports::Inline Skating |
1245 | Sports::Martial Arts |
1246 | Sports::Mountain Biking |
1247 | Sports::NASCAR Racing |
1248 | Sports::Olympics |
1249 | Sports::Paintball |
1250 | Sports::Power and Motorcycles |
1251 | Sports::Pro Basketball |
1252 | Sports::Pro Ice Hockey |
1253 | Sports::Rodeo |
1254 | Sports::Rugby |
1255 | Sports::Running/Jogging |
1256 | Sports::Sailing |
1257 | Sports::Saltwater Fishing |
1258 | Sports::Scuba Diving |
1259 | Sports::Skateboarding |
1260 | Sports::Skiing |
1261 | Sports::Snowboarding |
1262 | Sports::Surfing/Bodyboarding |
1263 | Sports::Swimming |
1264 | Sports::Table Tennis/Ping Pong |
1265 | Sports::Tennis |
1266 | Sports::Volleyball |
1267 | Sports::Walking |
1268 | Sports::Waterski/Wakeboard |
1269 | Sports::World Soccer |
1270 | Style and Fashion::Beauty |
1271 | Style and Fashion::Body Art |
1272 | Style and Fashion::Fashion |
1273 | Style and Fashion::Jewelry |
1274 | Style and Fashion::Clothing |
1275 | Style and Fashion::Accessories |
1276 | Technology and Computing::3-D Graphics |
1277 | Technology and Computing::Animation |
1278 | Technology and Computing::Antivius Software |
1279 | Technology and Computing::C/C++ |
1280 | Technology and Computing::Cameras and Camcorders |
1281 | Technology and Computing::Cell Phones |
1282 | Technology and Computing::Computer Certification |
1283 | Technology and Computing::Computer Networking |
1284 | Technology and Computing::Computer Peripherals |
1285 | Technology and Computing::Computer Reviews |
1286 | Technology and Computing::Data Centers |
1287 | Technology and Computing::Databases |
1288 | Technology and Computing::Desktop Publishing |
1289 | Technology and Computing::Desktop Video |
1290 | Technology and Computing::Email |
1291 | Technology and Computing::Graphics Software |
1292 | Technology and Computing::Home Video/DVD |
1293 | Technology and Computing::Internet Technology |
1294 | Technology and Computing::Java |
1295 | Technology and Computing::JavaScript |
1296 | Technology and Computing::Linux |
1297 | Technology and Computing::Mac OS |
1298 | Technology and Computing::Mac Support |
1299 | Technology and Computing::MP3/MIDI |
1300 | Technology and Computing::Net Conferencing |
1301 | Technology and Computing::Net for Beginners |
1302 | Technology and Computing::Network Security |
1303 | Technology and Computing::Palmtops/PDAs |
1304 | Technology and Computing::PC Support |
1305 | Technology and Computing::Portable Entertainment |
1306 | Technology and Computing::Shareware/Freeware |
1307 | Technology and Computing::Unix |
1308 | Technology and Computing::Visual Basic |
1309 | Technology and Computing::Web Clip Art |
1310 | Technology and Computing::Web Design/HTML |
1311 | Technology and Computing::Web Search |
1312 | Technology and Computing::Windows |
1313 | Travel::Adventure Travel |
1314 | Travel::Africa |
1315 | Travel::Air Travel |
1316 | Travel::Australia and New Zealand |
1317 | Travel::Bed and Breakfast |
1318 | Travel::Budget Travel |
1319 | Travel::Business Travel |
1320 | Travel::By US Locale |
1321 | Travel::Camping |
1322 | Travel::Canada |
1323 | Travel::Caribbean |
1324 | Travel::Cruises |
1325 | Travel::Eastern Europe |
1326 | Travel::Europe |
1327 | Travel::France |
1328 | Travel::Greece |
1329 | Travel::Honeymoons/Getaways |
1330 | Travel::Hotels |
1331 | Travel::Japan |
1332 | Travel::Mexico and Central America |
1333 | Travel::National Parks |
1334 | Travel::South America |
1335 | Travel::Spas |
1336 | Travel::Theme Parks |
1337 | Travel::Traveling with Kids |
1338 | Travel::United Kingdom |
1339 | Real Estate::Apartments |
1340 | Real Estate::Architects |
1341 | Real Estate::Buying/Selling Homes |
1342 | Shopping |
1343 | Shopping::Contests and Freebies |
1344 | Shopping::Couponing |
1345 | Shopping::Comparison Engines |
1346 | Religion and Spirituality |
1347 | Religion and Spirituality::Alternative Religions |
1348 | Religion and Spirituality::Atheism/Agnosticism |
1349 | Religion and Spirituality::Buddhism |
1350 | Religion and Spirituality::Catholicism |
1351 | Religion and Spirituality::Christianity |
1352 | Religion and Spirituality::Hinduism |
1353 | Religion and Spirituality::Islam |
1354 | Religion and Spirituality::Judaism |
1355 | Religion and Spirituality::Latter-Day Saints |
1356 | Religion and Spirituality::Pagan/Wiccan |
Appendix B: Sample Location Encoding
Following is a sample implementation of the method, in C/Objective-C. Note that the decoding functionality is also included for testing and verification purposes.
Appendix C: VAST event tracking
When adcel delivers a vastlinear adunit using the /vast endpoint, it will add the following "events" to the VAST creative:
Event tracker urls with the event name ('e') set to the following are added to 'Tracking' elements within the xpath: //Creatives/Creative/Linear/TrackingEvents
| Vast event attribute | Event Service event name ('e' value) |
|---|---|
| start | video0 |
| firstQuartile | video25 |
| midpoint | video50 |
| thirdQuartile | video75 |
| complete | video100 |
| pause | pause |
| resume | resume |
| mute | mute |
| unmute | unmute |
| acceptInvitation | acceptInvitation |
| close | close |
| skip | skip |
| collapse | collapse |
| expand | expand |
| fullscreen | fullscreen |
| rewind | rewind |
An event tracker url with the event name ('imp') is added to the document at the location //Impression
An event tracker url with the event name ('click') is added to the document at the location //Linear/VideoClicks as the value of a new ClickTracking element.
If the ad is retrieved from the DFP Ad Network (currently, the only Ad Network available for vast requests), the "google-delayed-impression" url is added to the document at the location //Impression.
example response:
this example response is based upon the input creative: