This article describes how to enable third party measurement, insights, and analytics from trusted vendors.
What are impression pixels, and do I need to use them?
Impression pixels are 1x1 tags that your brand may choose to use to facilitate measurement, insights, or reporting for trusted partners. They fire when an ad impression happens, relaying information back to your measurement or reporting partner to power their solution.
They are not required for any campaigns.
What types of impression pixels can I use?
We accept only 1x1 impression tags. We do not accept click tags, quartile/video-complete tags, VAST/VPAID tags, or other variations of third-party tagging technology. Use of third-party impression tags is subject to the Ads Manager Terms.
Find our list of approved partners that can provide impression tags here.
Where and how do I apply my impression tags?
Impression tags are applied at the creative level and can be added to (or removed from) any creative at any time.
To add an impression tag to your creative:
Open your campaign
Navigate to the Creative section and click “Add creative”
Choose your desired ad (video ad or action ad), continue to the upload screen, and upload your video ad.
If you’d like to add an impression tag to an existing creative, simply select that creative on your campaign or from within your creative library.
After your video has been uploaded, select “Tracking Settings.”
Add in your impression tag with appropriate macros (more below on macros). Note that:
Impression tags must be secure (HTTPS). Unsecure tags (HTTP) will be rejected
Impression tags must not contain spaces
You may add up to 20 unique tracking tags to a creative
Submit your new creative for review, or save your existing creative with its newly added impression tracker.
NOTE: Impression tags are saved at the creative level. Creatives with saved impression tags can be found in your creative library and can be adjusted any time. Keep this in mind when using the same video ad across different campaigns.
NOTE: Cloning video ads – or campaigns with video ads – that have impression tags will also carry the impression tag to the cloned ads.
Supported Macros for Impression Tags
Below is a list of macros that can be added to impression tags.
Available for all creatives
[[[ADVERTISERID]]]: The UID for your advertiser
[[[CAMPAIGNID]]]: The UID of the campaign
[[[CREATIVEID]]]: The encoded UID of your creative
This macro will be base64 encoded. To get to the original ID, you will need to decode it via base64. Please refer here for a free decoding service (www.base64encode.org/).
[[[CREATIVEID_URL]]]: The non-encoded UID of your creative
[[[DEVICE_IP]]]: Used to pass the Device IP from the Open RTB Bid Request.
Only an IPV4 IP will be sent
When a device level opts out (LMT=1) or geographic privacy regulations do not allow for sharing of the IP, the result of the macro will yield "0.0.0.0"
Cachebusters
[[[CACHEBUSTER]]]: A cachebuster that can be numeric or a longer alphanumeric, depending on the specific creative type.
[[[TIMESTAMP]]]: A short, numeric cachebuster, the number of seconds since January 1, 1970. This is the recommended cachebuster for video creatives.
Geography
[[[COUNTRY]]]: Country in which the impression served
[[[METRO_CODE]]]: The Designated Market Area within the United States in which the impression served
[[[POSTAL_CODE]]]: The postal code in which the impression served (where available)
Approved Partners
Below is a list of approved partners who offer impression tags, along with their domains. Only tags from these providers with these domains will be accepted:
Provider | Domain |
Aarki | aarki.net |
Adform | adform.net, adformdsp.net |
AJain | ap.aJainplatform.io |
Attain | attainplatform.io |
Brightline | events.brightline.tv |
Clinch | realtime.clinch.co, trk.clinch.co, cdn.clinch.co, img-cdn.clinch.co, cdn-dynimg.clinch.co, cdn-dynaud.clinch.co, dv.clinch.co |
ComScore Brand Lift | scorecardresearch.com |
Cuebiq | in.cuebiq.com, com.cuebiq.cuebiqsdk |
Data + Math | p.tvpixel.com |
DCM | doubleclick.net, googlesyndication.com, 2mdn.net |
Disqo | track.activemetering.com |
Doubleverify | doubleverify.com |
DV | vtrk.dv.tech |
Dynata | researchnow.com |
EDO | lighthouse.edoinc.com |
Extreme Reach | gcs.extremereach.io, cdn1.extremereach.io, beacons2.extremereach.io, d1i5nxchbqysi4.cloudfront.net, beacons.extremereach.io, cdn2.extremereach.io |
Eye Return | eyereturn.com |
Flashtalking | flashtalking.com |
Foursquare | foursquare.com |
Google analytics | google-analytics.com |
IAS | vast.adsafeprotected.com, video.adsafeprotected.com, unified.adsafeprotected.com, fw.adsafeprotected.com, iasds01.com |
InMarket | ninthdecimal.com |
Innovid | innovid.com |
iSpot | ispot.tv |
Kantar Millward Brown | secure.insightexpressai.com |
Kochava Web SDK | adsmeasurement.com |
Lucid | lucid.com, sampli.cio.us |
Marketcast | imtwjwoasak.com |
MetrixLab | macromill.com |
Moat | moatads.com |
Nielsen | imrworldwide.com |
Ninth Decimal | ninthdecimal.com |
Placed | p.placed.com |
Research Now SSI | adv.researchnow.co.uk, ssi.go2cloud.org, researchnow.com |
Samba | pixel.mtrcs.samba.tv |
Samplicio/Lucid/Federated Sample | samplicio.us |
ScorecardResearch (comScore) | scorecardresearch.com |
Sizmek | serving-sys.com |
tapclicks | macromill.com |
TVSquared | tvsquared.com |
Upwave/Survata | survata.com |
VideoAmp | videoamp.com |
White Ops | adnxtr.com, edgexads.com |
NOTE: If you have an impression tag that is not on the approved list, reach out to adsmanagersupport@roku.com to request adding a new approved vendor.