How do I enable Site Source targeting?

What is site source?

Site source allows the publisher to pass custom values of their choosing (1st party data) into the ad server that can be used for targeting banners (note. it is not currently possible to report on site source alone, a work around is outlined later in this doc.).

Step 1: Enabling source In the UI

When site source is enabled, the invocation code will feature the following place holder: “source”:”INSERT_SOURCE_HERE”.

“Source” is the key for the ad server to identify the value they are passing and must not be changed, INSERT_SOURCE_HERE is the section that is to be replaced by the publisher to pass their chosen values.

Step 2: Inserting the values into the invocation code

It is up to the publisher what they want to pass through and also how they want to do it. There are two common uses for site source that will now be explained:

Site channel categorisation

The publisher might want one set of tags for the whole site but still target ads to specific areas of the site. We would recommend just having separate ad units and only link the specific banners to the necessary ad units, but if for whatever reason this is not possible categorisation can be achieved using site-source.

The values can be hard coded into the tag before it is coded on to the site. This an example of one from a publisher: 


Keyword Targeting

The publisher may want to target against search terms entered by the user. As this value comes from the user and not the page the publisher may want to pass this value dynamically (i.e. not hard coding it into the tag). It is up to the publisher to get these values passed into the tag. However we would recommend that these are formatted as follows:


In either case when targeting in the ad server using the "|" will allow you to ensure you are only targeting the values that you want. When you target you will be limiting the delivery to only when the source contains the desired value. In the above example targeting to site source contains tag:drum| would display the banner only when the "drum" keyword is passed and not "drumandbass" keyword.

Step 3: how to target (in the UI)

Targeting in the UI is applied like all other limitations, at banner/ad unit level.

  • From the list of available limitations select site – source.
  • Then select if you want to target only to the value or exclude it.
  • Then enter the value to target against. In the above example a key:value pair is used,  we may want to target either one of two vales; for example tag:guitar| OR tag:music|

Step 4: How is site source entered into the new tag?

Please see the example below:

<script> (__scads = window.__scads || []).push({"z":7910, "source": "category:cats","rct":"INSERT_CLICK_TRACKING_HERE","targetId":"switch_placeholder_76f9e02dd41ec8c5a592f5391552cf7e","domain":"","width":"0","height":"0"}); </script>


Work around for reporting.

In order to get accurate reporting on the distribution of banners by site-source we would need to set up separate banners for each site-source limitation combination. Meaning if like above you had two a banner that could deliver to one of multiple different site-source combinations you would need to set up a new banner for each combination. So for the above, you would have one banner for guitar, and a separate banner for music. Breaking down the campaign report by banner will allow you to see which site-source the campaign is delivering against.