HTML Impression + Click Tracking Tags

Medialets Support -

Description: The Servo HTML Impression + Click Tracking Tag enables tracking for advertisements that are not served through Servo. Each tracking tag is comprised of an anchor tag (<a href=) element to track clicks and an image source (<img src=) to track impressions. It is common practice for a 1st party ad server to require each component be tracked separately. This is acceptable, but the RANDOM value must match across the impression and click.

Campaign Reports include: Impressions, Clicks

Inventory Partner Implementation Notes:

  • When copying and pasting Servo ad tags provided in an Excel document, please copy and paste the tag from within the cell. Copying and pasting the whole cell will result in double quotation marks, which will cause errors.
  • It is common practice to extract the <img src= URL (in double quotes in the example below) from the code block and paste this directly into the first party ad server. This is an acceptable practice and will not affect Servo’s ability to properly track impressions.
  • The Servo click URL should be copied, in its entirety, and then implemented as the click through URL in your 1st party ad server.



impunique: All RANDOM instances must be replaced with your cachebuster macro. For Servo to properly track impressions and clicks, the value of RANDOM must be the same across impression and click. Failure to use matching values across each component of the tag will result in reporting discrepancies. A truly unique string is strongly preferred (Timestamp based values are not supported). If this value will not match, a separate impression and click tracker must be issued.
ex & site fields: These two fields are optional. This is where you can add your Inventory Partner exchange tracking macro and/or your Inventory Partner site tracking macro.
osdevid & osoptout fields: These two fields are where you add your Device ID (IDFA/AAID/GAID) and OptOut macros. If your device ID macro will not populate a device ID when a user opts out of being tracked, your opt out macro isn't necessary.
pubimpid: This is where you add your Inventory Partner impression ID macro.
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