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Account setup guide for publishers (sites/apps & ad tags)

Use the steps and guidelines below to set up publisher accounts in the PubMatic UI. For bulk uploads, see Bulk uploading sites, ad tags, and domains.

Default sites & ad tags

OpenRTB and wrapper accounts are automatically configured with default sites and tags. This expedites the account set up, reduces the impressions that are passed back due to missing site and/or tag configuration, and means customers can start monetizing impressions immediately.

About default sites and tags:

  • PubMatic creates default web, Android, iOS, and CTV sites, each configured with a banner, video and native ad tag during the account setup process (see images below). 
  • Publishers should configure their own sites and tags, in addition to the defaults, for more granular reporting.
  • Default sites and ad tags can't be edited or deleted.
  • Ad tags can't be created for default site.

Create sites, apps & ad tags

Adding sites and apps in PubMatic greatly enhances the granularity of reporting for publishers. Apps are added for mobile applications and sites are often created for different areas of a website (for example, the home page and subpages for news, entertainment, etc.) Ad tags contain the size, type, relative location and other parameters that define the inventory a publisher wants to display on the site or app.

Ad tags are associated with specific sites or apps. Add your site or app before creating an associated ad tag. 
Create a site Create an app Create an ad tag

Edit sites/apps, ad tags, and network mapping

Default sites and ad tags can't be edited or deleted.

Edit either an individual site/app or ad tag, or select more than one to take bulk action. (Editing Ad Network Mapping can only be done for individual sites/apps.) Use the ellipsis  in the appropriate row to edit individually or the ellipsis in the header row for bulk actions.

  1. Individual edit


  1. Bulk edit


  1. Download ad tags and ad codes

  2. To download an individual ad tag code, click the ellipsis button and select Download Ad Tag Code from the menu. A text file will automatically download.
  3. To download all ad tags (listed in a CSV file) or all ad tag codes (in a text file) from the table header.
The JavaScript, Iframe, and HTML ad tags for Desktop and Mobile Banner ads now contain the kadGdpr and kadGdprConsent fields, while the Desktop and Mobile Video ad tags will contain the gdpr and gdpr_consent fields. 

If the kadGdpr or gdpr field is set to 1, then it indicates that the given impression must be subjected to the GDPR compliance process. If set to 0, then the given impression is not GDPR compliant and will be processed as usual. 

The kadGdprConsent and gdpr_consent fields should contain the visitor’s GDPR consent data; that is, whether they have provided their consent for being targeted or not.

Ad network addition & mapping

If you are working with an Ad Network, use these instructions to add them to the PubMatic system.

  1. Select Inventory > Ad Networks and Placements from the main navigation.
  2. Select Link Ad Network.
  3. Select Filters to expand the section, enter the name of your Ad Network in the Find box and choose Go to search for it.
  4. Once the Ad Network is located click Create Placement.
  5. Complete the Add Placement details and edit the auto-populated name, if required, and choose  Save Placement or Save and Add Another Placement.

Mapping ad network placements to an ad tag

  1. Select Inventory > Sites & Tags from the main navigation.
  2. Select the ellipsis button  next to the ad tag you want to map to a placement.
  3. Select Edit Ad Network Mapping.
  4. Select the Select Ad Networks button.
  5. Select the desired Ad Network. Then select the Placement it is associated with and choose  Save.

    (The placement should be added to the list of mapped placements.)

  6. Select  SaveThe Ad Network Placement is now successfully mapped to the Ad Tag.

You can also confirm the mapping is successful by using View Placements on the Ad Tags page.

Passback management

The process to add passback tags is similar to adding Ad Network tags.

Apps with MoPub ad server

Passback selection is not required for pure tag-based publishers for a combination of apps and the MoPub Mobile ad server because MoPub passbacks are automatically linked internally.

There are two ways to add passbacks:

1) While creating a new ad tag:

2) Add a passback Ad Network variant followed by the passback tags as placements. You can further map those placements to the respective ad tags.

Passback ad network mapping is mandatory for tag-based accounts, but optional for API and ORTB accounts.

Brand control: blocklist manager

Blocklist Manager helps you avoid the display of unwanted creative to your visitors by blocking the advertiser, advertiser category, domain URL and/or creative attributes. Blocklist Manager enables you to view the domain URLs for an advertiser and block/unblock accordingly.

For instructions and best practices for using Blocklist Manager, refer to the following documentation in the Marketplace Quality section of the community:

  1. Blocking an Advertiser, Category or Domain
  2. Blocking & Managing URLs Using Keywords
  3. Blocking a Domain URL
  4. Exporting a Blocklist Report
  5. Schedule Delivery of a Blocklist Report
  6. Blocklist Alerts

Allowlisting advertisers

The Allowlisting feature must be enabled on your account. If you would like to enable allowlisting for your account, contact your Customer Success Manager or Customer Success Operations, Manager. The Allowlist Manager enables the display of specific creative to visitors by allowlisting URLs, advertisers or advertiser categories. The Allowlist Manager displays the advertiser URL for you to enable or disable for allowlisting. This process facilitates a safe and time-saving allowlisting of URLs within the PubMatic interface. 

Using the allowlisting feature, you can:

  1. Allowlist domain URL, advertiser, or advertiser category for all sites or select just a single, specific site.
  2. View available domain URLs for allowlisting and apply/revoke the allowlist as needed. Note: if you revoke the allowllist for a website, the blocklist configuration will be applicable for your inventory.
  3. View, schedule, download, and email allowlisted advertiser categories, advertiser and domain URLs for all or any specific sites.
  4. Apply/Revoke allowlist for a site

To apply or revoke an allowlist for a site, click the vertical ellipsis   to the left of the site you want to affect and select Apply allowlist or Revoke allowlist. The allowlist status will display in the Allowlist column. 


For additional instructions and best practices for using Allowlist Manager, refer to the Allowlist Manager documentation in the  Marketplace Quality of the community.

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