OpenWrap Profile Management

Profile defines a collection of inventory units that have the same configuration settings.

For example:

A website’s homepage may have different requirements than its subpages based on user behavior. Users tend to spend little time on a home page of a site, instead, they use it to transition to other subpages where they spend more time digesting content. This may result in different latency requirements for the home page than its subpages. You can configure separate profiles in PubMatic to optimize different latency requirements. 

In the Profile Management tab you can:

  • create a new profile
  • edit an existing profile
  • modify the profile name 
  • create a new version of an existing profile
  • map ad units

 Instructions for all are detailed below.

Create a profile

Add a new profile to OpenWrap when you have a collection of inventory that shares similar configuration settings. Follow these steps to create a new profile. 

  1. Login to the PubMatic UI portal with your account credentials. If you're unsure of your account credentials, contact your account manager for assistance.
  2. From the main navigation, select Inventory > OpenWrap > Profile Management. Click Create Profile
  3. Select OpenWrap (or, create an Identity profile). 

  4. Enter a Profile Name and select the Platform type for this profile. 

  5. Follow the platform-specific instructions below:

Select Web for all content types on the web, including video.

Select Mobile In-App when using the OpenWrap in-app SDK.

Web AMP OTT/CTV Mobile in-app

Manage a profile

To view a list of your profiles, click the Profile Management in the OpenWrap screen.

The actions you can perform are different depending on the profile versions.

ActionsProfile versionSteps to follow

AllIn the Profile Management screen, click the profile name you want to change then click on the profile name again to change it.


In the Profile Management screen, clickthen select an action from the list.


In the Profile Management screen, clickthen select an action from the list.


In the Profile Management screen, clickthen select an action from the list.

Map ad units

After adding a new profile or creating a new profile version with additional partners, you need to create and upload a mapping file for each partner. The mapping process allows the wrapper tag to include a partner-specific identifier that allows each partner to understand which ad unit is generating the impression (for example, PubMatic requires a site id and ad tag id in the ad call). Partners use this information to apply various settings in their own platform, such as floor price and demand sources.

For MCM ad units:

You must escape the ad unit name using straight double quotes (for example, "adunit1,adunit2"). Use a simple text editor to add the quotes, because Excel doesn't always add escape characters to a CSV file in the correct format.

  1. In the OpenWrap page, go to the Profile Management tab > choose the profile from the Select Profile drop-down menu > click the Actions menu to the left of the Version you want to map the ad units for > select Mad Ad Units.
  2. Select the template type from the menu. 
  3. In the Actions column, select Download Template. Templates are CSV files, and each template is specific to the template type you've chosen.
  4. Complete the template then go back to the Actions column and select Upload Mapping


It is best practice to keep the file size to 500kb or less. If the file size does exceed this threshold, a warning "!" may appear to indicate that the size may cause latency, however, monetization is not affected. You may split partner mappings across multiple profiles to reduce the file size.  

Template types

A mapping file needs to be uploaded for each partner. The template type below refers to the on-page information that the wrapper looks for in runtime and then maps to the partner-specific ids uploaded in the mapping file. There are several template type choices below as mentioned.

Template Type


Ad Unit Name + Size

The AD Unit Code of the slot defined for GPT; for example, /12345/Adunit1/Adunit2/

Size will be Width x Height

Div ID + Size

The Div ID on the page

Size is specified as Width x Height

SizeMapping is only for sizes; that is, for a particular size across all inventory, the same partner tag id/ad unit will be called.

Regex matching allows publisher to have one mapping apply to multiple ad units or divs, which eliminates the need to map every ad unit or div individually.

Regex mapping

Regex matching allows publishers to group mappings, which eliminates the need to explicitly mention a partner-specific identifier for each ad unit or div. So if you have two ad unit names on a page and you want to map both of them to same AppNexus placement ID or same PubMatic ad tag, you can use a Regex expression to group these two ad units.

Regex mapping example

To group AdUnit1 and AdUnit2:

Use the Regex expression: ^(AdUnit)(1|2)

The result is a single entry for AdUnit1 and AdUnit2 

Regex is supported for Display, In-App & AMP profiles:

  • For Display, there’s matching against both the DivId & Ad Unit fields. In other types of mappings, it’s either DivId or Ad Unit.
  • For AMP & In-App, the DivId field is ignored, but the user does need to include a value in the column to upload. We recommend using this value: .* This regex matches anything.

While OpenWrap supports the full set of regular expressions, we recommend against using very complex Regex structures such back references, lookahead & lookbehind.

To learn more about building regular expressions:

Ad unit configuration

OpenWrap allows you to manage ad unit configuration for a profile. Ad unit configuration is available for Display (including Native), In-app, ad Video platforms. For more information, refer to VAST bidder tag management documentation.

Synchronous and asynchronous tags

OpenWrap provides options to generate both synchronous and asynchronous wrapper tags. Synchronous and asynchronous tags determine how the wrapper (and not the underlying header tags), loads on the page.

In the synchronous version, the publisher doesn’t have to delay gpt.js load explicitly to ensure pubmatic pwt.js loads before it (pwt.js still needs to load before gpt.js)

All partner calls occur asynchronously in parallel.

On-page Integration

  1. Select DFP for the Ad Server Type.
  2. Select either Synchronous or Asynchronous for Wrapper Tag Type.
  3. Copy the code from the editable portion of the Document Layout section.
  4. Paste the code into the <head> section of the relevant pages or tag management solution.

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