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 and 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.

  • 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, and 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 new site

If you have multiple sites to add, see Bulk uploading sites, ad tags, and domains

  1. Select Inventory > Sites & Tags.
  2. Select Add a Site/App.


  3. Select a Web or Mobile Web from the Platform drop-down menu.
  4. Enter the fully-qualified domain for the site.

    The URL must start with http:// or https:// and contain .com or the equivalent at the end.


  5. Enter a name for the Site Identifier. This will appear in reporting, therefore, be as descriptive as possible. 

  6. Select Secure if the site is compatible with the HTTPS protocol.
  7. Complete the remaining details in the Configuration Preferences section, including:

    1. Select a Primary Vertical.
    2. Select Monthly Ad Impressions for the site.
    3. Add URL of your privacy policy, if desired.
    4. Select COPPA Compliant if the app is child-directed.

      The United States Federal Trade Commission has changed the compliance rules for the Children’s Online Privacy Protection Act (“COPPA”), effective July 1, 2013. The proposal affects websites and applications that have been identified as: (1) directed to users under 13 years of age; or (2) collecting information from users known to be under 13 (collectively “Children’s Sites”).

      For an impression meeting any one of the above-mentioned criteria, the COPPA field must be selected.

      The FTC has written a comprehensive FAQ on complying with COPPA at http://business.ftc.gov/documents/Complying-with-COPPA-Frequently-Asked-Questions.


    5. Check the  API Settings box based on the  integration type: 

      Integration typeCheck the API Settings box?
      Open BiddingYes
      Index integrationsYes
      Server-to-serverYes
      Transparent Ad Marketplace (TAM)Yes
      Prebid integrationsYes


    6. For the Content object, PubMatic always uses its values, but you determine whether or not to pass them outside of PubMatic by selecting one of the following behaviors

      • Don't Pass - values never pass to buyers outside of PubMatic.

      • Pass PMP - values pass in bid requests that include a PMP Deal ID.

      • Pass All - values pass in bid requests to all DSPs (PMP deals as well as open exchange).

  8. Save Site/App or Save and Add Another Site/App(to save this and open a new form to complete for another site).



Create an app

  1. Select Inventory > Sites & Tags.
  2. Select Add a Site/App.
     
  3. Select a Mobile App platform (iOS or Android) or CTV from the Platform drop-down menu.


  4. Enter the fully-qualified domain for the associated site. The URL must start with http:// or https:// and contain .com or the equivalent at the end.

  5. Enter a name for the App Identifier. This will appear in reporting, so be as descriptive as possible.  

  6. Select Secure if the site is compatible with the HTTPS protocol.

  7. For Mobile App iOS or Mobile App Android: 
    If the app is available in the App Store, toggle Availability on App Store to Yes and enter the App Store URL. Click Lookup on App Store to complete the available information below.

    For CTV:
    From the App Store drop-down, select either Roku or Other.

    Roku: If the CTV app is present on the Roku app store > select  Roku  and then specify either the Roku app store URL or the Roku channel ID in the  App Store URL/ Bundle ID/ App ID  field > click Lookup on App Store.

    The system will retrieve the app details from the Roku app store and populate those details in the Configuration Preferences section. If the app doesn't exist on the Roku app store, an error message will be displayed.

    Other: For other apps - such as Amazon, Samsung, etc. - select Other > enter the App Store URL (required) > enter either the alphanumeric Bundle ID or the numeric App ID.


  8. Complete Configuration Preferences:

    - Select a Primary Vertical.
    - Select Monthly Ad Impressions for the app.
    - Add URL of your privacy policy, if desired.
    - Select COPPA Compliant  if the app is child-directed.

    The United States Federal Trade Commission has changed the compliance rules for the Children’s Online Privacy Protection Act (“COPPA”), effective July 1, 2013. The proposal affects websites and applications that have been identified as: (1) directed to users under 13 years of age; or (2) collecting information from users known to be under 13 (collectively “Children’s Sites”).

    For an impression meeting any one of the above-mentioned criteria, the COPPA field must be selected.

    The FTC has written a comprehensive FAQ on complying with COPPA at http://business.ftc.gov/documents/Complying-with-COPPA-Frequently-Asked-Questions .

    - Check the  API Settings box based on the integration type: 

    Integration typeCheck the API Settings box?
    Open BiddingYes
    Index integrationsYes
    Server-to-serverYes
    Transparent Ad Marketplace (TAM)Yes
    Prebid integrationsYes

    - Select Override Publisher Data to give a higher preference to application information stored in PubMatic over publisher-provided information.  
    - Specify which mobile rich media versions the app supports if any. 

  9. Click Save Site/App or Save and Add Another Site/App (to save this and open a new form to complete for another app).


Create an ad tag


If you have multiple ad tags, refer to Bulk upload ad tags for instructions.


An ad tag is HTML or JavaScript code that your webmaster or developer inserts into the source code of a web page. There is usually a separate ad tag for each ad that you want to display on your website. You can add an ad tag for every site you add. The more sites/tags you have, the more granular your reporting will be.

  1. Select Inventory > Sites & Tags.
  2. Select Create Ad Tag.
  3. Select the site or app for which the ad tag will be applied. 

    Note that Mobile Ad Server will be autocomplete with your mobile ad server (set in Account Settings > General) when adding a mobile ad tag.


  4. Enter the Format Type and Response Code.

    When creating an ad tag for an app, the response code will default to HTML 5 and the MoPub mobile ad server. See How MoPub tags work to learn more.


    Refer to Creating Video Ad Tags in PubMatic below for options related to creating ad tags for video ads in PubMatic.
    Refer to Creating Native Ad Tags in PubMatic below for options related to creating ad tags for native ads in PubMatic.


  5. Complete Ad Slot Preferences:
    1. Primary Ad Size: This option only appears when Banner/Rich Media is selected. Select the Primary Ad Size from the drop-down list. You can also list up to four more ad sizes in the Secondary Ad Sizes column of the bulk upload spreadsheet (list must be separated by semicolons). Ad sizes are expressed in pixels as width by height (for example, 120 x 240). 
    1. Ad Placement: Select the placement of the ad relative to the page (Top, Bottom, Middle, Left or Right of Page).
    1. Fold Placement: Select the placement of the ad relative to the fold (Above the Fold (ATF), Below the Fold (BTF), or Partially above the Fold).
    1. Expansion: Select the direction the ad will expand (Up, Down, Left or Right).
  6. Select User Data Parameters. Default parameters will display based on requirements for the site or app selected in the Configuration Details section. Include as many parameters as possible, selecting each from the drop-down. 
  7. Add a passback by either using Select Existing Placement and selecting from the list or to add a new passback, choose Provide Passback Script. The PubMatic system will automatically recommend an ad tag name, however, this can be customized as needed. 

    When creating EB ad tags, select Provide Passback Script and add USD 0.0 for eCPM, and for the script, simply add <!>.


    This ensures that if PubMatic doesn’t fill an ad space, the system will prevent a blank ad occurrence.



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 vertical ellipsisin 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 vertical ellipsis 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 and 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 buttonnext 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.

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 and 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. Select Apply/Revoke Allowlist for a site

To apply or revoke an allowlist for a site, click the vertical ellipsisto 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.