Create and Export Pixels

Overview

The DSP has a simple and intuitive process for creating various pixel types for your advertisers and campaigns. Before you create a pixel, consider the following:

  • If you plan to create more than one pixel, postpone generating code until you have created all of them. After they are created, export them in bulk.

  • If your pixel code has any errors or does not fully conform to what the platform expects, you can edit it.

  • If you already have a pixel that is similar to the one you want to create, it may be faster to clone it.

Create a Pixel

  1. Navigate to the DSP logo in the upper left corner. The DSP shows a menu for Advertisers and Admin.

  2. Select the Account that contains your advertiser, and then select your Advertiser

  3. Click Data Collection > Pixels

4. Click + Pixel () in the upper right-hand corner to create a new pixel.

5. The New Pixel window appears. Complete the required fields. 

6. Click the Pixel Code tab to view the code generated from your choices above. While some pixels let you choose the type of code, we strongly suggest you use JavaScript pixels.

7. Click Save in the lower right-hand corner to save your new pixel. 

Pixel Field Descriptions

The table below details each field on the New Pixel window:

Field

Description

Basic Settings

Name

The name of the pixel as entered by a user.

Value in Currency

Using the currency of the campaign, enter the value of the activity associated with this Pixel into this field.

Description

A description of the pixel as entered by a user.

Tag Code

The DMP sets a Pixel's Tag Code(, its unique identifier, By default, but if you prefer something easier to remember, you may choose an identifier yourself. The string of text is limited to letters, numbers, hyphens (minus) and underscores ( _ ).

Redirect URL

Redirect to Another Pixel Or URL

The URL the user should be directed at after clicking the pixel.

Options

Insert Data Element(s)

Select any data elements that should be added to this pixel.

Cache Buster

Enter the custom cache buster for this pixel. 

DSP Configuration

Pixel Type

Select the Pixel Type.

View-through Window

Specify the maximum number of days that may elapse between the time a user views an associated ad and the time the same user converts, for reporting purposes.

View-through Attribution Rate

Associate View-through Window settings with an attribution rate that specifies for what percentage of a conversion each referral type should be credited. If left blank, this type of referral is not counted, although this may be overridden by settings at the campaign level.

Click-through Window

Specify the maximum number of days that may elapse between the time a user clicks on an associated ad and the time the same user converts, for reporting purposes.

Click-through Attribution Rate

Associate both Click-through Window settings with an attribution rate that specifies for what percentage of a conversion each referral type should be credited. If left blank, this type of referral is not counted, although this may be overridden by settings at the campaign level.

Landing Page URLs

Enter the URL that the user can land on after clicking the pixel.


Click anywhere on the pixel code to copy this code to your computer's clipboard.

  1. Open a text editor on your computer. (On Windows, you can use Notepad.)

  2. Paste the code and save the file with a .txt extension.

  3. Share this .txt file with the person who will install the Pixel code on the advertising site, along with the following tips:

    • Place Pixel code exactly as is somewhere within the <body> ... </body> tags of a page.

    • Place all of the code, including the comments and <noscript> sections.

    • When using a container or tag management Pixel, place the code in the corresponding receptacle.

    • Ghostery is a free browser extension that displays the Pixels implemented on a page. You may use it to verify that a Pixel installation worked.

    • If an installation is not working, the first two possibilities to check are that the original code is intact and that the container or management system was set up correctly.

Use JavaScript for Pixel code when permitted. Benefits include:

  • JavaScript Pixels capture richer data than image pixels do.

  • They permit parallel loading that helps prevent slowdowns on the page.

  • The same Pixel can be employed on both secure and non-secure pages.

  • They work well with tag-management systems and container tags.

  • They include <noscript> logic for backward compatibility with browsers that do not support JavaScript.

  • If you have questions/concerns about JavaScript Pixels, reference JavaScript Tags.

Exporting Pixels

  1. To export pixel(s) from your advertiser's account, simply select the individual pixels you would like to download. 

2. Click the Export icon () in the upper right-hand corner to download your pixels as a CSV file. 

About Cache Busters

Web browsers store local copies of HTML code and images for pages they have previously accessed. Large Internet service providers (ISPs) often store frequently accessed content on their own proxy servers. Both activities are known as caching. On subsequent requests for the same URL, browsers use cached copy to minimize data transmission and increase speed. This creates a problem for Ad and Pixel servers since subsequent requests are not visible to them.

For example, if someone comes to a page containing a DSP Pixel on July 1 for the first time, the browser would request the Pixel from the Zeta server and then will cache the Pixel. When the same person visits the same page with the same browser again on July 15, the Pixel would not be requested from the server and would instead be served from the local cache. Thus Zeta would not know about the July 15 visit, but only the July 1 one.

One clever way to defeat caching is to insert dynamically into the URL a value that is different every time the page is requested; this makes the browser believe it is a unique page and forces it to request the Pixel from the server every time. This value is called a cache buster.

There is more than a way to generate this unique value. One is to ask the system for a timestamp with sufficient precision to reflect milliseconds. Continuing the previous example, on the first-page visit the request might be something like:

http://thepixelserver.com/ca.gif?rb=3&ca=1991&ra=20110701_08:00:00.000

The next time the user visits the page the URL will differ because it uses a new timestamp and the browser is forced to request the Pixel from the server again, rather than using timestamps:

http://thepixelserver.com/ca.gif?rb=3&ca=1991&ra=20110715_08:00:00.000

However, more frequently, cache busters are random values generated by the code on the Pixel's page or generated by macros in "container" (aka "parent") Pixels such as those provided by DART Floodlight. When such a page is served, these macros are replaced by the actual values.

Here are the most common Container Pixels and their cache busting macros:

Container Pixel

Cache Busting Macro

Example of use in DSP Pixel

DoubleClick Floodlight

%n

http://a.rfihub.com/ca.gif?rb=3&ca=1991&ra=%n

Atlas

%RAND%

http://a.rfihub.com/ca.gif?rb=3&ca=1991&ra=%RAND%

24/7 Real Media OAS

%%REALRAND%%

http://a.rfihub.com/ca.gif?rb=3&ca=1991&ra=%%REALRAND%%