DART (DFA- DoubleClick for Advertisers) Owned by Google Much like our tracking tags, DFA tags are implemented into our ads so that reporting is streamlined in the DFA interface Much like our tracking tags, DFA tags are implemented into our ads so that reporting is streamlined in the DFA interface DFA is a popular third party ad serving solution because almost all publishers accept DFA tags since Dart for Publishers or DFP, an ad serving platform (also owned by Google), is used by a lot of publishers DFA is a popular third party ad serving solution because almost all publishers accept DFA tags since Dart for Publishers or DFP, an ad serving platform (also owned by Google), is used by a lot of publishers To implement- The click tag should be implemented in the Ad URLs plan as the Click Through Example (text in red is the code that needs to be added to the Ad URLs plan) The impression tag should be implemented in the Ad URLs plan as the Impression Tracking URL (Agency) Always implement the IMG tag as the impression tracker if you receive two lines of code for the Impression tracker. The portion of the IMG code that should be implemented is in red text in the example below Always implement the IMG tag as the impression tracker if you receive two lines of code for the Impression tracker. The portion of the IMG code that should be implemented is in red text in the example below **Please note** Please see the slide Third Party Tracking Tags- An Overview if more than one set of third party tags is received. Example - (text in red is the code that needs to be added to the Ad URLs plan) Standard Tag Placement NameClick Tracker Travel Sponsorship: Best Frequent Flyer Programs - Rich Media 728x90

Third Party Tracking Tags- An Overview Ask the agency during the campaign kick off call if Third Party tags will be implemented Third party tags should be sent by the agency in an Excel or Notepad file **Note** be careful when implementing tags from an Excel as extra characters can be carried over Third party tags such as DFA and Atlas will be implemented as Impression and Click Trackers within the Ad URLs plan. ALWAYS send a detailed task to CEX to either implement the third party tags or to QA the tags once you have implemented them. Implementing third party tracking tags in the Ad URLs plan- Basic campaign (one set of tracking tags) The Impression tag will be implemented as the “Impression Tracking URL (Agency)” The Click tag will be implemented as the “Clickthrough URL” Complex campaign (two sets of tracking tags) The actual click through (what the click trackers are pointing to) should be implemented as the “Clickthrough URL” The first set of third party click tags should be implemented as the “Impression Tracking URL (Agency)” and “Click Tracking URL (Agency)” tags The second set of third party tags should be implemented as the “Impression Tracking URL (Site)” and “Click Tracking URL (site)” tags Example of a third party tag document-