DAR Tag Implementation Guide

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Introduction

This document provides an overview of the Nielsen Digital Ad Ratings (DAR) Tags and the steps necessary to implement them as part of your digital advertising campaigns.

What is DAR

DAR is a measurement platform for digital advertising campaigns. The platform provides a clear view of the true audience of a campaign, including Reach, Frequency, and GRP statistics by audience demographic group.

What we measure

All DAR tags allow you to measure campaign impressions and the DAR JavaScript tags measure ad viewability, GIVT (General Invalid Traffic), and SIVT (Sophisticated Invalid Traffic) across platforms including web, mobile, and in-app.

How we measure it

Nielsen’s DAR suite of JavaScript tags together with a pixel tag fallback will be present in your ad placements. We utilize industry-standard APIs to perform measurement cross-browser and cross-platform. In most cases, you will only need to add a simple URL through your ad management interface to fully utilize DAR measurement in your campaigns.

Prerequisites

For steps outlined in this document, you should have access to Nielsen’s Campaign Management Interface (CMI) and a Nielsen Technical Account Manager (TAM) will be working with you during the implementation phase.

DAR Measurement Types

DAR Display

The DAR Display JavaScript tag reports ad impressions as well as measures ad viewability and SIVT. In standard web placements, it will find the ad unit in the surrounding DOM container and will then report viewability as a time series with a 1-second resolution.

The DAR tag will report the MRC-required minimum of 1 second on screen and a continuous viewability time series for the lifetime of the ad session to enable additional viewability qualifiers.

The tag can utilize the IAB’s Open Measurement SDK (OM SDK) including OM Web integration if the OM Interface Definition (OMID) is available, or it will use industry-standard web APIs to measure viewability.

Requirements

The DAR Display tag requires a JavaScript-enabled browser for web environments or the OM SDK for in-app to operate and should be placed close to the corresponding measured ad unit. It should be on the same DOM level (e.g. directly under the same parent) or in a child node under the same parent node. The ad unit should be a content-bearing DOM element (e.g. img, canvas, SVG, iframe, div) with a minimum size of 30x30 pixels.

Parameters

The minimum required DAR parameters are ca, ci, cr, pc, ce and am. See the Appendix for a full list of parameters.

Example Tag

<script type="text/javascript" 
src="https://dar.imrworldwide.com/js/dar.js?ca={campaign-id}&cr={creative-id}&ce={site-id}&ci={client-id}&pc={placement-id}&am={ad-server-code}">
</script>

Example OMID Display Placement

DAR can be enabled through the OM SDK by passing the required Nielsen OM inputs listed in the table below during setup:

OM Parameter	Description	Nielsen Value	Required
Verification Vendor	Vendor key for measurement provider	nielsen.com-omid	✔
JavaScriptResource	URL for measurement provider’s verification script	https://dar.imrworldwide.com/js/dar.js	✔
VerificationParameters	Measurement provider’s verification tag parameters	ca={campaign-id}&cr={creative-id}&ce={site-id}&ci={client-id}&pc={placement-id}&am={ad-server-id}	✔
Tracking Event verificationNotExecuted	Error URL when the ad player denies measurement script execution	https://events.imrworldwide.com/er?ercd=8800&erms=verificationNotExecuted- {reason}&ca={campaign-id}&cr={creative-id}&ce={site-id}&ci={client-id}&pc={placement-id}&am={ad-server-id}&c13={asid,app_id}

Note: The verificationNotExecuted Error URL is recommended for better troubleshooting during campaign setup. If your system can provide a macro for the reason of the interrupted measurement session, it can be added in place of the {reason} placeholder in the error URL. This can be an error code or a clear text error message.

Expected Display Ad Session Pings

Description	Timing	Path
DAR Main Ping	At initial load	secure-gl.imrworldwide.com/cgi-bin/m
Nielsen Measure Ping	Measurement start	events.imrworldwide.com/nmp
Primary Standard Ping	After 1 second of viewable duration (may not occur based on MRC rules)	events.imrworldwide.com/psp
Timed Pings	At 1, 5, 15 and 120 seconds of ad session time (may not occur based on ad session length)	events.imrworldwide.com/1sp, 5sp, 15sp, 120sp
Final Ping	At window/tab unloading event	events.imrworldwide.com/fp
Error Ping	Potential integration error - please contact your Nielsen representative	events.imrworldwide.com/er

Ping Flow

This flow illustrates the behavior of the DAR Display tag.

Ping Flow Legend
1SP, 5SP, 15SP, 120SP	Timed Measure Ping at 1, 5, 15 and 120 seconds
D0, D1, D2	Dynamic SIVT Pings at 1, 15 & 30 seconds
FP	Final Ping
IMPID	Unique Impression ID
NMP	Nielsen Main Measure Ping
PSP	Primary Standard Ping
SIVT	Sophisticated Invalid Traffic

DAR Video

The DAR Video tag will typically be trafficked as part of a Video Ad Serving Template (VAST) file. Nielsen provides its wrapped video tag (vWrap) to make this type of deployment easy and consistent across the various ad servers and trafficking options. Nielsen’s vWrap tag supports both automatic OMID and VPAID integration with existing VAST files. The two sections below, Wrapped Video Tag and Video JS Tag, describe these options and their expected outcomes.

In addition, Nielsen supports direct DAR Video tag deployments with manual integration in existing workflows. In this case, the section Video JS Tag below describes the basic setup and expected results. In addition, it is recommended that you work closely with your Nielsen Technical Account Manager if you consider a manual tag integration with your campaigns.

Wrapped Video Tag (vWrap) Deployment

Nielsen’s wrapped DAR video tag, vWrap, is the preferred delivery method for VAST-controlled video ad placements.The vWrap tag is served by a Nielsen service that takes an original VAST with an inline ad (not a wrapper redirect) and dynamically adds the DAR Video tag with measurement solutions for VPAID and OMID. The apiframework parameter can be used to control which measurement solution will be inserted (see below).

Parameters

The minimum required DAR parameters are ca, ci, ce, cr, pc, am, apiframework and vastURL. See the Appendix for a full list of parameters.

The Open Real Time Bidding (OpenRTB) API framework values for identifying the ad inventory type should be passed in the Nielsen apiframework parameter. The values should be either 1 or 2 (VPAID) or 7 or 8 (OMID). The available API framework values are listed in the IAB’s AdCOM specification 1.0. If the parameter is left blank or set to 0, Wrap will add the DAR Video tag as both an OMID verification client and VPAID wrapper. See more details in the Appendix.

The vastURL parameter must be the last parameter on the DAR tag with its value set as the full URL (including all original parameters) of the original VAST tag for the ad placement.

Example Wrapped Video Tag (vWrap)

https://vwrap.imrworldwide.com/v1/wrap?ca={campaign-id}&cr={creative-id}&ce={site-id}&ci={client-id}&pc={placement-id} &am={ad-server-id}&c9={devid,Advertising_ID}&c13=asid,app_id}&apiframework={APIFRAMEWORK}&vastURL={ORIGINAL_VAST_URL}

To observe how vWrap operates, we have provided some example VAST URLs which you can load directly in your browser.

VAST ad Unit, no Impression/Viewability

First, here is a VAST ad unit with a single video file and no impression tracking or viewability measurement:

https://dartag.info/vast-examples/example_video_only_nielsen_15s.xml

VAST ad Unit, Nielsen vWrap for OMID measurement

This is the same VAST file loaded via Nielsen’s vWrap tag for OMID measurement (apiframework is set to 7):

https://vwrap.imrworldwide.com/v1/wrap?ca=nlsn305255&cr=nielsenomidtest&ce=nielsen&pc=vastomid&ci=nlsntest&am=4&apiframework=7&vastURL=http://dartag.info/vast-examples/example_video_only_nielsen_15s.xml

VAST ad Unit, Nielsen vWrap for VPAID measurement

And here is the same VAST with the vWrap tag configured for VPAID measurement (apiframework is set to 2):

https://vwrap.imrworldwide.com/v1/wrap?ca=nlsn305255&cr=nielsenomidtest&ce=nielsen&pc=vastvpaid&ci=nlsntest&am=4&apiframework=2&vastURL=http://dartag.info/vast-examples/example_video_only_nielsen_15s.xml

Video JS Tag

The DAR Video tag supports both OM SDK and VPAID video ad measurement and provides viewability time series, audio volume time series, GIVT, and SIVT data. The time series contains playhead events with corresponding measurements at a 1-second resolution. In addition to the time series, a dedicated ping will report on the MRC-required minimum of 2 seconds on screen.

With OM SDK, the DAR Video tag supports the following ad types:

• Native mobile in-app ad placements
• Mobile web ads
• OM Web placements
• OMID-enabled streaming video players with ad SDKs (for instance DAI IMA SDK)

With VPAID, it supports the following operating modes:

• As VPAID wrapper for an existing VPAID ad unit in the VAST
• As VPAID ad unit in a VAST with video files and AdParameters node
• In Custom Integrations with VPAID host players

In most cases, the DAR Video tag should not be manually implemented as a wrapper, instead consider utilizing Nielsen’s vWrap tag.

Requirements

The DAR Video tag needs a JavaScript environment to operate. The video unit to be measured needs to have a size of at least 30x30 pixels. The DAR Video tag requires access to the VPAID ad unit or to an OM SDK API present in the JavaScript context.

Parameters

The minimum required DAR parameters are ca, ci, ce, cr, pc and am. For VPAID wrapper placements, vpaidURL is also required.

To comply with MRC guidelines, you will be required to append autop to indicate click-to-play vs auto-play.

If the DAR Video tag will act as the VPAID wrapper, vpaidURL has to be the tag’s last parameter and its value set to the full URL (including parameters) of the original VPAID ad unit.

See the Appendix for a full list of parameters.

Expected Video Ad Session Pings

Description	Timing	Path
DAR Main Ping	At initial load	secure-gl.imrworldwide.com/cgi-bin/m
Nielsen Measure Ping	Measurement start	events.imrworldwide.com/nmp
Primary Standard Ping	After 2 seconds of viewable duration (may not occur based on MRC rules)	events.imrworldwide.com/psp
Quarterly Ping	At 25%, 50%, 75% and 100% of video progress	events.imrworldwide.com/qp
Final Ping	At video stop or window/tab unloading event	events.imrworldwide.com/fp
Error Ping	Potential integration error - please contact your Nielsen representative	events.imrworldwide.com/er

Ping Flow

This flow illustrates the behavior of the DAR Video tag if the impression pixel is part of the VAST to be sent by the ad player and the JS tag has &darsup=1. The parameter, darsup=1, is used to suppress the DAR Main Ping from being sent from the JS tag since the DAR main ping will be sent from the DAR impression pixel. This is the default setup if Nielsen’s vWrap tag is being used to set up the video campaign.

Ping Flow Legend
D0, D1, D2	Dynamic SIVT Pings at 1, 15 & 30 seconds
FP	Final Ping
IMPID	Unique Impression ID
NMP	Nielsen Main Measure Ping
PSP	Primary Standard Ping
QP	Quarterly Media Pings at 25%, 50%, 75% and 100%
SIVT	Sophisticated Invalid Traffic

Example OMID Video Placement

DAR can be enabled through the OM SDK by passing the required Nielsen OM inputs listed in the table in the VAST <adVerifications> node:

OM Parameter	Description	Nielsen Value	Required
Verification Vendor	Vendor key for measurement provider	nielsen.com-omid	✔
JavaScriptResource	URL for measurement provider’s verification script	https://dar.imrworldwide.com/js/darvideo.js	✔
VerificationParameters	Measurement provider’s verification tag parameters	ca={campaign-id}&cr={creative-id}&ce={site-id}&ci={client-id}&pc={placement-id}&am={ad-server-id}	✔
Verification Not Executed URL	Error URL when the ad player denies measurement script execution	https://events.imrworldwide.com/er?ercd=8800&erms=verificationNotExecuted- {reason}&ca={campaign-id}&cr={creative-id}&ce={site-id}&ci={client-id} &pc={placement-id}&am={ad-server-id}&c9={devid,Advertising_ID}&c13={asid,app_id}

Note: The verificationNotExecuted Error URL is recommended for better troubleshooting during campaign setup. If your system can provide a macro for the reason of the interrupted measurement session, it can be added in place of the {reason} placeholder in the error URL. This can be an error code or a clear text error message.

Example VPAID Placement in VAST

A typical VAST placement with VPAID will contain an impression pixel, the DAR Video JS tag as MediaFile of type “VPAID”, and the video MediaFiles will be duplicated as AdParameters object. In the example below, there was no original VPAID ad unit (the original VAST only contained MP4 video files), so the &vpaidURL parameter on the DAR JS tag stays empty.

In this example, the DAR JavaScript tag will operate as the VPAID ad unit and will play an appropriate media file from the list contained in the AdParameters node.

...
<Impression id="Nielsen Digital Ad Ratings">
<![CDATA[https://secure-enc.imrworldwide.com/cgi-bin/m?at=view&cy=2&rt=banner&src=njs&
st=image&tpv=vwrap&ca=nlsnXXXXXX&cr={AD.ID}&ce=publisherXXXX&ci=nlsnciXXXX&pc=placementID_XXXX1&am=3]]>
</Impression>
...
<MediaFiles>
    <MediaFile apiFramework="VPAID" type="application/javascript">
<![CDATA[https://dar.imrworldwide.com/js/darvideo.js?darsup=1&ca=nlsnXXXXXX&cr={{AD.ID}}&
ce=publisherXXXX&ci=nlsnciXXXX&pc=placementID_XXXX1&am=3]]>
    </MediaFile>
    <MediaFile bitrate="720" delivery="progressive" height="480" id="XXXXXX"
               maintainAspectRatio="true" scalable="true" type="video/mp4"  
               width="854"><![CDATA[https://XXXXX.net/XXXXXX.mp4]]>
    </MediaFile>
</MediaFiles>
...
<AdParameters>
<![CDATA[{"mediaFiles":[{"bitrate":"720","uri":"https://XXXXX.net/XXXXXX.mp4","height":"480","scalable":"true",
"id":"XXXXXX","type":"video/mp4","maintainAspectRatio":"true","delivery":"progressive","width":"854"}]]>
</AdParameters>

Server-Side Integration

If you are interested in implementing the DAR tags server-side, e.g. through SSAI, please contact your Nielsen TAM to provide you with the required guidelines.

Notes

Manual placement of the DAR Video tag is only recommended in situations where the DAR vWrap tag can not be utilized, like in certain mobile in-app ad placements or in scenarios where DAR Video needs to be configured as OMID viewability measurement solution.

Pixel Tag

The DAR Impression pixel provides basic campaign impression counts and allows to cover placements served in environments where the DAR JavaScript tag is not supported.

Environment

The DAR pixel tag should only be used in environments where the DAR JavaScript tag cannot be utilized such as restricted CTV environments, for SSAI Server-Side Beaconing, and other situations where an adequate JavaScript environment is not available.

Parameters

The minimum required DAR parameters are ca, ci, ce, cr, pc, and am along with fixed valued params, at=view, rt=banner and st=image . See the Appendix for a full list of parameters.

Example Tag

<img src="https://secure-gl.imrworldwide.com/cgi-bin/m?ca=nlsnXXXXXX&cr=crtve
&ce={PUBLISHER.ID}&pc=PLACEMENT.ID}&nlsnciXXXX&am=3&at=view&rt=banner&st=image
&cy=0&r=[timestamp]" style="display:none"/>

Tag Integration

A successful tag integration will require you to go through the following 6 steps.

Step 1: Determine Your Campaign Needs

To receive optimal results from DAR measurement, it is good practice to consider the technical requirements of different sites and placements. Please share your media plan with your Technical Account Manager before launch.

Specifically, be on the lookout for placements that might span across web and mobile ad inventory and make sure if all of the in-app placements support OMID. Also, some placement types may need manual setup and cannot be automated or may need extra time for setup and testing.

Please reach out to your Nielsen Technical Account Manager (TAM) for advice if the technical requirements for your campaign are not clear.

Step 2: Generate Tags

Your Nielsen representative will walk you through the Campaign Management Interface (CMI) so that you can generate DAR tags for your campaigns at any time.

Nielsen supports macro-based tag generation for several major ad servers. Nielsen’s Technical Account Managers can assist you with any technical questions on tagging campaigns for DAR measurement.

Step 3: Campaign Integration

Your Nielsen tags created in CMI will need to be included when you traffic your ad campaigns. Please reach out to your Nielsen TAM for additional guidance and assistance.

Step 4: Test the Tag Implementation

Depending on the complexity of the integration, you may be working closely with a TAM at this point or are performing a self-guided tag implementation based on the CMI output.

If working with a TAM, they will coordinate a plan to test the tag implementation ahead of the campaign go-live date. Depending on your campaign needs, testing will involve either running a diagnostic campaign to validate tagging setup or reviewing test pages or apps.

In case of a self-guided tag implementation, we recommend to verify and compare the impression counts in the CMI with your planned campaign volume or ad server reports during the first hours of the campaign. If there are any unexpected impression counts, please reach out to your Nielsen TAM.

Step 5: Share your Ad Server Report

Why the Ad Server Report is Needed

Knowing the delivered impressions helps Nielsen run Discrepancy Checks ensuring overall quality and reduces errors in the tagging process.

Nielsen can provide the client with a template with the inputs required to complete the quality checks.

How to Share Your Delivered impressions

Set up an automated daily report from your ad server containing Site Name, Site ID, Placement Name, Placement ID, and data date.

A secondary method to share your media plan information is to grant Nielsen “Reporting access” to your campaign in the designated ad server (such as DCM). To do this, simply grant the login clientreporting@nielsen.com access. In doing so Nielsen can directly access your media plan information, which enables us to check for updates, and reconcile any discrepancies.

Step 6: Monitoring Your Campaign

Nielsen recommends all clients participate in Discrepancy Checks. Nielsen’s team will verify that the tags delivered have begun to receive data once the campaign goes live and will regularly (typically every 7-14 days) compare the Nielsen reporting to your 3rd party or publisher reporting to ensure we are capturing all data across all placements, as expected, and that the discrepancy gap between your reporting and the Nielsen reporting is kept to a minimum.

Appendix

Tag Parameters

All passthrough parameters will appear on the JavaScript-generated DAR impression ping.

Query Parameter	Description	Required	Pass-through
Group 1 - Required Parameters
ca	Campaign ID	X	X
pc	Placement ID	X	X
ci	Client ID	X	X
am	Ad server ID	X	X
ce	Site ID	X	X
cr	Creative ID	X	X
Group 2 - Use Case Specific Parameters
at	Fixed Value "view" (Nielsen value, JS tags add this to DAR and NMP pings)	Pixel only
st	Fixed Value "image" (Nielsen value, JS tags add this to DAR and NMP pings)	Pixel only
rt	Fixed Value "banner" (Nielsen value, JS tags add this to DAR and NMP pings)	Pixel only
r	Cachebuster/Timestamp. It's required in the pixel tags with a hardcoded value as a default or a macro (r=timestamp/macro) .	Pixel only
cy	Creative type (1: display/2: video) JS tags add this to DAR and NMP pings for In-House Viewability. When parameter is not present or value is missing on pixel tags, there will be no creative type breakout.	Pixel only
apiframework	IAB-defined value designating the measurement method See vWrap apiframework values	vWrap only	X
autof	Video only: Auto refresh (1 for auto refresh, leave empty otherwise)		X
autop	Video only: Autoplay (1 for auto-play, 2 for click-to-play, leave empty otherwise)		X
c7	OS Grouping c7=osgrp,IOS c7=osgrp,DROID c7=osgrp,ANDROID		X
c8	Device Grouping c8=devgrp,DSK (computers) c8=devgrp,PHN (mobile phone devices) c8=devgrp,TAB (mobile tablet devices) c8=devgrp,PMP (portable media player) c8=devgrp,UNWN (unknown mobile devices)		X
c9	Mobile Advertising ID c9=devid,xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx	Mobile	X
c10	Platform c10=plt,DSK (Computer) c10=plt,MBL (Mobile) c10=plt,OTT (Connected Device)		X
c12	App Version c12=apv,xxx		X
c13	Nielsen Assigned App ID Example: c13=asid,xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx	Mobile	X
c14	OS Version c14=osver,xxx		X
c68	Mobile App Bundle ID c68=bndlid,xxxxxxxxxxxxxx References: https://developer.apple.com/documentation/appstoreconnectapi/bundle_ids https://developer.android.com/studio/build/configure-app-module#set_the_application_id	Mobile	X
C78	Custom Integration Flag (please note: this is the only uppercase parameter name)	some vendors	X
darsup	If present suppress DAR main ping originating from JS tag (value can be 0 or 1, same effect)
forceid	If present provides impid, can be overwritten by impid parameter		X (as impid)
impid	Same as forceid, but higher priority in case both are present		X
frcd	Video only: Forced duration (seconds/null)		X
frcf	Video only: Forced ad flag (yes/no/null)		X
ptraf	Video only: Purchased traffic		X
contplay	Video only: Continuous play		X
gdpr	GDPR flag to indicate whether GDPR is applicable: 0 - GDPR does not apply 1 - GDPR applies	in some jurisdictions	X
gdpr_consent	URL-safe base64-encoded Transparency & Consent (TC) string for identifying user's privacy preferences	in some jurisdictions	X
hem_sha256	Hashed email		X
hem_unknown	Hashed email		X
mode	VPAID video only, optional: Custom Direct Access mode ("w" wrapper / "c" custom; defaults to wrapper)
onload	VPAID video only, optional: JS callback for Custom Direct Access VPAID integration
pub	Publisher Name		X
pubid	Publisher ID		X
si	Site identifier. Canonical URL of the content where the Ad creative is served. The parameter value has to be encoded with encodeURIComponent() method or equivalent.		X
uid2	Unified ID 2.0		X
uid2_token	Unified ID 2.0 token		X
uoo	User opt out	Mobile	X
Group 3 - Parameters With Required Position in URL
vpaidURL	VPAID Video only: Always the last parameter for video tags. Either VPAID ad unit URL to be wrapped or empty. If empty, DAR tag will use its own vpaidplayer.js	VPAID video tag only
vastURL	vWrap Tag only: Always the last parameter for the vWrap tag. It must contain the URL of the original VAST for the placement.	vWrap tag only

Additional Parameters

This section describes several important additional parameters that the DAR tag can support, specifically Hashed Email, UID2 values, along with Page URL and Bundle Identifier if available. Please note that all parameters are case-sensitive.

Please work with your Nielsen Technical Account Manager to decide which of the following parameters to append to the standard DAR tag.

HEM Support (Hashed Email)

Please use the parameter that matches your hashing algorithm. For example, if you are using sha256 to encode the email address, then use hem_sha256={encrypted_value_here}

Name	Description	Available Tag Parameters
Hashed Email	User’s email address that has been run through the sha256 hashing algorithm to create a unique hexadecimal string. If a client is unable to determine hashing type, they should pass using &hem_unknown parameter.	&hem_unknown &hem_sha256

Example
hem_sha256=671638d17df92ac6e46e3f00ad0e78f09116ca29128e93dcb53ff340abdeb2c2

Unified ID

Name	Description	Available Tag Parameters
Unified ID 2.0	An identifier based on a user’s verifiable PII (e.g. hashed email). UID2.0 was initially created by The Trade Desk (TTD) and is now managed by Prebid.	&uid2
Unified ID 2.0 Token	Encrypted Unified ID 2.0	&uid_token

Example
uid2=MTKVpUAzwYAPnHrtfE0wlINOMzhU7UUEjjVdCdRu63k= uid_token=AgAAAAPFR0zA5ogv/yaAPiUsAdZPsfqS8QlDSGxAB+rr8yekFs3AjLYVk5qqqiyV2XHbSuwzHmxSlLeQeKQI1mp015jsNnpX5 /xGgXldcgVz+gFnyh3T8/3agMwRmyrhCxG4oH2C7fc48AQk2eotE7FW0ZDEYM8fD9ZxDaxFUC/OV3OuZA

Page and Bundle

Name	Description	Available Tag Parameters
Page URL	Canonical URL of the content where the Ad creative is served. (e.g. https://example.com/news/tech/article.html) The parameter value has to be encoded with JavaScript’s encodeURIComponent() method or equivalent. Example: si=https%3A%2F%2Fexample.com%2Fnews%2Ftech%2Farticle.html	&si
App Bundle ID	The app’s unique bundle ID (e.g. com.example.myapp). The ID can be used to look up the App in Apple’s App Store or the Google Play Store. References: https://developer.android.com/studio/build/application-idhttps://developer.apple.com/documentation/appstoreconnectapi/bundle_ids	&c68=bndlid

Example
si=https%3A%2F%2Fexample.com%2Fnews%2Ftech%2Farticle.html c68=bndlid,com.tam.nielsen.com

vWrap apiframework Values

Nielsen’s vWrap tag uses the existing definition of apiframework values defined in the IAB’s AdCOM Specification 1.0. This means that existing macros for this parameter in your system should work out of the box with vWrap.

The vWrap tag supports the numerical values in bold below. In case of 8 (SIMID), the DAR Video tag will be inserted as a standard OMID verification client for viewability measurement and it will not interfere with any SIMID components in the ad.

If a 0 or an empty value is given, the resulting VAST will include both OMID and VPAID measurement solutions. This leaves the decision of the measurement method to the video player, which might be advantageous for mixed campaigns that span mobile and web environments.

Value	Definition
1	VPAID 1.0
2	VPAID 2.0
3	MRAID 1.0
4	ORMMA
5	MRAID 2.0
6	MRAID 3.0
7	OMID 1.0
8	SIMID 1.0

SERVER-SIDE TAG DISPATCH

The standard way of triggering a Digital Ad Ratings (DAR) tag on mobile in-app or connected devices is for the publisher to trigger the tag upon ad exposure to the user (either directly or via the ad server). This can be described as a client-side initiated tag.

It is important to note that MRC/IAB measurement standards stipulate that the ad exposure event still be initiated and recorded from the client-side, even if the ad measurement tag (in this case a DAR tag) is physically initiated from the server-side. Evidence may be required (eg. publisher log file or similar) from the MRC/IAB to substantiate that the user was exposed to the ad on their device.

In addition to the tag parameters covered in the prior sections, the following HTTP headers need to be modified in the DAR calls to support dispatch from a server-side publisher ad server:

HTTP Headers	Description of Modifications
User-Agent (UA)	This is expected to be the originating client user-agent for the device where the user was exposed to the ad. The HTTP UA from the client device should be used to populate the HTTP UA in the server-side connection/ping. DAR leverages the type of device for platform derivation.
X-Forwarded-For (XFF) IP	This is expected to be the originating client IP address for the device where the user was exposed to the ad. Note: When the tag is fired directly from the ad server, the X-Real-IP will be the ad server IP.

Server Side Tag Notes

• The server-side tag collection only supports mobile in-app and connected device measurement and will not support cookie-based browser measurement.

• The client’s server-side setup to trigger/send the DAR tag should suppress any Nielsen cookie returned by the Nielsen collection server as a result of the first DAR tag received. If the Nielsen cookie (returned upon receiving the first DAR tag into secure.imrworldwide.com) is not suppressed, then invalid traffic (IVT) filtration will be triggered upon receiving the 2nd and nth tag.

• The tag received by Nielsen must be TLS v1.2 compliant or greater.

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