A Third Party Tag represents any tracking or serving that is not conducted by Taboola (1st Party) or the Advertiser (2nd Party). These tags are typically HTML tags (JavaScript or Image tags) that are implemented by Taboola on a publisher’s page when your ad is displayed, seen, or clicked in order to:
Verify Ads: Send live campaign data to your 3rd party tracking platform. Validate brand safety, numbers of impressions, viewable impressions and clicks. We accept JavaScript tags from IAS, DoubleVerify, DCM and Adloox. We accept Image Pixel tags from all vendors.
Attribute conversions: Observe the whole user journey, not just the last click. Measure the effectiveness of Taboola on users that have seen your ads (and have not necessarily clicked them).
Re-engage users: Identify users that have engaged with your Taboola ads and remarket them on other platforms, for example on Facebook and Google Ads.
❗In compliance with the CCPA, third-party tags and pixels will not be activated for users who choose to opt out. |
What the Difference Between Image Pixels/Tags and JavaScript Tag
Image Pixels/Tags (basic proficiency) | JavaScript (advanced proficiency) |
Image tags are static and report on the conditions of the served ad (clicks, impressions, viewable impressions). These tags can be either images or text. Although you can work with any vendor, there are some limitations due to the capabilities of certain websites, apps, browsers, or devices. These limitations can prevent pixel tracking from working as expected. This means that even if the pixel data doesn't reach your third-party platform, the ad was still shown. For example, newer versions of browsers like Chrome and Firefox have restrictions on HTTP, which can stop HTTP pixels from being tracked.
Example of data that can be reported: the ad was served on ESPN.com. | JavaScript is dynamic, and provides more detailed reporting and control over the served ads (collect user information, contextual signals, blocking, collect keywords). Taboola can only accept JavaScript tags from approved vendors, e.g., DoubleVerify, IAS, DCM, Adloox and only verification tags (adserving tags are not supported).
The tag should be implemented exactly as you got it from the 3rd party vendor. Note that there is some supply limitation as there are publishers that will not support JavaScript tags on their pages. Using these tags, you should expect to be charged a greater than anticipated cost by the 3rd party vendor. Vendors bill for every served impression, not just ones that are viewable or clicked on.
Example of data that can be reported: the ad was served on ESPN.com and was viewable, and the article was about Football. |
How to Implement Third-Party Tags at Campaign Level
If you set up a third-party tag at the campaign level, it will be triggered for every creative (both existing and future) that operates within this campaign.
Navigate to the Campaigns tab in Taboola Ads.
Click +Create if you want to create a new campaign and add third party tag or click on the pencil icon , if you want to add a tag in the existing campaigns.
You will find space for the third party tag under the Tracking.
Roll out the Advanced Options section.
Choose Tag Type.
Add your 3rd Party Tag.
For Image Tags/ Pixels you can choose the Event type (Clicks, Viewable Impressions, Impressions). For JavaScript tags it will always be Impressions.
Click Create & Add Ads in new campaigns and Save in the existing campaign.
How to Implement Third-Party Tags at Ads Level
You can add your click and impression trackers across all of your ads individually to measure and validate these impressions and clicks at an individual creative level.
Navigate to the Ads tab in Taboola Ads.
Click on the pencil icon to edit your ad.
Here you will see the option to add your third party tags for each individual ad.
How to Validate That Third Party Tag Works Correctly
3rd Party Tag Validation
We have several layers of validation when uploading 3rd party tags. We validate pixel URLs, ensuring that it matches URL conventions. If the URL you added does not match our validation, you will not be able to add it.
Possible Validation Errors
“Only image/text pixels are accepted.”
“Pixel URL contains an invalid character: <state illegal character>.”
This means the pixel URL holds a character that is not in URL standards.
“Pixel URL structure does not match standard URL conventions.”
Check that you entered the pixel URL correctly.
“An error occurred when testing the pixel URL (4xx error).”
This error might mean that your 3rd party vendor does not allow Taboola server to check the URL endpoint.
It can also mean that the pixel URL is marked as not safe.
"URL is unavailable (5xx error)."
This means there was a server error. This might be due to temporary connectivity problems or a 3rd party’s server being down, but this can also mean the URL is permanently not available.
Please try again at a later time, check the URL for mistakes, and talk to you 3rd party to understand why you're receiving a 5xx error.
“URL not valid.”
The pixel failed another validation that is not mentioned above. Please contact support@taboola.com.