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DAR Tag Implementation Guide

2026-03-26T13:49:06Z

JeffLamas: Inclusion of of universal campaign tag info

{{Breadcrumb|}} {{Breadcrumb|Digital}} {{Breadcrumb|Digital Ad Ratings}} {{CurrentBreadcrumb}}
[[Category:Digital]]

= 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 N1 Ads ===
N1 Ads 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.
__TOC__
= 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 [https://iabtechlab.com/standards/open-measurement-sdk/ '''Open Measurement SDK'''] (OM SDK) including [https://iabtechlab.com/blog/open-measurement-for-web-video-arrives/ '''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 [[DAR_Tag_Implementation_Guide#Appendix|'''Appendix''']] for a full list of parameters.

=== Example Tag ===
<syntaxhighlight lang="javascript">
<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>
</syntaxhighlight>

=== 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:

{| class="wikitable"
|-
! style="width: 20%" | OM Parameter
! style="width: 40%" | Description
! style="width: 40%" | Nielsen Value
! style="width: 5%" |Required
|-
| Verification Vendor
| Vendor key for measurement provider
| nielsen.com-omid
| ✔
|-
| JavaScriptResource
| URL for measurement provider’s verification script
|<syntaxhighlight lang="html">https://dar.imrworldwide.com/js/dar.js</syntaxhighlight>
| ✔
|-
| VerificationParameters
| Measurement provider’s verification tag parameters
| style="font-family:'Courier New', Courier, monospace !important; color:#222222;" |<syntaxhighlight lang="html">ca={campaign-id}&cr={creative-id}&ce={site-id}&ci={client-id}&pc={placement-id}&am={ad-server-id}</syntaxhighlight>
| ✔
|-
| Tracking Event verificationNotExecuted
| Error URL when the ad player denies measurement script execution
| style="font-family:'Courier New', Courier, monospace !important; color:#222222;" | <syntaxhighlight lang="html">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}</syntaxhighlight>
|

|}

<blockquote>
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.</blockquote>

=== Expected Display Ad Session Pings ===
{| class="wikitable"

! '''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. 

[[File:Screenshot 2022-06-22 152646.png]]

{| class="wikitable"
|-
! colspan="2" | 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_.28vWrap.29_Deployment|'''Wrapped Video Tag''']] and [[#Video_JS_Tag|'''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|'''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 [[DAR_Tag_Implementation_Guide#Appendix|'''Appendix''']] for a full list of parameters.

The Open Real Time Bidding ([https://iabtechlab.com/wp-content/uploads/2022/04/OpenRTB-2-6_FINAL.pdf '''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 [https://github.com/InteractiveAdvertisingBureau/AdCOM/blob/master/AdCOM%20v1.0%20FINAL.md#list--api-frameworks- '''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 [[DAR_Tag_Implementation_Guide#Appendix|'''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) ===
{| class="wikitable" style="font-family:'Courier New', Courier, monospace !important;"
|-
! <syntaxhighlight lang="html"> 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}</syntaxhighlight>
|}
<blockquote>
To observe how vWrap operates, we have provided some example VAST URLs which you can load directly in your browser.
</blockquote>
==== 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:
{| class="wikitable"
|-
! 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):
{| class="wikitable"
|-
! 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):
{| class="wikitable"
|-
!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 [[DAR_Tag_Implementation_Guide#Appendix|'''Appendix''']] for a full list of parameters.

==== Expected Video Ad Session Pings ====

{| class="wikitable"
! '''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, <code>darsup=1</code>, 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.

[[File:Screenshot 2022-06-22 2.png]]
{| class="wikitable"
|-
! colspan="2" | 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:

{| class="wikitable"
! '''OM Parameter'''
! '''Description'''
! '''Nielsen Value'''
! '''Required'''
|-
| Verification Vendor
| Vendor key for measurement provider
| nielsen.com-omid
| ✔
|-
| JavaScriptResource
| URL for measurement provider’s verification script
| <syntaxhighlight lang="html">https://dar.imrworldwide.com/js/darvideo.js</syntaxhighlight>
| ✔
|-
| VerificationParameters
| Measurement provider’s verification tag parameters
| style="font-family:'Courier New', Courier, monospace !important; color:#222222;" |<syntaxhighlight lang="html">ca={campaign-id}&cr={creative-id}&ce={site-id}&ci={client-id}&pc={placement-id}&am={ad-server-id}</syntaxhighlight>
| ✔
|-
| Verification Not Executed URL
| Error URL when the ad player denies measurement script execution
| style="font-family:'Courier New', Courier, monospace !important; color:#222222;" | <syntaxhighlight lang="html">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}</syntaxhighlight>
|

|}
<blockquote>
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.
</blockquote>

==== 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.

<syntaxhighlight lang="json">
...
<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>
</syntaxhighlight>

==== 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 [[DAR_Tag_Implementation_Guide#Appendix|'''Appendix''']] for a full list of parameters.

=== Example Tag ===
<syntaxhighlight lang="html">
<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"/>
</syntaxhighlight>

= 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.
{| class="wikitable" style="background-color:#FFF;"
|- style="font-weight:bold; background-color:#EAECF0; color:#222;"
! Query Parameter
! Description
! style="text-align:center;" | Required
! style="text-align:center;" | Pass-through
|- style="font-weight:bold; text-align:center; vertical-align:middle; background-color:#FFEBD3; color:#222;"
| colspan="4" | Group 1 - Required Parameters
|- style="vertical-align:middle; color:#222;"
| ca
| Campaign ID
| style="text-align:center;" | X
| style="text-align:center;" | X
|- style="vertical-align:middle; background-color:#EFEFEF; color:#222;"
| pc
| Placement ID
| style="text-align:center;" | X
| style="text-align:center;" | X
|- style="vertical-align:middle; color:#222;"
| ci
| Client ID
| style="text-align:center;" | X
| style="text-align:center;" | X
|- style="vertical-align:middle; background-color:#EFEFEF; color:#222;"
| am
| Ad server ID
| style="text-align:center;" | X
| style="text-align:center;" | X
|- style="color:#222;"
| ce
| Site ID
| style="text-align:center;" | X
| style="text-align:center;" | X
|- style="background-color:#F4F5F7; color:#222;"
| cr
| Creative ID
| style="text-align:center; background-color:#EFEFEF;" | X
| style="text-align:center;" | X
|- style="font-weight:bold; text-align:center; vertical-align:middle; background-color:#FFEBD3; color:#222;"
| colspan="4" | Group 2 - Use Case Specific Parameters
|- style="vertical-align:middle; background-color:#EFEFEF; color:#222;"
| at
| Fixed Value "view" (Nielsen value, JS tags add this to DAR and NMP pings)
| style="text-align:center;" | Pixel only
|
|- style="vertical-align:middle; color:#222;"
| st
| Fixed Value "image" (Nielsen value, JS tags add this to DAR and NMP pings)
| style="text-align:center;" | Pixel only
|
|- style="vertical-align:middle; background-color:#EFEFEF; color:#222;"
| rt
| Fixed Value "banner" (Nielsen value, JS tags add this to DAR and NMP pings)
| style="text-align:center;" | Pixel only
|
|- style="vertical-align:middle; color:#222;"
| r
| Cachebuster/Timestamp. It's required in the pixel tags with a hardcoded value as a default or a macro (r=timestamp/macro) .
| style="text-align:center;" | Pixel only
|
|- style="vertical-align:middle; background-color:#EFEFEF; color:#222;"
| 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. 
| style="text-align:center;" | Pixel only
|
|- style="vertical-align:middle; color:#222;"
| '''[[DAR_Tag_Implementation_Guide#vWrap_apiframework_Values|apiframework]]'''
| IAB-defined value designating the measurement method See vWrap apiframework values
| style="text-align:center;" | vWrap only
| style="text-align:center;" | X
|- style="vertical-align:middle; background-color:#EFEFEF; color:#222;"
| autof
| Video only: Auto refresh (1 for auto refresh, leave empty otherwise)
|
| style="text-align:center;" | X
|- style="vertical-align:middle; color:#222;"
| autop
| Video only: Autoplay (1 for auto-play, 2 for click-to-play, leave empty otherwise)
|
| style="text-align:center;" | X
|- style="vertical-align:middle; background-color:#EFEFEF; color:#222;"
| c7
| OS Grouping c7=osgrp,IOS c7=osgrp,DROID c7=osgrp,ANDROID
|
| style="text-align:center;" | X
|- style="vertical-align:middle; color:#222;"
| 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)
|
| style="text-align:center;" | X
|- style="vertical-align:middle; background-color:#EFEFEF; color:#222;"
| c9
| Mobile Advertising ID c9=devid,xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
| style="text-align:center;" | Mobile
| style="text-align:center;" | X
|- style="vertical-align:middle; color:#222;"
| c10
| Platform c10=plt,DSK (Computer) c10=plt,MBL (Mobile) c10=plt,OTT (Connected Device)
|
| style="text-align:center;" | X
|- style="vertical-align:middle; background-color:#EFEFEF; color:#222;"
| c12
| App Version c12=apv,xxx
|
| style="text-align:center;" | X
|- style="vertical-align:middle; color:#222;"
| c13
| Nielsen Assigned App ID Example: c13=asid,xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
| style="text-align:center;" | Mobile
| style="text-align:center;" | X
|- style="vertical-align:middle; background-color:#EFEFEF; color:#222;"
| c14
| OS Version c14=osver,xxx
|
| style="text-align:center;" | X
|- style="vertical-align:middle; color:#222;"
| 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
| style="text-align:center;" | Mobile
| style="text-align:center;" | X
|- style="vertical-align:middle; background-color:#EFEFEF; color:#222;"
| C78
| Custom Integration Flag (please note: this is the only uppercase parameter name)
| style="text-align:center;" | some vendors
| style="text-align:center;" | X
|- style="vertical-align:middle; color:#222;"
| darsup
| If present suppress DAR main ping originating from JS tag (value can be 0 or 1, same effect)
|
|
|- style="vertical-align:middle; background-color:#EFEFEF; color:#222;"
| forceid
| If present provides impid, can be overwritten by impid parameter
|
| style="text-align:center;" | X (as impid)
|- style="vertical-align:middle; color:#222;"
| impid
| Same as forceid, but higher priority in case both are present
|
| style="text-align:center;" | X
|- style="vertical-align:middle; background-color:#EFEFEF; color:#222;"
| frcd
| Video only: Forced duration (seconds/null)
|
| style="text-align:center;" | X
|- style="vertical-align:middle; color:#222;"
| frcf
| Video only: Forced ad flag (yes/no/null)
|
| style="text-align:center;" | X
|- style="vertical-align:middle; background-color:#EFEFEF; color:#222;"
| ptraf
| Video only: Purchased traffic
|
| style="text-align:center;" | X
|- style="vertical-align:middle; color:#222;"
| contplay
| Video only: Continuous play
|
| style="text-align:center;" | X
|- style="vertical-align:middle; background-color:#EFEFEF; color:#222;"
| gdpr
| GDPR flag to indicate whether GDPR is applicable: 0 - GDPR does not apply 1 - GDPR applies
| style="text-align:center;" | in some jurisdictions
| style="text-align:center;" | X
|- style="vertical-align:middle; color:#222;"
| gdpr_consent
| URL-safe base64-encoded Transparency & Consent (TC) string for identifying user's privacy preferences
| style="text-align:center;" | in some jurisdictions
| style="text-align:center;" | X
|- style="vertical-align:middle; background-color:#EFEFEF; color:#222;"
| hem_sha256
| Hashed email
|
| style="text-align:center;" | X
|- style="vertical-align:middle; color:#222;"
| hem_unknown
| Hashed email
|
| style="text-align:center;" | X
|-
|fp_id
|Publisher provided unique identifier for users
|
|
|- style="vertical-align:middle; background-color:#EFEFEF; color:#222;"
| mode
| VPAID video only, optional: Custom Direct Access mode ("w" wrapper / "c" custom; defaults to wrapper)
|
|
|- style="vertical-align:middle; color:#222;"
| onload
| VPAID video only, optional: JS callback for Custom Direct Access VPAID integration
|
|
|- style="vertical-align:middle; background-color:#EFEFEF; color:#222;"
| pub
| Publisher Name
|
| style="text-align:center;" | X
|- style="vertical-align:middle; color:#222;"
| pubid
| Publisher ID
|
| style="text-align:center;" | X
|- style="vertical-align:middle; background-color:#EFEFEF; color:#222;"
| 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.
|
| style="text-align:center;" | X
|- style="vertical-align:middle; color:#222;"
| uid2
| Unified ID 2.0
|
| style="text-align:center;" | X
|- style="vertical-align:middle; background-color:#EFEFEF; color:#222;"
| uid2_token
| Unified ID 2.0 token
|
| style="text-align:center;" | X
|- style="vertical-align:middle; color:#222;"
| uoo
| User opt out
| style="text-align:center;" | Mobile
| style="text-align:center;" | X
|- style="font-weight:bold; text-align:center; vertical-align:middle; background-color:#FFEBD3; color:#222;"
| colspan="4" | Group 3 - Parameters With Required Position in URL
|- style="vertical-align:middle; background-color:#ffffff; color:#222;"
| 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
| style="text-align:center;" | VPAID video tag only
|
|- style="background-color:#f4f5f7;"
| style="vertical-align:middle; color:#222;" | vastURL
| style="vertical-align:middle; color:#222;" | vWrap Tag only: Always the last parameter for the vWrap tag. It must contain the URL of the original VAST for the placement.
| style="text-align:center; vertical-align:middle; color:#222;" | 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}
{| class="wikitable" style="font-weight:bold; background-color:#EAECF0;"
|-
! Name
! Description
! Available Tag Parameters
|- style="font-weight:normal; background-color:#F8F9FA;"
| 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 
|}
{| class="wikitable" style="font-weight:bold;"
|- style="background-color:#dae8fc; color:#002041;"
! Example
|- style="font-weight:normal;"
| hem_sha256=671638d17df92ac6e46e3f00ad0e78f09116ca29128e93dcb53ff340abdeb2c2
|}

=== Unified ID ===
{| class="wikitable" style="background-color:#F8F9FA;"
|- style="font-weight:bold; background-color:#EAECF0;"
! 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
|}
{| class="wikitable" style="font-weight:bold;"
|- style="background-color:#32BBB9; color:#002041;"
! Example
|- style="font-weight:normal;"
| uid2=MTKVpUAzwYAPnHrtfE0wlINOMzhU7UUEjjVdCdRu63k= uid_token=AgAAAAPFR0zA5ogv/yaAPiUsAdZPsfqS8QlDSGxAB+rr8yekFs3AjLYVk5qqqiyV2XHbSuwzHmxSlLeQeKQI1mp015jsNnpX5 /xGgXldcgVz+gFnyh3T8/3agMwRmyrhCxG4oH2C7fc48AQk2eotE7FW0ZDEYM8fD9ZxDaxFUC/OV3OuZA
|}

=== Page and Bundle ===
{| class="wikitable" style="background-color:#F8F9FA;"
|- style="font-weight:bold; background-color:#EAECF0;"
! 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
|}
{| class="wikitable" style="font-weight:bold;"
|- style="background-color:#32BBB9; color:#002041;"
! Example
|- style="font-weight:normal;"
| 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 [https://github.com/InteractiveAdvertisingBureau/AdCOM/blob/master/AdCOM%20v1.0%20FINAL.md#list--api-frameworks- '''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.

{| class="wikitable" style="font-weight:bold;"
|- style="background-color:#F4F5F7;"
! Value
! Definition
|-
| 1
| style="font-weight:normal;" | VPAID 1.0
|-
| 2
| style="font-weight:normal;" | VPAID 2.0
|- style="font-weight:normal; color:#666;"
| 3
| MRAID 1.0
|- style="font-weight:normal; color:#666;"
| 4
| ORMMA
|- style="font-weight:normal; color:#666;"
| 5
| MRAID 2.0
|- style="font-weight:normal; color:#666;"
| 6
| MRAID 3.0
|-
| 7
| style="font-weight:normal;" | OMID 1.0
|-
| 8
| style="font-weight:normal;" | 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:

{| class="wikitable"
|- style="text-align:center; background-color:#c0c0c0; color:#000000;"
! 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.
|}

=== Universal campaign/tag ===

===== What is a Universal Campaign? =====

The tag from this campaign will be placed on every Ad served so the overall co-viewing and demo landscape can be observed by Nielsen and the client.

===== What are the benefits of the Universal Campaign? =====

'''The universal tag can serve multiple purposes:'''

Nielsen ONE Ads Measurement Methodology:

Scale for Pipeline Testing: Since the universal tag represents every possible ad exposure on the platform, the ad volume allows for testing of the production pipeline’s ability to scale. Addressing bottlenecks or inefficiencies will ensure Nielsen’s pipelines are robust and can meet SLAs even with spikes in traffic.

Measurement Model Training & Validation: When served client-side, the universal tag allows Nielsen to identify all ads served to Nielsen panelists. These exposures can be matched with Nielsen’s granular, second-level audience measurement to provide a comprehensive truth set for both model training and evaluation.

Household Demographic Modeling: DAR measurement begins with predicting the demographics for all household members living in the home associated with a particular device or account. The universal tag will ensure Nielsen has all possible information for a device to make those predictions.

Deduplication Model Training: With the launch of NielsenONE, Nielsen will be providing comprehensive deduplication across all platforms. Similar to measurement methodology, the universal tag can be used to help train and evaluate the deduplication approach.

===== Planning =====
Client Ad Monetizable Media Type in NMI: By deploying the Universal Tag, Nielsen will be able to calculate monthly reach estimates that allow for inclusion in planning tools for cross media planning use cases
Analytics

Macro Level Insights: Custom reporting of macros level insights about the client’s ad performance is available with the use of the Universal Tag. Insights can include general OTP vs. other platforms (TV), age/gender distribution, cross platform incrementality, reach efficiency, advanced audiences, etc.

===== Additional details of the Universal Campaign? =====

Adding additional metadata to this pixel will help filter the measurement reports for audience insight per line item/creative.
This is a client-paid Nielsen campaign
Reports cannot be shared directly with advertisers
The Universal Tag will be created and provided by Nielsen.

=== 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.

== About Nielsen ==

Nielsen shapes the world’s media and content as a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviors across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their audiences—now and into the future.

A Nielsen operates around the world in more than 55 countries. Learn more at [http://www.nielsen.com '''www.nielsen.com'''] and connect with us on social media.

'''Audience Is Everything®'''

Mobile DAR Attributes Requirements

2026-03-20T17:47:42Z

JeffLamas: Updating titles to links

{{Breadcrumb|}} {{Breadcrumb|Digital}} {{Breadcrumb| Digital Ad Ratings}} {{CurrentBreadcrumb | Mobile Nielsen One Ads Attributes Requirements}}
[[Category:Digital]]

The standard Nielsen One Ads (N1 Ads) tag only supports cookie based '''web browser''' viewing on PCs, MACs, and tablets/smartphone (web-browser). However, when ads are served to tablets/smartphones via native '''app-store applications''', the cookie based tag does not function correctly. Additional tag attributes are needed in order for audience reach measurement to function. Example tags are detailed later in this document.

One way Nielsen clients can accomplish this is by the use of Nielsen’s native iOS/Android App SDK. Nielsen’s App SDK automatically adds these additional tag attributes to the standard cookie based webbrowser tag before the tag is forwarded on to the Nielsen census collection system. However, there is a significant portion of the publisher mobile app universe where it is either not feasible, or desirable to integrate Nielsen’s native App SDK into 3rd party applications.

The purpose of this document is to detail the tag URL parameters required that are '''additional''' to the standard cookie based web-browser tag.

The most critical additional parameter required is the insertion of the Advertising ID (IFA / IDFA / AdID) from the users device that has been exposed to the Ad creative.

If you are reading this document as an Ad server representative then it is assumed that you have published a specification that mobile app publishers follow to pass the appropriate Advertising ID in the Ad request payload. Typically, your Ad server will then expand a macro or label with that value passed in the Ad request URL, insert into the N1 Ads mobile app tag and redirect to Nielsen collections. See s. See [[#Appendix A: Example Implementation]], figure 2 for an example tag workflow.

The standard way of triggering a Nielsen One Ads (N1 Ads) tag on Mobile-App is for the publisher app to trigger (either directly or via Ad server) the tag upon Ad exposure to the user. i.e. a client-side initiated tag. If you wish to implement server-side dispatch of mobile in-app N1 Ads tags then see additional section in this document titled '''server-side tag dispatch'''. Please read the rest of this document before reading the section on server-server.

Once you have completed your integration, you will be required to submit to a short certification. See [[#Appendix B: Implementation, Testing & Certification]]. Certification also grants inclusion to the approved publisher and certified Ad server vendor list.

'''Important Note:''' for 2018, the MRC has mandated a series of changes to audience measurement that will require additional tag events to be communicated to Nielsen so that we may compute duration weighting etc. You are strongly urged to contact your Nielsen client service representative to seek a briefing from Nielsen on the best technical methods for tagging in order to be compliant with these changes.

__TOC__

== Standard N1 Ads Tag ==
The N1 Ads tag is available as a 1x1 pixel. The following pixel/tag parameters must be specified for all N1 Ads tags, 1x1, regardless of implementation type: browser, mobile browser, mobile app or connected device.

{| class="wikitable"
|-
! Tag Parameter
! Description
|-
| CI
| Client ID: the ID that is associated with the N1 Ads account that processed tag data is associated with. Will always be hardcoded to a Nielsen generated value that comes from the Nielsen campaign management system
|- style="background-color:#eff8ef;"
| AM
| Ad Server: an ad server participating on the campaign media-plan. This is an internal Nielsen generated value when the ad server is indicated on the campaign during setup
|-
| CA
| Campaign Id: this is the ID associated with your N1 Ads campaign. Unless you are creating and managing the Nielsen campaign via the N1 Ads Tag API, then this parameter value will always be generated from the Nielsen campaign management system. Note: often maps to a media-plan I/O Id
|- style="background-color:#eff8ef;"
| CR
| Creative Id: N1 Ads does not currently report at the creative level; can be hard coded ad server id or associated with a macro expansion
|-
| PC
| Placement Id: can be generated by the ad server via macro expansion or generated by the Nielsen campaign management system. Note: often maps to one of Ad Unit Id, Line Item Id or Video Ad Id
|- style="background-color:#eff8ef;"
| CE
| Site Id: the Id that identifies a publisher site that the placement needs to be mapped to. Maps into the Nielsen MarketView database. Note: can be hardcoded to a pre-registered ad server site id in the Nielsen system or a macro expansion where more than one pre-existing site ids have been made known to Nielsen
|-
| R
| Cachebuster (web): timestamp / random number. Generated by ad server
|- style="background-color:#eff8ef;"
| AT
| Fixed value: “view”
|-
| RT
| Fixed value: “banner”
|- style="background-color:#eff8ef;"
| ST
| Fixed value: “image”
|}
<blockquote> Do not URL encode the values</blockquote>

== Additional N1 Ads Tag Parameters for Mobile App Audience Measurement ==
In this section, the additional URL parameters required beyond the standard cookie based web-browser tag are described in detail.

For each of the tag examples detailed below, we can support both non-secure (http) and secure (https) flavors. The standard cookie based web-browser tag is included below for reference purposes.

'''Important note:''' the values against each value-pair in the following tags are for illustrative purposes only. Values for CA, PC and CE will vary depending on the specific campaign being measured and capabilities of the Ad server for macro/value expansion. For more detail on the core N1 Ads parameters, please see the '''Nielsen N1 Ads Tag Implementation Guide.'''

'''Web Browser N1 Ads tag (cookie based persons identification)'''
<code> //secure-gl.imrworldwide.com/cgi-bin/m?ci=nlsnci535&am=3&at=view&rt=banner&st=image&ca=nlsn12452&cr=crtve&pc=<creativeid>_plc0001&ce=<siteid>&r=<timestamp> </code>

'''Mobile-App N1 Ads Tag Extension (IFA based persons identification)'''
<code> //secure-gl.imrworldwide.com/cgi-bin/m?ci=nlsnci535&am=3&at=view&rt=banner&st=image&ca=nlsn12452&cr=crtve&pc=<creativeid>_plc0001&ce=<siteid>&c7=osgrp,IOS&c8=devgrp,PHN&c9=devid,XXXX-XX-XXXXX-XXXX &c10=plt,MBL&c12=apv,<appVersion>&c13=asid,NIELSEN-PROVIDEDID&c14=osver,7.0.4&uoo=0&r=<timestamp> </code>

{| class="wikitable"
|- style="font-weight:bold; "
! style="vertical-align:middle;" | Additional N1 Ads Tag Parameters for Mobile
! style="vertical-align:middle;" | Example
! style="vertical-align:middle;" | Description
! style="vertical-align:middle;" | Mandatory parameter for mDAR?
|-
| style="vertical-align:middle;" | &c7
| &c7=osgrp,IOS
| style="vertical-align:middle;" | OS Grouping
| style="vertical-align:middle;" |
|- style="background-color:#eff8ef;"
| &c8
| &c8=devgrp,PHN
| style="vertical-align:middle;" | Device Grouping
| ✔
|-
| style="vertical-align:middle;" | &c9
| &c9=devid,CB6E9220-EA64-440B-9456-33AD2294C658
| style="vertical-align:middle; " | Advertising ID
| ✔
|- style="background-color:#eff8ef;"
| &c10
| &c10=plt,MBL
| Platform
| ✔
|-
| &c12
| &c12=apv,1
| App Version
|
|- style="background-color:#eff8ef;"
| &c13
| c13=asid,DD8136-4F0B-470B-9ACA-231E818D95BC
| AppID (Nielsen assigned App ID)
| | ✔
|-
| &c14
| &c14=osver,15.1.3
| OS Version
|
|- style="background-color:#eff8ef;"
|&uoo
| &uoo=0
| Opt-out indicator
| ✔
|-
|&hem_sha256
|
| SHA256 Hashed Email
|
|- style="background-color:#eff8ef;"
| &hem_unknown
|
| Unknown Hashed Algorithm Email
|
|-
|&fp_id
|&fp_id=1A2B_3C4D
|Publisher's unique identifier for users
|
|}

<blockquote>'''Note''': Clients are encouraged to make an effort to always fill-in optional parameters.

'''Note''': Do not URL encode the values.</blockquote>

== C7 - OS Grouping (Optional) ==
Valid device OS Grouping data values are the following literal values:
* osgrp,IOS
* osgrp,DROID
* osgrp,ANDROID
<blockquote>'''Note''': If one of the above values cannot be specific, then the parameter should not be included in the call.</blockquote>

== C8 - Device Grouping (Mandatory)==
Valid literal values for phone, tablet, portable media player (iPod) and unknown are as follows:
* devgrp,PHN - Phone
* devgrp,TAB - Tablet
* devgrp,PMP - Portable Media Player (iPod)
* devgrp,UNWN - Unknown/Unclassified
* devgrp,DSK - Desktop
* devgrp,STV ← CTV/OTT Device
==== Notes ====
* Mandatory for accurate measurement, and if unable to pass, Nielsen cannot guarantee the impression will be classified correctly.
* “UNWN” will result in Nielsen attempting an introspection of the User Agent in the HTTP request sent against Device Atlas for classification.
* “STV” is the default value for OTT when the specific device value isn’t passed.</blockquote>

== C9 - Advertising ID (Mandatory) ==
This is the advertiser ID for the client’s mobile device. IDFA for iOS, Google Advertising ID for Android:
* devid,<IDFA>
* devid,<IFA>
* devid,<Google Advertising ID>
 
{| class="wikitable"
|- style="background-color:#efefef;"
! colspan="2" | Below are the supported hash methods for the devid value:
|- style="vertical-align:bottom;"
| Clear Text
| c9=devid,CB6E9220-EA64-440B-9456-33AD2294C658
|- style="vertical-align:bottom;"
| sha256
| c9=devid,136844f58ab7f7e991ea4b5150ec767c9327e1391c839a3b3612d418ae875391
|- style="vertical-align:bottom;"
| Sha1
| c9=devid,a08039967f4817ada4a7f331369eea522ad415a7
|- style="vertical-align:bottom;"
| md5
| c9=devid,53d8c474c1e871bdd34f14785dbcfd94
|}

==== Notes ====
For Android devices, the Google Advertiser ID should be used as the default and the Android ID as the second option. 

* If C9 is <empty>, upon receiving the ping, the Nielsen collection server will attempt a 302 redirect to the data provider per the regular N1 Ads pixel for browsers.</blockquote>
* As of August 1, 2014, Google is enforcing use of the Advertising ID for advertising and user analytics (http://play.google.com/about/developer-content-policy.html).
<blockquote>'' "Beginning August 1st 2014, all updates and new apps uploaded to the Play Store must use the advertising ID (when available on a device) in lieu of any other device identifiers for any advertising purposes."</blockquote>
* It is preferred that the IDFA or Google Advertising ID be sent as is from the mobile device (“cleartext”). However, if mandated, we will support SHA256 hashed values with no-salt. Passing a hashed value (and/or salting) using any other standard will result in a failed match by the data provider upon receiving the ping. In turn, this results in impressions surfacing in the N1 Ads unmeasurable audience totals. Please contact Nielsen if you anticipate a large percentage of hashed values coming in from your publisher clients.

=== Privacy, Ad Tracking, and Ad Targeting ===
In newer iterations of the iOS and Android device operating systems, a facility exists allowing users to “opt-out” of “Ad Tracking”. It is Nielsen’s interpretation that this setting is primarily designed to allow users to specify opt-out of Ad Targeting rather than Ad Measurement. N1 Ads
does not provide Ad Targeting data.

However, it is also Nielsen’s position that the publisher or Ad network should provide a mechanism to also allow a user to opt-out of Ad Measurement. The Nielsen SDK will honor the Nielsen Ad Measurement opt-out settings configurable @ http://www.nielsen.com/us/en/campaigns/privacy-policy-opt-out.html.

However if the integration approach described in this document is being used instead of the Nielsen SDK then '''YOU''' as the publisher or Ad network must provide a capability to opt-out of Ad Measurement as the configuration on www.nielsen.com will not be detectable. You may
elect to interpret the iOS / Android “Ad Tracking” setting for the purpose of limit Ad measurement or provide a separate discreet mechanism to allow a user to opt-out of Ad measurement.

Please see '''&uoo''' later in this document for implementation details of the optout indicator.

For additional clarification on privacy policy, please contact your Nielsen representative.

== C10 - Platform (Mandatory) ==
To determine this value, Nielsen suggests that the ad network leverage user agent information to determine if the client device is either a mobile or desktop device.

Valid literal values for mobile and desktop data values are as follows:
* plt,MBL
* plt,DSK
* plt,OTT
==== Notes ====
* Mandatory for accurate measurement, and if unable to pass, Nielsen cannot guarantee the impression will be classified correctly.
* Omitting c10, or a value in c10, will result in Nielsen attempting an introspection of the User Agent in the HTTP request sent against Device Atlas for classification.
* “OTT” (Connective Devices) is a valid value that is populated by participating vendors (Amazon, Hulu and Roku). Non-participating vendors will be unmeasurable volumetric metric only.

== C12 - App Version (Optional) ==
This is the version of the ad network system software or SDK that is implemented in this extension. Although this field is not required, this feature can be useful for troubleshooting purposes following deployment.
* apv,<N.N>

== C13 - AppID ==
This Nielsen provided ID is unique to the ad network and is required for certification.
* asid,<NNNNNNNNN-NNNN-NNNN-NNNN-NNNNNNNNNNNN>
An App ID will be provided for testing. A separate App ID will be provided for production use. Please request from your Nielsen representative.
<blockquote>'''Note''': If you are a publisher leveraging the non-SDK solution, you will be provided with a unique App ID for each combination of app and device OS type.</blockquote>

== C14 - OS Version (Optional) ==
Operating system version
* osver,<OS Version>
Example: for iOS -> 7.0.4

== UOO - Opt Out ==
Opt-out parameter
* <Boolean state>
<Boolean state> is a Boolean representation of whether the user is opting out or not.

The absence of uoo in the tag is interpreted as an implicit opt-in. i.e. not opting out.

The following pairings of opt-out are supported. '''Important:''' you must choose one set of paired values only and inform your Nielsen representative.
{| class="wikitable"
|-
! Opt-out !! Opt-in
|-
| uoo=true || uoo=false
|-
| uoo=1 || uoo=0
|-
| uoo=yes || uoo=no
|}
<blockquote>'''Note''': if your Ad server is not capable os supporting the discrete &uoo parameter then you can set the c9 value to <code>devid,optout</code> (for example <code>…&c8=PHN&c9=devid,optout&c10=MBL…</code>)</blockquote>
== Additional Parameters ==
This section describes several important additional parameters that the N1 Ads tag can support, specifically Hashed Email, and UID2 values. 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 N1 Ads 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}
{| class="wikitable" style="font-weight:bold; background-color:#EAECF0;"
|-
! Name
! Description
! Available Tag Parameters
|- style="font-weight:normal; background-color:#F8F9FA;"
| 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 
|}
{| class="wikitable" style="font-weight:bold;"
|- style="background-color:#dae8fc; color:#002041;"
! Example
|- style="font-weight:normal;"
| hem_sha256=tMmiiTI7IaAcPpQPFQ65uMVCWH8av9jw4cwf/F5HVRQ=
|}

=== Unified ID ===
{| class="wikitable" style="background-color:#F8F9FA;"
|- style="font-weight:bold; background-color:#EAECF0;"
! 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
|}
{| class="wikitable" style="font-weight:bold;"
|- style="background-color:#32BBB9; color:#002041;"
! Example
|- style="font-weight:normal;"
| uid2=MTKVpUAzwYAPnHrtfE0wlINOMzhU7UUEjjVdCdRu63k= uid_token=AgAAAAPFR0zA5ogv/yaAPiUsAdZPsfqS8QlDSGxAB+rr8yekFs3AjLYVk5qqqiyV2XHbSuwzHmxSlLeQeKQI1mp015jsNnpX5 /xGgXldcgVz+gFnyh3T8/3agMwRmyrhCxG4oH2C7fc48AQk2eotE7FW0ZDEYM8fD9ZxDaxFUC/OV3OuZA&
|}

=== First Party Identifier ===
{| class="wikitable" style="background-color:#F8F9FA;"
|- style="font-weight:bold; background-color:#EAECF0;"
!Name
!Description
!Available Tag Parameters
|-
|First Party Identifier
| A user unique identifier given by the Publisher
|&fp_id
|}
== Server-Side Tag Dispatch ==
The standard way of triggering a Nielsen One Ads (N1 Ads) tag on Mobile-App is for the publisher app to trigger (either directly or via Ad server) the tag upon Ad exposure to the user. i.e. 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 N1 Ads tag) is physically initiated from the server-side. Evidence may be required (publisher log file or similar) from the MRC/IAB that the user was exposed to the Ad creative on their device.

The following additional changes to the standard mobile-app N1 Ads tag are required to support dispatch the N1 Ads tag from a '''server-side''' publisher ad server:

#'''X-Forwarded-For (XFF) IP:''' The original client IP address must be passed in the X-Forwarded-For (XFF) HTTP header field. When the impression is fired directly from the Ad Server, the XReal-IP will be the Ad Server IP.
#'''Cachebuster:''' Already present in the N1 Ads tag, this now becomes mandatory. A cachebuster or random number ensures a new call is made to the Ad Server. By including a cachebuster ('r' parameter), the tag will not be cached. The timestamp of when the Ad was served can be used.
#'''User Agent (UA):''' The HTTP UA from the client device should be used to populate the HTTP UA in the server-server connection/ping.
#'''TLS:''' the tag received by Nielsen must be TLS v1.2 compliant or greater.

==== Important notes ====
* the current iteration of server-server tag collection only supports mobile-app (IFA and AAID) and will NOT support cookie based audience measurement.
* The client’s server-server setup that is going to trigger/send the N1 Ads tag should suppress any Nielsen cookie returned by the Nielsen collection server as a result of the first N1 Ads tag received. If the Nielsen cookie (returned upon receiving the first N1 Ads tag into secure.imrworldwide.com) is not suppressed then invalid traffic (IVT) filtration will quickly be triggered upon receiving the 2nd and nth tag.

== Appendix A: Example Implementation ==
In the below examples, you will see the overall N1 Ads flow (Figure 1) and a detailed illustrative Ad Request / Response model (Figure 2).

<div align="center">'''Figure 1 – End to End Data Flow'''</div>

[[File:mDAR_Dataflow.png|center|link=]]

Nielsen certified publishers and platforms will append the new parameters (below) with the appropriate URL safe values passed to Nielsen’s current N1 Ads tag. The current N1 Ads tag should be acquired using the existing processes for each campaign/placement.

<blockquote><code>'''&c7'''=osgrp,IOS'''&c8'''=devgrp,PHN'''&c9'''=devid,XXXX-XX-XXXXXXXXX'''&c10'''=plt,MBL'''&c12'''=apv,AppVersion'''&c13'''=asid,XXXX-XX-XXXX-XXXX</code></blockquote>

<div align="center">'''Figure 2 – Illustrative Ad Request / Ad Response'''</div>

[[File:ad_response.png|center|link=]]

The above is an example of how an Ad server is supporting the build of mobile N1 Ads tags for its publisher clients.
*Step 2 in Figure 1 is a summary of steps 1 and 2 in Figure 2 above.
*Steps 3 and 4 in Figure 1 is a summary of steps 3 through 9 in Figure 2 above.

== Appendix B: Implementation, Testing & Certification ==
Once you have integrated the ping per the above specs, Nielsen requires you to pass through a one-time certification before traffic can be accepted into the production environment.

The overall process is:
* Valid N1 Ads contract or NDA is in place.
* Kick-off meeting with Nielsen onboarding team.
* Confirm meet minimums testing requirements:
** Host Ad/Tag for in-app delivery
** Can pass opt-out back to Nielsen
** Can pass Device ID in cleartext or SHA-256
* Nielsen provides the N1 Ads testing form that includes the test App ID and the test tag
* Identify the live campaigns for initial testing and run the test tag; suggest 5,000-10,000 impressions.
* Nielsen validates the data received from the test and confirms the initial test successful and provides the production App ID.
* Ensure contracts are in place for external test campaign with Nielsen Client Service team.
* Identify another live campaigns for production testing with production tag and app ID.
* Nielsen validates the data received from the final test and confirms certification for any N1 Ads countries tested.
==== Goals ====
* To test in full N1 Ads E2E environment, receive matches from data provider for demographics and correct identification of mobile impressions.
* To test that all minimum requirements in step 3 are passed to Nielsen with no issues.
* To test in a full N1 Ads end-to-end environment, receive matches from data providers for demographics and correct identification of mobile impressions.

Digital Ad Ratings

2026-03-20T16:57:58Z

JeffLamas: Undo revision 7001 by JeffLamas (talk)

{{Breadcrumb|}} {{Breadcrumb|Digital}} {{CurrentBreadcrumb}}
{{CategoryIcon|DAR.png|Digital Ad Ratings (DAR)}}

{| class="wikitable"
|-
! style="width: 90px;" |
! General Reference
|-
| rowspan="2" | {{SmallIcon|DigitalIcon.png}}
| '''[[Mobile DAR Attributes Requirements]]'''
|-
|'''[[iOS SDK App Privacy|App Privacy Details for App Store]]'''
|}

{| class="wikitable"
|-
! style="width: 90px;" | SDK / API
! style="width: 45px;" | OS
! Guide
|-
| rowspan="3" | {{SmallIcon|SDKIcon.png}}
| {{SmallIcon|BrowserIcon.png}}
| '''[[DAR Tag Implementation Guide]]'''
|}
{| class="wikitable"
|+
! style="width: 90px;" | SEI
!Guide
|-
| rowspan="2" | {{SmallIcon|DigitalIcon.png}}
|'''[[Digital Measurement SEI Ad Exposure|SEI Ad Exposure Guide]]'''
|-
|[[SEI Ad Audit Ping|'''SEI Ad Audit Ping''']]
|}

Mobile DAR Attributes Requirements

2026-03-20T16:31:51Z

JeffLamas:

{{Breadcrumb|}} {{Breadcrumb|Digital}} {{Breadcrumb|DAR Mobile Attributes Requirements}} {{CurrentBreadcrumb}}
[[Category:Digital]]

The standard Nielsen One Ads (N1 Ads) tag only supports cookie based '''web browser''' viewing on PCs, MACs, and tablets/smartphone (web-browser). However, when ads are served to tablets/smartphones via native '''app-store applications''', the cookie based tag does not function correctly. Additional tag attributes are needed in order for audience reach measurement to function. Example tags are detailed later in this document.

One way Nielsen clients can accomplish this is by the use of Nielsen’s native iOS/Android App SDK. Nielsen’s App SDK automatically adds these additional tag attributes to the standard cookie based webbrowser tag before the tag is forwarded on to the Nielsen census collection system. However, there is a significant portion of the publisher mobile app universe where it is either not feasible, or desirable to integrate Nielsen’s native App SDK into 3rd party applications.

The purpose of this document is to detail the tag URL parameters required that are '''additional''' to the standard cookie based web-browser tag.

The most critical additional parameter required is the insertion of the Advertising ID (IFA / IDFA / AdID) from the users device that has been exposed to the Ad creative.

If you are reading this document as an Ad server representative then it is assumed that you have published a specification that mobile app publishers follow to pass the appropriate Advertising ID in the Ad request payload. Typically, your Ad server will then expand a macro or label with that value passed in the Ad request URL, insert into the N1 Ads mobile app tag and redirect to Nielsen collections. See s. See [[#Appendix A: Example Implementation]], figure 2 for an example tag workflow.

The standard way of triggering a Nielsen One Ads (N1 Ads) tag on Mobile-App is for the publisher app to trigger (either directly or via Ad server) the tag upon Ad exposure to the user. i.e. a client-side initiated tag. If you wish to implement server-side dispatch of mobile in-app N1 Ads tags then see additional section in this document titled '''server-side tag dispatch'''. Please read the rest of this document before reading the section on server-server.

Once you have completed your integration, you will be required to submit to a short certification. See [[#Appendix B: Implementation, Testing & Certification]]. Certification also grants inclusion to the approved publisher and certified Ad server vendor list.

'''Important Note:''' for 2018, the MRC has mandated a series of changes to audience measurement that will require additional tag events to be communicated to Nielsen so that we may compute duration weighting etc. You are strongly urged to contact your Nielsen client service representative to seek a briefing from Nielsen on the best technical methods for tagging in order to be compliant with these changes.

__TOC__

== Standard N1 Ads Tag ==
The N1 Ads tag is available as a 1x1 pixel. The following pixel/tag parameters must be specified for all N1 Ads tags, 1x1, regardless of implementation type: browser, mobile browser, mobile app or connected device.

{| class="wikitable"
|-
! Tag Parameter
! Description
|-
| CI
| Client ID: the ID that is associated with the N1 Ads account that processed tag data is associated with. Will always be hardcoded to a Nielsen generated value that comes from the Nielsen campaign management system
|- style="background-color:#eff8ef;"
| AM
| Ad Server: an ad server participating on the campaign media-plan. This is an internal Nielsen generated value when the ad server is indicated on the campaign during setup
|-
| CA
| Campaign Id: this is the ID associated with your N1 Ads campaign. Unless you are creating and managing the Nielsen campaign via the N1 Ads Tag API, then this parameter value will always be generated from the Nielsen campaign management system. Note: often maps to a media-plan I/O Id
|- style="background-color:#eff8ef;"
| CR
| Creative Id: N1 Ads does not currently report at the creative level; can be hard coded ad server id or associated with a macro expansion
|-
| PC
| Placement Id: can be generated by the ad server via macro expansion or generated by the Nielsen campaign management system. Note: often maps to one of Ad Unit Id, Line Item Id or Video Ad Id
|- style="background-color:#eff8ef;"
| CE
| Site Id: the Id that identifies a publisher site that the placement needs to be mapped to. Maps into the Nielsen MarketView database. Note: can be hardcoded to a pre-registered ad server site id in the Nielsen system or a macro expansion where more than one pre-existing site ids have been made known to Nielsen
|-
| R
| Cachebuster (web): timestamp / random number. Generated by ad server
|- style="background-color:#eff8ef;"
| AT
| Fixed value: “view”
|-
| RT
| Fixed value: “banner”
|- style="background-color:#eff8ef;"
| ST
| Fixed value: “image”
|}
<blockquote> Do not URL encode the values</blockquote>

== Additional N1 Ads Tag Parameters for Mobile App Audience Measurement ==
In this section, the additional URL parameters required beyond the standard cookie based web-browser tag are described in detail.

For each of the tag examples detailed below, we can support both non-secure (http) and secure (https) flavors. The standard cookie based web-browser tag is included below for reference purposes.

'''Important note:''' the values against each value-pair in the following tags are for illustrative purposes only. Values for CA, PC and CE will vary depending on the specific campaign being measured and capabilities of the Ad server for macro/value expansion. For more detail on the core N1 Ads parameters, please see the '''Nielsen N1 Ads Tag Implementation Guide.'''

'''Web Browser N1 Ads tag (cookie based persons identification)'''
<code> //secure-gl.imrworldwide.com/cgi-bin/m?ci=nlsnci535&am=3&at=view&rt=banner&st=image&ca=nlsn12452&cr=crtve&pc=<creativeid>_plc0001&ce=<siteid>&r=<timestamp> </code>

'''Mobile-App N1 Ads Tag Extension (IFA based persons identification)'''
<code> //secure-gl.imrworldwide.com/cgi-bin/m?ci=nlsnci535&am=3&at=view&rt=banner&st=image&ca=nlsn12452&cr=crtve&pc=<creativeid>_plc0001&ce=<siteid>&c7=osgrp,IOS&c8=devgrp,PHN&c9=devid,XXXX-XX-XXXXX-XXXX &c10=plt,MBL&c12=apv,<appVersion>&c13=asid,NIELSEN-PROVIDEDID&c14=osver,7.0.4&uoo=0&r=<timestamp> </code>

{| class="wikitable"
|- style="font-weight:bold; "
! style="vertical-align:middle;" | Additional N1 Ads Tag Parameters for Mobile
! style="vertical-align:middle;" | Example
! style="vertical-align:middle;" | Description
! style="vertical-align:middle;" | Mandatory parameter for mDAR?
|-
| style="vertical-align:middle;" | &c7
| &c7=osgrp,IOS
| style="vertical-align:middle;" | OS Grouping
| style="vertical-align:middle;" |
|- style="background-color:#eff8ef;"
| &c8
| &c8=devgrp,PHN
| style="vertical-align:middle;" | Device Grouping
| ✔
|-
| style="vertical-align:middle;" | &c9
| &c9=devid,CB6E9220-EA64-440B-9456-33AD2294C658
| style="vertical-align:middle; " | Advertising ID
| ✔
|- style="background-color:#eff8ef;"
| &c10
| &c10=plt,MBL
| Platform
| ✔
|-
| &c12
| &c12=apv,1
| App Version
|
|- style="background-color:#eff8ef;"
| &c13
| c13=asid,DD8136-4F0B-470B-9ACA-231E818D95BC
| AppID (Nielsen assigned App ID)
| | ✔
|-
| &c14
| &c14=osver,15.1.3
| OS Version
|
|- style="background-color:#eff8ef;"
|&uoo
| &uoo=0
| Opt-out indicator
| ✔
|-
|&hem_sha256
|
| SHA256 Hashed Email
|
|- style="background-color:#eff8ef;"
| &hem_unknown
|
| Unknown Hashed Algorithm Email
|
|-
|&fp_id
|&fp_id=1A2B_3C4D
|Publisher's unique identifier for users
|
|}

<blockquote>'''Note''': Clients are encouraged to make an effort to always fill-in optional parameters.

'''Note''': Do not URL encode the values.</blockquote>

== C7 - OS Grouping (Optional) ==
Valid device OS Grouping data values are the following literal values:
* osgrp,IOS
* osgrp,DROID
* osgrp,ANDROID
<blockquote>'''Note''': If one of the above values cannot be specific, then the parameter should not be included in the call.</blockquote>

== C8 - Device Grouping (Mandatory)==
Valid literal values for phone, tablet, portable media player (iPod) and unknown are as follows:
* devgrp,PHN - Phone
* devgrp,TAB - Tablet
* devgrp,PMP - Portable Media Player (iPod)
* devgrp,UNWN - Unknown/Unclassified
* devgrp,DSK - Desktop
* devgrp,STV ← CTV/OTT Device
==== Notes ====
* Mandatory for accurate measurement, and if unable to pass, Nielsen cannot guarantee the impression will be classified correctly.
* “UNWN” will result in Nielsen attempting an introspection of the User Agent in the HTTP request sent against Device Atlas for classification.
* “STV” is the default value for OTT when the specific device value isn’t passed.</blockquote>

== C9 - Advertising ID (Mandatory) ==
This is the advertiser ID for the client’s mobile device. IDFA for iOS, Google Advertising ID for Android:
* devid,<IDFA>
* devid,<IFA>
* devid,<Google Advertising ID>
 
{| class="wikitable"
|- style="background-color:#efefef;"
! colspan="2" | Below are the supported hash methods for the devid value:
|- style="vertical-align:bottom;"
| Clear Text
| c9=devid,CB6E9220-EA64-440B-9456-33AD2294C658
|- style="vertical-align:bottom;"
| sha256
| c9=devid,136844f58ab7f7e991ea4b5150ec767c9327e1391c839a3b3612d418ae875391
|- style="vertical-align:bottom;"
| Sha1
| c9=devid,a08039967f4817ada4a7f331369eea522ad415a7
|- style="vertical-align:bottom;"
| md5
| c9=devid,53d8c474c1e871bdd34f14785dbcfd94
|}

==== Notes ====
For Android devices, the Google Advertiser ID should be used as the default and the Android ID as the second option. 

* If C9 is <empty>, upon receiving the ping, the Nielsen collection server will attempt a 302 redirect to the data provider per the regular N1 Ads pixel for browsers.</blockquote>
* As of August 1, 2014, Google is enforcing use of the Advertising ID for advertising and user analytics (http://play.google.com/about/developer-content-policy.html).
<blockquote>'' "Beginning August 1st 2014, all updates and new apps uploaded to the Play Store must use the advertising ID (when available on a device) in lieu of any other device identifiers for any advertising purposes."</blockquote>
* It is preferred that the IDFA or Google Advertising ID be sent as is from the mobile device (“cleartext”). However, if mandated, we will support SHA256 hashed values with no-salt. Passing a hashed value (and/or salting) using any other standard will result in a failed match by the data provider upon receiving the ping. In turn, this results in impressions surfacing in the N1 Ads unmeasurable audience totals. Please contact Nielsen if you anticipate a large percentage of hashed values coming in from your publisher clients.

=== Privacy, Ad Tracking, and Ad Targeting ===
In newer iterations of the iOS and Android device operating systems, a facility exists allowing users to “opt-out” of “Ad Tracking”. It is Nielsen’s interpretation that this setting is primarily designed to allow users to specify opt-out of Ad Targeting rather than Ad Measurement. N1 Ads
does not provide Ad Targeting data.

However, it is also Nielsen’s position that the publisher or Ad network should provide a mechanism to also allow a user to opt-out of Ad Measurement. The Nielsen SDK will honor the Nielsen Ad Measurement opt-out settings configurable @ http://www.nielsen.com/us/en/campaigns/privacy-policy-opt-out.html.

However if the integration approach described in this document is being used instead of the Nielsen SDK then '''YOU''' as the publisher or Ad network must provide a capability to opt-out of Ad Measurement as the configuration on www.nielsen.com will not be detectable. You may
elect to interpret the iOS / Android “Ad Tracking” setting for the purpose of limit Ad measurement or provide a separate discreet mechanism to allow a user to opt-out of Ad measurement.

Please see '''&uoo''' later in this document for implementation details of the optout indicator.

For additional clarification on privacy policy, please contact your Nielsen representative.

== C10 - Platform (Mandatory) ==
To determine this value, Nielsen suggests that the ad network leverage user agent information to determine if the client device is either a mobile or desktop device.

Valid literal values for mobile and desktop data values are as follows:
* plt,MBL
* plt,DSK
* plt,OTT
==== Notes ====
* Mandatory for accurate measurement, and if unable to pass, Nielsen cannot guarantee the impression will be classified correctly.
* Omitting c10, or a value in c10, will result in Nielsen attempting an introspection of the User Agent in the HTTP request sent against Device Atlas for classification.
* “OTT” (Connective Devices) is a valid value that is populated by participating vendors (Amazon, Hulu and Roku). Non-participating vendors will be unmeasurable volumetric metric only.

== C12 - App Version (Optional) ==
This is the version of the ad network system software or SDK that is implemented in this extension. Although this field is not required, this feature can be useful for troubleshooting purposes following deployment.
* apv,<N.N>

== C13 - AppID ==
This Nielsen provided ID is unique to the ad network and is required for certification.
* asid,<NNNNNNNNN-NNNN-NNNN-NNNN-NNNNNNNNNNNN>
An App ID will be provided for testing. A separate App ID will be provided for production use. Please request from your Nielsen representative.
<blockquote>'''Note''': If you are a publisher leveraging the non-SDK solution, you will be provided with a unique App ID for each combination of app and device OS type.</blockquote>

== C14 - OS Version (Optional) ==
Operating system version
* osver,<OS Version>
Example: for iOS -> 7.0.4

== UOO - Opt Out ==
Opt-out parameter
* <Boolean state>
<Boolean state> is a Boolean representation of whether the user is opting out or not.

The absence of uoo in the tag is interpreted as an implicit opt-in. i.e. not opting out.

The following pairings of opt-out are supported. '''Important:''' you must choose one set of paired values only and inform your Nielsen representative.
{| class="wikitable"
|-
! Opt-out !! Opt-in
|-
| uoo=true || uoo=false
|-
| uoo=1 || uoo=0
|-
| uoo=yes || uoo=no
|}
<blockquote>'''Note''': if your Ad server is not capable os supporting the discrete &uoo parameter then you can set the c9 value to <code>devid,optout</code> (for example <code>…&c8=PHN&c9=devid,optout&c10=MBL…</code>)</blockquote>
== Additional Parameters ==
This section describes several important additional parameters that the N1 Ads tag can support, specifically Hashed Email, and UID2 values. 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 N1 Ads 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}
{| class="wikitable" style="font-weight:bold; background-color:#EAECF0;"
|-
! Name
! Description
! Available Tag Parameters
|- style="font-weight:normal; background-color:#F8F9FA;"
| 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 
|}
{| class="wikitable" style="font-weight:bold;"
|- style="background-color:#dae8fc; color:#002041;"
! Example
|- style="font-weight:normal;"
| hem_sha256=tMmiiTI7IaAcPpQPFQ65uMVCWH8av9jw4cwf/F5HVRQ=
|}

=== Unified ID ===
{| class="wikitable" style="background-color:#F8F9FA;"
|- style="font-weight:bold; background-color:#EAECF0;"
! 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
|}
{| class="wikitable" style="font-weight:bold;"
|- style="background-color:#32BBB9; color:#002041;"
! Example
|- style="font-weight:normal;"
| uid2=MTKVpUAzwYAPnHrtfE0wlINOMzhU7UUEjjVdCdRu63k= uid_token=AgAAAAPFR0zA5ogv/yaAPiUsAdZPsfqS8QlDSGxAB+rr8yekFs3AjLYVk5qqqiyV2XHbSuwzHmxSlLeQeKQI1mp015jsNnpX5 /xGgXldcgVz+gFnyh3T8/3agMwRmyrhCxG4oH2C7fc48AQk2eotE7FW0ZDEYM8fD9ZxDaxFUC/OV3OuZA&
|}

=== First Party Identifier ===
{| class="wikitable" style="background-color:#F8F9FA;"
|- style="font-weight:bold; background-color:#EAECF0;"
!Name
!Description
!Available Tag Parameters
|-
|First Party Identifier
| A user unique identifier given by the Publisher
|&fp_id
|}
== Server-Side Tag Dispatch ==
The standard way of triggering a Nielsen One Ads (N1 Ads) tag on Mobile-App is for the publisher app to trigger (either directly or via Ad server) the tag upon Ad exposure to the user. i.e. 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 N1 Ads tag) is physically initiated from the server-side. Evidence may be required (publisher log file or similar) from the MRC/IAB that the user was exposed to the Ad creative on their device.

The following additional changes to the standard mobile-app N1 Ads tag are required to support dispatch the N1 Ads tag from a '''server-side''' publisher ad server:

#'''X-Forwarded-For (XFF) IP:''' The original client IP address must be passed in the X-Forwarded-For (XFF) HTTP header field. When the impression is fired directly from the Ad Server, the XReal-IP will be the Ad Server IP.
#'''Cachebuster:''' Already present in the N1 Ads tag, this now becomes mandatory. A cachebuster or random number ensures a new call is made to the Ad Server. By including a cachebuster ('r' parameter), the tag will not be cached. The timestamp of when the Ad was served can be used.
#'''User Agent (UA):''' The HTTP UA from the client device should be used to populate the HTTP UA in the server-server connection/ping.
#'''TLS:''' the tag received by Nielsen must be TLS v1.2 compliant or greater.

==== Important notes ====
* the current iteration of server-server tag collection only supports mobile-app (IFA and AAID) and will NOT support cookie based audience measurement.
* The client’s server-server setup that is going to trigger/send the N1 Ads tag should suppress any Nielsen cookie returned by the Nielsen collection server as a result of the first N1 Ads tag received. If the Nielsen cookie (returned upon receiving the first N1 Ads tag into secure.imrworldwide.com) is not suppressed then invalid traffic (IVT) filtration will quickly be triggered upon receiving the 2nd and nth tag.

== Appendix A: Example Implementation ==
In the below examples, you will see the overall N1 Ads flow (Figure 1) and a detailed illustrative Ad Request / Response model (Figure 2).

<div align="center">'''Figure 1 – End to End Data Flow'''</div>

[[File:mDAR_Dataflow.png|center|link=]]

Nielsen certified publishers and platforms will append the new parameters (below) with the appropriate URL safe values passed to Nielsen’s current N1 Ads tag. The current N1 Ads tag should be acquired using the existing processes for each campaign/placement.

<blockquote><code>'''&c7'''=osgrp,IOS'''&c8'''=devgrp,PHN'''&c9'''=devid,XXXX-XX-XXXXXXXXX'''&c10'''=plt,MBL'''&c12'''=apv,AppVersion'''&c13'''=asid,XXXX-XX-XXXX-XXXX</code></blockquote>

<div align="center">'''Figure 2 – Illustrative Ad Request / Ad Response'''</div>

[[File:ad_response.png|center|link=]]

The above is an example of how an Ad server is supporting the build of mobile N1 Ads tags for its publisher clients.
*Step 2 in Figure 1 is a summary of steps 1 and 2 in Figure 2 above.
*Steps 3 and 4 in Figure 1 is a summary of steps 3 through 9 in Figure 2 above.

== Appendix B: Implementation, Testing & Certification ==
Once you have integrated the ping per the above specs, Nielsen requires you to pass through a one-time certification before traffic can be accepted into the production environment.

The overall process is:
* Valid N1 Ads contract or NDA is in place.
* Kick-off meeting with Nielsen onboarding team.
* Confirm meet minimums testing requirements:
** Host Ad/Tag for in-app delivery
** Can pass opt-out back to Nielsen
** Can pass Device ID in cleartext or SHA-256
* Nielsen provides the N1 Ads testing form that includes the test App ID and the test tag
* Identify the live campaigns for initial testing and run the test tag; suggest 5,000-10,000 impressions.
* Nielsen validates the data received from the test and confirms the initial test successful and provides the production App ID.
* Ensure contracts are in place for external test campaign with Nielsen Client Service team.
* Identify another live campaigns for production testing with production tag and app ID.
* Nielsen validates the data received from the final test and confirms certification for any N1 Ads countries tested.
==== Goals ====
* To test in full N1 Ads E2E environment, receive matches from data provider for demographics and correct identification of mobile impressions.
* To test that all minimum requirements in step 3 are passed to Nielsen with no issues.
* To test in a full N1 Ads end-to-end environment, receive matches from data providers for demographics and correct identification of mobile impressions.

Digital Ad Ratings

2026-03-20T16:28:26Z

JeffLamas: Undo revision 7002 by JeffLamas (talk)

{{Breadcrumb|}} {{Breadcrumb|Digital}} {{CurrentBreadcrumb}}
{{CategoryIcon|DAR.png|Nielsen One Ads (N1 Ads)}}

{| class="wikitable"
|-
! style="width: 90px;" |
! General Reference
|-
| rowspan="2" | {{SmallIcon|DigitalIcon.png}}
| '''[[Mobile N1 Ads Attributes Requirements]]'''
|-
|'''[[iOS SDK App Privacy|App Privacy Details for App Store]]'''
|}

{| class="wikitable"
|-
! style="width: 90px;" | SDK / API
! style="width: 45px;" | OS
! Guide
|-
| rowspan="3" | {{SmallIcon|SDKIcon.png}}
| {{SmallIcon|BrowserIcon.png}}
| '''[[N1 Ads Tag Implementation Guide]]'''
|}
{| class="wikitable"
|+
! style="width: 90px;" | SEI
!Guide
|-
| rowspan="2" | {{SmallIcon|DigitalIcon.png}}
|'''[[Digital Measurement SEI Ad Exposure|SEI Ad Exposure Guide]]'''
|-
|[[SEI Ad Audit Ping|'''SEI Ad Audit Ping''']]
|}

Digital Ad Ratings

2026-03-20T16:27:11Z

JeffLamas: Undo revision 7003 by JeffLamas (talk)

{{Breadcrumb|}} {{Breadcrumb|Digital}} {{CurrentBreadcrumb}}
{{CategoryIcon|DAR.png|Nielsen One Ads (N1 Ads)}}

{| class="wikitable"
|-
! style="width: 90px;" |
! General Reference
|-
| rowspan="2" | {{SmallIcon|DigitalIcon.png}}
| '''[[DAR Mobile Attributes Requirements]]'''
|-
|'''[[iOS SDK App Privacy|App Privacy Details for App Store]]'''
|}

{| class="wikitable"
|-
! style="width: 90px;" | SDK / API
! style="width: 45px;" | OS
! Guide
|-
| rowspan="3" | {{SmallIcon|SDKIcon.png}}
| {{SmallIcon|BrowserIcon.png}}
| '''[[N1 Ads Tag Implementation Guide]]'''
|}
{| class="wikitable"
|+
! style="width: 90px;" | SEI
!Guide
|-
| rowspan="2" | {{SmallIcon|DigitalIcon.png}}
|'''[[Digital Measurement SEI Ad Exposure|SEI Ad Exposure Guide]]'''
|-
|[[SEI Ad Audit Ping|'''SEI Ad Audit Ping''']]
|}

Digital Ad Ratings

2026-03-20T16:26:29Z

JeffLamas:

{{Breadcrumb|}} {{Breadcrumb|Digital}} {{CurrentBreadcrumb}}
{{CategoryIcon|DAR.png|Mobile Dar Attributes Requirements (DAR)}}

{| class="wikitable"
|-
! style="width: 90px;" |
! General Reference
|-
| rowspan="2" | {{SmallIcon|DigitalIcon.png}}
| '''[[DAR Mobile Attributes Requirements]]'''
|-
|'''[[iOS SDK App Privacy|App Privacy Details for App Store]]'''
|}

{| class="wikitable"
|-
! style="width: 90px;" | SDK / API
! style="width: 45px;" | OS
! Guide
|-
| rowspan="3" | {{SmallIcon|SDKIcon.png}}
| {{SmallIcon|BrowserIcon.png}}
| '''[[N1 Ads Tag Implementation Guide]]'''
|}
{| class="wikitable"
|+
! style="width: 90px;" | SEI
!Guide
|-
| rowspan="2" | {{SmallIcon|DigitalIcon.png}}
|'''[[Digital Measurement SEI Ad Exposure|SEI Ad Exposure Guide]]'''
|-
|[[SEI Ad Audit Ping|'''SEI Ad Audit Ping''']]
|}

Digital Ad Ratings

2026-03-20T16:21:51Z

JeffLamas:

{{Breadcrumb|}} {{Breadcrumb|Digital}} {{CurrentBreadcrumb}}
{{CategoryIcon|DAR.png|Nielsen One Ads (N1 Ads)}}

{| class="wikitable"
|-
! style="width: 90px;" |
! General Reference
|-
| rowspan="2" | {{SmallIcon|DigitalIcon.png}}
| '''[[DAR Mobile Attributes Requirements]]'''
|-
|'''[[iOS SDK App Privacy|App Privacy Details for App Store]]'''
|}

{| class="wikitable"
|-
! style="width: 90px;" | SDK / API
! style="width: 45px;" | OS
! Guide
|-
| rowspan="3" | {{SmallIcon|SDKIcon.png}}
| {{SmallIcon|BrowserIcon.png}}
| '''[[N1 Ads Tag Implementation Guide]]'''
|}
{| class="wikitable"
|+
! style="width: 90px;" | SEI
!Guide
|-
| rowspan="2" | {{SmallIcon|DigitalIcon.png}}
|'''[[Digital Measurement SEI Ad Exposure|SEI Ad Exposure Guide]]'''
|-
|[[SEI Ad Audit Ping|'''SEI Ad Audit Ping''']]
|}

Digital Ad Ratings

2026-03-20T16:19:01Z

JeffLamas: Updating from DAR to N1 Ads

Mobile DAR Attributes Requirements

2026-03-20T16:16:33Z

JeffLamas: Updating all verbiage from DAR to N1 Ads

{{Breadcrumb|}} {{Breadcrumb|Digital}} {{Breadcrumb|Nielsen One Ads}} {{CurrentBreadcrumb}}
[[Category:Digital]]

The standard Nielsen One Ads (N1 Ads) tag only supports cookie based '''web browser''' viewing on PCs, MACs, and tablets/smartphone (web-browser). However, when ads are served to tablets/smartphones via native '''app-store applications''', the cookie based tag does not function correctly. Additional tag attributes are needed in order for audience reach measurement to function. Example tags are detailed later in this document.

One way Nielsen clients can accomplish this is by the use of Nielsen’s native iOS/Android App SDK. Nielsen’s App SDK automatically adds these additional tag attributes to the standard cookie based webbrowser tag before the tag is forwarded on to the Nielsen census collection system. However, there is a significant portion of the publisher mobile app universe where it is either not feasible, or desirable to integrate Nielsen’s native App SDK into 3rd party applications.

The purpose of this document is to detail the tag URL parameters required that are '''additional''' to the standard cookie based web-browser tag.

The most critical additional parameter required is the insertion of the Advertising ID (IFA / IDFA / AdID) from the users device that has been exposed to the Ad creative.

If you are reading this document as an Ad server representative then it is assumed that you have published a specification that mobile app publishers follow to pass the appropriate Advertising ID in the Ad request payload. Typically, your Ad server will then expand a macro or label with that value passed in the Ad request URL, insert into the N1 Ads mobile app tag and redirect to Nielsen collections. See s. See [[#Appendix A: Example Implementation]], figure 2 for an example tag workflow.

The standard way of triggering a Nielsen One Ads (N1 Ads) tag on Mobile-App is for the publisher app to trigger (either directly or via Ad server) the tag upon Ad exposure to the user. i.e. a client-side initiated tag. If you wish to implement server-side dispatch of mobile in-app N1 Ads tags then see additional section in this document titled '''server-side tag dispatch'''. Please read the rest of this document before reading the section on server-server.

Once you have completed your integration, you will be required to submit to a short certification. See [[#Appendix B: Implementation, Testing & Certification]]. Certification also grants inclusion to the approved publisher and certified Ad server vendor list.

'''Important Note:''' for 2018, the MRC has mandated a series of changes to audience measurement that will require additional tag events to be communicated to Nielsen so that we may compute duration weighting etc. You are strongly urged to contact your Nielsen client service representative to seek a briefing from Nielsen on the best technical methods for tagging in order to be compliant with these changes.

__TOC__

== Standard N1 Ads Tag ==
The N1 Ads tag is available as a 1x1 pixel. The following pixel/tag parameters must be specified for all N1 Ads tags, 1x1, regardless of implementation type: browser, mobile browser, mobile app or connected device.

{| class="wikitable"
|-
! Tag Parameter
! Description
|-
| CI
| Client ID: the ID that is associated with the N1 Ads account that processed tag data is associated with. Will always be hardcoded to a Nielsen generated value that comes from the Nielsen campaign management system
|- style="background-color:#eff8ef;"
| AM
| Ad Server: an ad server participating on the campaign media-plan. This is an internal Nielsen generated value when the ad server is indicated on the campaign during setup
|-
| CA
| Campaign Id: this is the ID associated with your N1 Ads campaign. Unless you are creating and managing the Nielsen campaign via the N1 Ads Tag API, then this parameter value will always be generated from the Nielsen campaign management system. Note: often maps to a media-plan I/O Id
|- style="background-color:#eff8ef;"
| CR
| Creative Id: N1 Ads does not currently report at the creative level; can be hard coded ad server id or associated with a macro expansion
|-
| PC
| Placement Id: can be generated by the ad server via macro expansion or generated by the Nielsen campaign management system. Note: often maps to one of Ad Unit Id, Line Item Id or Video Ad Id
|- style="background-color:#eff8ef;"
| CE
| Site Id: the Id that identifies a publisher site that the placement needs to be mapped to. Maps into the Nielsen MarketView database. Note: can be hardcoded to a pre-registered ad server site id in the Nielsen system or a macro expansion where more than one pre-existing site ids have been made known to Nielsen
|-
| R
| Cachebuster (web): timestamp / random number. Generated by ad server
|- style="background-color:#eff8ef;"
| AT
| Fixed value: “view”
|-
| RT
| Fixed value: “banner”
|- style="background-color:#eff8ef;"
| ST
| Fixed value: “image”
|}
<blockquote> Do not URL encode the values</blockquote>

== Additional N1 Ads Tag Parameters for Mobile App Audience Measurement ==
In this section, the additional URL parameters required beyond the standard cookie based web-browser tag are described in detail.

For each of the tag examples detailed below, we can support both non-secure (http) and secure (https) flavors. The standard cookie based web-browser tag is included below for reference purposes.

'''Important note:''' the values against each value-pair in the following tags are for illustrative purposes only. Values for CA, PC and CE will vary depending on the specific campaign being measured and capabilities of the Ad server for macro/value expansion. For more detail on the core N1 Ads parameters, please see the '''Nielsen N1 Ads Tag Implementation Guide.'''

'''Web Browser N1 Ads tag (cookie based persons identification)'''
<code> //secure-gl.imrworldwide.com/cgi-bin/m?ci=nlsnci535&am=3&at=view&rt=banner&st=image&ca=nlsn12452&cr=crtve&pc=<creativeid>_plc0001&ce=<siteid>&r=<timestamp> </code>

'''Mobile-App N1 Ads Tag Extension (IFA based persons identification)'''
<code> //secure-gl.imrworldwide.com/cgi-bin/m?ci=nlsnci535&am=3&at=view&rt=banner&st=image&ca=nlsn12452&cr=crtve&pc=<creativeid>_plc0001&ce=<siteid>&c7=osgrp,IOS&c8=devgrp,PHN&c9=devid,XXXX-XX-XXXXX-XXXX &c10=plt,MBL&c12=apv,<appVersion>&c13=asid,NIELSEN-PROVIDEDID&c14=osver,7.0.4&uoo=0&r=<timestamp> </code>

{| class="wikitable"
|- style="font-weight:bold; "
! style="vertical-align:middle;" | Additional N1 Ads Tag Parameters for Mobile
! style="vertical-align:middle;" | Example
! style="vertical-align:middle;" | Description
! style="vertical-align:middle;" | Mandatory parameter for mDAR?
|-
| style="vertical-align:middle;" | &c7
| &c7=osgrp,IOS
| style="vertical-align:middle;" | OS Grouping
| style="vertical-align:middle;" |
|- style="background-color:#eff8ef;"
| &c8
| &c8=devgrp,PHN
| style="vertical-align:middle;" | Device Grouping
| ✔
|-
| style="vertical-align:middle;" | &c9
| &c9=devid,CB6E9220-EA64-440B-9456-33AD2294C658
| style="vertical-align:middle; " | Advertising ID
| ✔
|- style="background-color:#eff8ef;"
| &c10
| &c10=plt,MBL
| Platform
| ✔
|-
| &c12
| &c12=apv,1
| App Version
|
|- style="background-color:#eff8ef;"
| &c13
| c13=asid,DD8136-4F0B-470B-9ACA-231E818D95BC
| AppID (Nielsen assigned App ID)
| | ✔
|-
| &c14
| &c14=osver,15.1.3
| OS Version
|
|- style="background-color:#eff8ef;"
|&uoo
| &uoo=0
| Opt-out indicator
| ✔
|-
|&hem_sha256
|
| SHA256 Hashed Email
|
|- style="background-color:#eff8ef;"
| &hem_unknown
|
| Unknown Hashed Algorithm Email
|
|-
|&fp_id
|&fp_id=1A2B_3C4D
|Publisher's unique identifier for users
|
|}

<blockquote>'''Note''': Clients are encouraged to make an effort to always fill-in optional parameters.

'''Note''': Do not URL encode the values.</blockquote>

== C7 - OS Grouping (Optional) ==
Valid device OS Grouping data values are the following literal values:
* osgrp,IOS
* osgrp,DROID
* osgrp,ANDROID
<blockquote>'''Note''': If one of the above values cannot be specific, then the parameter should not be included in the call.</blockquote>

== C8 - Device Grouping (Mandatory)==
Valid literal values for phone, tablet, portable media player (iPod) and unknown are as follows:
* devgrp,PHN - Phone
* devgrp,TAB - Tablet
* devgrp,PMP - Portable Media Player (iPod)
* devgrp,UNWN - Unknown/Unclassified
* devgrp,DSK - Desktop
* devgrp,STV ← CTV/OTT Device
==== Notes ====
* Mandatory for accurate measurement, and if unable to pass, Nielsen cannot guarantee the impression will be classified correctly.
* “UNWN” will result in Nielsen attempting an introspection of the User Agent in the HTTP request sent against Device Atlas for classification.
* “STV” is the default value for OTT when the specific device value isn’t passed.</blockquote>

== C9 - Advertising ID (Mandatory) ==
This is the advertiser ID for the client’s mobile device. IDFA for iOS, Google Advertising ID for Android:
* devid,<IDFA>
* devid,<IFA>
* devid,<Google Advertising ID>
 
{| class="wikitable"
|- style="background-color:#efefef;"
! colspan="2" | Below are the supported hash methods for the devid value:
|- style="vertical-align:bottom;"
| Clear Text
| c9=devid,CB6E9220-EA64-440B-9456-33AD2294C658
|- style="vertical-align:bottom;"
| sha256
| c9=devid,136844f58ab7f7e991ea4b5150ec767c9327e1391c839a3b3612d418ae875391
|- style="vertical-align:bottom;"
| Sha1
| c9=devid,a08039967f4817ada4a7f331369eea522ad415a7
|- style="vertical-align:bottom;"
| md5
| c9=devid,53d8c474c1e871bdd34f14785dbcfd94
|}

==== Notes ====
For Android devices, the Google Advertiser ID should be used as the default and the Android ID as the second option. 

* If C9 is <empty>, upon receiving the ping, the Nielsen collection server will attempt a 302 redirect to the data provider per the regular N1 Ads pixel for browsers.</blockquote>
* As of August 1, 2014, Google is enforcing use of the Advertising ID for advertising and user analytics (http://play.google.com/about/developer-content-policy.html).
<blockquote>'' "Beginning August 1st 2014, all updates and new apps uploaded to the Play Store must use the advertising ID (when available on a device) in lieu of any other device identifiers for any advertising purposes."</blockquote>
* It is preferred that the IDFA or Google Advertising ID be sent as is from the mobile device (“cleartext”). However, if mandated, we will support SHA256 hashed values with no-salt. Passing a hashed value (and/or salting) using any other standard will result in a failed match by the data provider upon receiving the ping. In turn, this results in impressions surfacing in the N1 Ads unmeasurable audience totals. Please contact Nielsen if you anticipate a large percentage of hashed values coming in from your publisher clients.

=== Privacy, Ad Tracking, and Ad Targeting ===
In newer iterations of the iOS and Android device operating systems, a facility exists allowing users to “opt-out” of “Ad Tracking”. It is Nielsen’s interpretation that this setting is primarily designed to allow users to specify opt-out of Ad Targeting rather than Ad Measurement. N1 Ads
does not provide Ad Targeting data.

However, it is also Nielsen’s position that the publisher or Ad network should provide a mechanism to also allow a user to opt-out of Ad Measurement. The Nielsen SDK will honor the Nielsen Ad Measurement opt-out settings configurable @ http://www.nielsen.com/us/en/campaigns/privacy-policy-opt-out.html.

However if the integration approach described in this document is being used instead of the Nielsen SDK then '''YOU''' as the publisher or Ad network must provide a capability to opt-out of Ad Measurement as the configuration on www.nielsen.com will not be detectable. You may
elect to interpret the iOS / Android “Ad Tracking” setting for the purpose of limit Ad measurement or provide a separate discreet mechanism to allow a user to opt-out of Ad measurement.

Please see '''&uoo''' later in this document for implementation details of the optout indicator.

For additional clarification on privacy policy, please contact your Nielsen representative.

== C10 - Platform (Mandatory) ==
To determine this value, Nielsen suggests that the ad network leverage user agent information to determine if the client device is either a mobile or desktop device.

Valid literal values for mobile and desktop data values are as follows:
* plt,MBL
* plt,DSK
* plt,OTT
==== Notes ====
* Mandatory for accurate measurement, and if unable to pass, Nielsen cannot guarantee the impression will be classified correctly.
* Omitting c10, or a value in c10, will result in Nielsen attempting an introspection of the User Agent in the HTTP request sent against Device Atlas for classification.
* “OTT” (Connective Devices) is a valid value that is populated by participating vendors (Amazon, Hulu and Roku). Non-participating vendors will be unmeasurable volumetric metric only.

== C12 - App Version (Optional) ==
This is the version of the ad network system software or SDK that is implemented in this extension. Although this field is not required, this feature can be useful for troubleshooting purposes following deployment.
* apv,<N.N>

== C13 - AppID ==
This Nielsen provided ID is unique to the ad network and is required for certification.
* asid,<NNNNNNNNN-NNNN-NNNN-NNNN-NNNNNNNNNNNN>
An App ID will be provided for testing. A separate App ID will be provided for production use. Please request from your Nielsen representative.
<blockquote>'''Note''': If you are a publisher leveraging the non-SDK solution, you will be provided with a unique App ID for each combination of app and device OS type.</blockquote>

== C14 - OS Version (Optional) ==
Operating system version
* osver,<OS Version>
Example: for iOS -> 7.0.4

== UOO - Opt Out ==
Opt-out parameter
* <Boolean state>
<Boolean state> is a Boolean representation of whether the user is opting out or not.

The absence of uoo in the tag is interpreted as an implicit opt-in. i.e. not opting out.

The following pairings of opt-out are supported. '''Important:''' you must choose one set of paired values only and inform your Nielsen representative.
{| class="wikitable"
|-
! Opt-out !! Opt-in
|-
| uoo=true || uoo=false
|-
| uoo=1 || uoo=0
|-
| uoo=yes || uoo=no
|}
<blockquote>'''Note''': if your Ad server is not capable os supporting the discrete &uoo parameter then you can set the c9 value to <code>devid,optout</code> (for example <code>…&c8=PHN&c9=devid,optout&c10=MBL…</code>)</blockquote>
== Additional Parameters ==
This section describes several important additional parameters that the N1 Ads tag can support, specifically Hashed Email, and UID2 values. 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 N1 Ads 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}
{| class="wikitable" style="font-weight:bold; background-color:#EAECF0;"
|-
! Name
! Description
! Available Tag Parameters
|- style="font-weight:normal; background-color:#F8F9FA;"
| 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 
|}
{| class="wikitable" style="font-weight:bold;"
|- style="background-color:#dae8fc; color:#002041;"
! Example
|- style="font-weight:normal;"
| hem_sha256=tMmiiTI7IaAcPpQPFQ65uMVCWH8av9jw4cwf/F5HVRQ=
|}

=== Unified ID ===
{| class="wikitable" style="background-color:#F8F9FA;"
|- style="font-weight:bold; background-color:#EAECF0;"
! 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
|}
{| class="wikitable" style="font-weight:bold;"
|- style="background-color:#32BBB9; color:#002041;"
! Example
|- style="font-weight:normal;"
| uid2=MTKVpUAzwYAPnHrtfE0wlINOMzhU7UUEjjVdCdRu63k= uid_token=AgAAAAPFR0zA5ogv/yaAPiUsAdZPsfqS8QlDSGxAB+rr8yekFs3AjLYVk5qqqiyV2XHbSuwzHmxSlLeQeKQI1mp015jsNnpX5 /xGgXldcgVz+gFnyh3T8/3agMwRmyrhCxG4oH2C7fc48AQk2eotE7FW0ZDEYM8fD9ZxDaxFUC/OV3OuZA&
|}

=== First Party Identifier ===
{| class="wikitable" style="background-color:#F8F9FA;"
|- style="font-weight:bold; background-color:#EAECF0;"
!Name
!Description
!Available Tag Parameters
|-
|First Party Identifier
| A user unique identifier given by the Publisher
|&fp_id
|}
== Server-Side Tag Dispatch ==
The standard way of triggering a Nielsen One Ads (N1 Ads) tag on Mobile-App is for the publisher app to trigger (either directly or via Ad server) the tag upon Ad exposure to the user. i.e. 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 N1 Ads tag) is physically initiated from the server-side. Evidence may be required (publisher log file or similar) from the MRC/IAB that the user was exposed to the Ad creative on their device.

The following additional changes to the standard mobile-app N1 Ads tag are required to support dispatch the N1 Ads tag from a '''server-side''' publisher ad server:

#'''X-Forwarded-For (XFF) IP:''' The original client IP address must be passed in the X-Forwarded-For (XFF) HTTP header field. When the impression is fired directly from the Ad Server, the XReal-IP will be the Ad Server IP.
#'''Cachebuster:''' Already present in the N1 Ads tag, this now becomes mandatory. A cachebuster or random number ensures a new call is made to the Ad Server. By including a cachebuster ('r' parameter), the tag will not be cached. The timestamp of when the Ad was served can be used.
#'''User Agent (UA):''' The HTTP UA from the client device should be used to populate the HTTP UA in the server-server connection/ping.
#'''TLS:''' the tag received by Nielsen must be TLS v1.2 compliant or greater.

==== Important notes ====
* the current iteration of server-server tag collection only supports mobile-app (IFA and AAID) and will NOT support cookie based audience measurement.
* The client’s server-server setup that is going to trigger/send the N1 Ads tag should suppress any Nielsen cookie returned by the Nielsen collection server as a result of the first N1 Ads tag received. If the Nielsen cookie (returned upon receiving the first N1 Ads tag into secure.imrworldwide.com) is not suppressed then invalid traffic (IVT) filtration will quickly be triggered upon receiving the 2nd and nth tag.

== Appendix A: Example Implementation ==
In the below examples, you will see the overall N1 Ads flow (Figure 1) and a detailed illustrative Ad Request / Response model (Figure 2).

<div align="center">'''Figure 1 – End to End Data Flow'''</div>

[[File:mDAR_Dataflow.png|center|link=]]

Nielsen certified publishers and platforms will append the new parameters (below) with the appropriate URL safe values passed to Nielsen’s current N1 Ads tag. The current N1 Ads tag should be acquired using the existing processes for each campaign/placement.

<blockquote><code>'''&c7'''=osgrp,IOS'''&c8'''=devgrp,PHN'''&c9'''=devid,XXXX-XX-XXXXXXXXX'''&c10'''=plt,MBL'''&c12'''=apv,AppVersion'''&c13'''=asid,XXXX-XX-XXXX-XXXX</code></blockquote>

<div align="center">'''Figure 2 – Illustrative Ad Request / Ad Response'''</div>

[[File:ad_response.png|center|link=]]

The above is an example of how an Ad server is supporting the build of mobile N1 Ads tags for its publisher clients.
*Step 2 in Figure 1 is a summary of steps 1 and 2 in Figure 2 above.
*Steps 3 and 4 in Figure 1 is a summary of steps 3 through 9 in Figure 2 above.

== Appendix B: Implementation, Testing & Certification ==
Once you have integrated the ping per the above specs, Nielsen requires you to pass through a one-time certification before traffic can be accepted into the production environment.

The overall process is:
* Valid N1 Ads contract or NDA is in place.
* Kick-off meeting with Nielsen onboarding team.
* Confirm meet minimums testing requirements:
** Host Ad/Tag for in-app delivery
** Can pass opt-out back to Nielsen
** Can pass Device ID in cleartext or SHA-256
* Nielsen provides the N1 Ads testing form that includes the test App ID and the test tag
* Identify the live campaigns for initial testing and run the test tag; suggest 5,000-10,000 impressions.
* Nielsen validates the data received from the test and confirms the initial test successful and provides the production App ID.
* Ensure contracts are in place for external test campaign with Nielsen Client Service team.
* Identify another live campaigns for production testing with production tag and app ID.
* Nielsen validates the data received from the final test and confirms certification for any N1 Ads countries tested.
==== Goals ====
* To test in full N1 Ads E2E environment, receive matches from data provider for demographics and correct identification of mobile impressions.
* To test that all minimum requirements in step 3 are passed to Nielsen with no issues.
* To test in a full N1 Ads end-to-end environment, receive matches from data providers for demographics and correct identification of mobile impressions.

DAR Tag Implementation Guide

2026-03-19T18:24:39Z

JeffLamas: updating from dar to N1 Ads

{{Breadcrumb|}} {{Breadcrumb|Digital}} {{Breadcrumb|Digital Ad Ratings}} {{CurrentBreadcrumb}}
[[Category:Digital]]

= 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 N1 Ads ===
N1 Ads 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.
__TOC__
= 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 [https://iabtechlab.com/standards/open-measurement-sdk/ '''Open Measurement SDK'''] (OM SDK) including [https://iabtechlab.com/blog/open-measurement-for-web-video-arrives/ '''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 [[DAR_Tag_Implementation_Guide#Appendix|'''Appendix''']] for a full list of parameters.

=== Example Tag ===
<syntaxhighlight lang="javascript">
<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>
</syntaxhighlight>

=== 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:

{| class="wikitable"
|-
! style="width: 20%" | OM Parameter
! style="width: 40%" | Description
! style="width: 40%" | Nielsen Value
! style="width: 5%" |Required
|-
| Verification Vendor
| Vendor key for measurement provider
| nielsen.com-omid
| ✔
|-
| JavaScriptResource
| URL for measurement provider’s verification script
|<syntaxhighlight lang="html">https://dar.imrworldwide.com/js/dar.js</syntaxhighlight>
| ✔
|-
| VerificationParameters
| Measurement provider’s verification tag parameters
| style="font-family:'Courier New', Courier, monospace !important; color:#222222;" |<syntaxhighlight lang="html">ca={campaign-id}&cr={creative-id}&ce={site-id}&ci={client-id}&pc={placement-id}&am={ad-server-id}</syntaxhighlight>
| ✔
|-
| Tracking Event verificationNotExecuted
| Error URL when the ad player denies measurement script execution
| style="font-family:'Courier New', Courier, monospace !important; color:#222222;" | <syntaxhighlight lang="html">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}</syntaxhighlight>
|

|}

<blockquote>
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.</blockquote>

=== Expected Display Ad Session Pings ===
{| class="wikitable"

! '''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. 

[[File:Screenshot 2022-06-22 152646.png]]

{| class="wikitable"
|-
! colspan="2" | 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_.28vWrap.29_Deployment|'''Wrapped Video Tag''']] and [[#Video_JS_Tag|'''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|'''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 [[DAR_Tag_Implementation_Guide#Appendix|'''Appendix''']] for a full list of parameters.

The Open Real Time Bidding ([https://iabtechlab.com/wp-content/uploads/2022/04/OpenRTB-2-6_FINAL.pdf '''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 [https://github.com/InteractiveAdvertisingBureau/AdCOM/blob/master/AdCOM%20v1.0%20FINAL.md#list--api-frameworks- '''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 [[DAR_Tag_Implementation_Guide#Appendix|'''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) ===
{| class="wikitable" style="font-family:'Courier New', Courier, monospace !important;"
|-
! <syntaxhighlight lang="html"> 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}</syntaxhighlight>
|}
<blockquote>
To observe how vWrap operates, we have provided some example VAST URLs which you can load directly in your browser.
</blockquote>
==== 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:
{| class="wikitable"
|-
! 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):
{| class="wikitable"
|-
! 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):
{| class="wikitable"
|-
!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 [[DAR_Tag_Implementation_Guide#Appendix|'''Appendix''']] for a full list of parameters.

==== Expected Video Ad Session Pings ====

{| class="wikitable"
! '''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, <code>darsup=1</code>, 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.

[[File:Screenshot 2022-06-22 2.png]]
{| class="wikitable"
|-
! colspan="2" | 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:

{| class="wikitable"
! '''OM Parameter'''
! '''Description'''
! '''Nielsen Value'''
! '''Required'''
|-
| Verification Vendor
| Vendor key for measurement provider
| nielsen.com-omid
| ✔
|-
| JavaScriptResource
| URL for measurement provider’s verification script
| <syntaxhighlight lang="html">https://dar.imrworldwide.com/js/darvideo.js</syntaxhighlight>
| ✔
|-
| VerificationParameters
| Measurement provider’s verification tag parameters
| style="font-family:'Courier New', Courier, monospace !important; color:#222222;" |<syntaxhighlight lang="html">ca={campaign-id}&cr={creative-id}&ce={site-id}&ci={client-id}&pc={placement-id}&am={ad-server-id}</syntaxhighlight>
| ✔
|-
| Verification Not Executed URL
| Error URL when the ad player denies measurement script execution
| style="font-family:'Courier New', Courier, monospace !important; color:#222222;" | <syntaxhighlight lang="html">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}</syntaxhighlight>
|

|}
<blockquote>
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.
</blockquote>

==== 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.

<syntaxhighlight lang="json">
...
<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>
</syntaxhighlight>

==== 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 [[DAR_Tag_Implementation_Guide#Appendix|'''Appendix''']] for a full list of parameters.

=== Example Tag ===
<syntaxhighlight lang="html">
<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"/>
</syntaxhighlight>

= 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.
{| class="wikitable" style="background-color:#FFF;"
|- style="font-weight:bold; background-color:#EAECF0; color:#222;"
! Query Parameter
! Description
! style="text-align:center;" | Required
! style="text-align:center;" | Pass-through
|- style="font-weight:bold; text-align:center; vertical-align:middle; background-color:#FFEBD3; color:#222;"
| colspan="4" | Group 1 - Required Parameters
|- style="vertical-align:middle; color:#222;"
| ca
| Campaign ID
| style="text-align:center;" | X
| style="text-align:center;" | X
|- style="vertical-align:middle; background-color:#EFEFEF; color:#222;"
| pc
| Placement ID
| style="text-align:center;" | X
| style="text-align:center;" | X
|- style="vertical-align:middle; color:#222;"
| ci
| Client ID
| style="text-align:center;" | X
| style="text-align:center;" | X
|- style="vertical-align:middle; background-color:#EFEFEF; color:#222;"
| am
| Ad server ID
| style="text-align:center;" | X
| style="text-align:center;" | X
|- style="color:#222;"
| ce
| Site ID
| style="text-align:center;" | X
| style="text-align:center;" | X
|- style="background-color:#F4F5F7; color:#222;"
| cr
| Creative ID
| style="text-align:center; background-color:#EFEFEF;" | X
| style="text-align:center;" | X
|- style="font-weight:bold; text-align:center; vertical-align:middle; background-color:#FFEBD3; color:#222;"
| colspan="4" | Group 2 - Use Case Specific Parameters
|- style="vertical-align:middle; background-color:#EFEFEF; color:#222;"
| at
| Fixed Value "view" (Nielsen value, JS tags add this to DAR and NMP pings)
| style="text-align:center;" | Pixel only
|
|- style="vertical-align:middle; color:#222;"
| st
| Fixed Value "image" (Nielsen value, JS tags add this to DAR and NMP pings)
| style="text-align:center;" | Pixel only
|
|- style="vertical-align:middle; background-color:#EFEFEF; color:#222;"
| rt
| Fixed Value "banner" (Nielsen value, JS tags add this to DAR and NMP pings)
| style="text-align:center;" | Pixel only
|
|- style="vertical-align:middle; color:#222;"
| r
| Cachebuster/Timestamp. It's required in the pixel tags with a hardcoded value as a default or a macro (r=timestamp/macro) .
| style="text-align:center;" | Pixel only
|
|- style="vertical-align:middle; background-color:#EFEFEF; color:#222;"
| 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. 
| style="text-align:center;" | Pixel only
|
|- style="vertical-align:middle; color:#222;"
| '''[[DAR_Tag_Implementation_Guide#vWrap_apiframework_Values|apiframework]]'''
| IAB-defined value designating the measurement method See vWrap apiframework values
| style="text-align:center;" | vWrap only
| style="text-align:center;" | X
|- style="vertical-align:middle; background-color:#EFEFEF; color:#222;"
| autof
| Video only: Auto refresh (1 for auto refresh, leave empty otherwise)
|
| style="text-align:center;" | X
|- style="vertical-align:middle; color:#222;"
| autop
| Video only: Autoplay (1 for auto-play, 2 for click-to-play, leave empty otherwise)
|
| style="text-align:center;" | X
|- style="vertical-align:middle; background-color:#EFEFEF; color:#222;"
| c7
| OS Grouping c7=osgrp,IOS c7=osgrp,DROID c7=osgrp,ANDROID
|
| style="text-align:center;" | X
|- style="vertical-align:middle; color:#222;"
| 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)
|
| style="text-align:center;" | X
|- style="vertical-align:middle; background-color:#EFEFEF; color:#222;"
| c9
| Mobile Advertising ID c9=devid,xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
| style="text-align:center;" | Mobile
| style="text-align:center;" | X
|- style="vertical-align:middle; color:#222;"
| c10
| Platform c10=plt,DSK (Computer) c10=plt,MBL (Mobile) c10=plt,OTT (Connected Device)
|
| style="text-align:center;" | X
|- style="vertical-align:middle; background-color:#EFEFEF; color:#222;"
| c12
| App Version c12=apv,xxx
|
| style="text-align:center;" | X
|- style="vertical-align:middle; color:#222;"
| c13
| Nielsen Assigned App ID Example: c13=asid,xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
| style="text-align:center;" | Mobile
| style="text-align:center;" | X
|- style="vertical-align:middle; background-color:#EFEFEF; color:#222;"
| c14
| OS Version c14=osver,xxx
|
| style="text-align:center;" | X
|- style="vertical-align:middle; color:#222;"
| 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
| style="text-align:center;" | Mobile
| style="text-align:center;" | X
|- style="vertical-align:middle; background-color:#EFEFEF; color:#222;"
| C78
| Custom Integration Flag (please note: this is the only uppercase parameter name)
| style="text-align:center;" | some vendors
| style="text-align:center;" | X
|- style="vertical-align:middle; color:#222;"
| darsup
| If present suppress DAR main ping originating from JS tag (value can be 0 or 1, same effect)
|
|
|- style="vertical-align:middle; background-color:#EFEFEF; color:#222;"
| forceid
| If present provides impid, can be overwritten by impid parameter
|
| style="text-align:center;" | X (as impid)
|- style="vertical-align:middle; color:#222;"
| impid
| Same as forceid, but higher priority in case both are present
|
| style="text-align:center;" | X
|- style="vertical-align:middle; background-color:#EFEFEF; color:#222;"
| frcd
| Video only: Forced duration (seconds/null)
|
| style="text-align:center;" | X
|- style="vertical-align:middle; color:#222;"
| frcf
| Video only: Forced ad flag (yes/no/null)
|
| style="text-align:center;" | X
|- style="vertical-align:middle; background-color:#EFEFEF; color:#222;"
| ptraf
| Video only: Purchased traffic
|
| style="text-align:center;" | X
|- style="vertical-align:middle; color:#222;"
| contplay
| Video only: Continuous play
|
| style="text-align:center;" | X
|- style="vertical-align:middle; background-color:#EFEFEF; color:#222;"
| gdpr
| GDPR flag to indicate whether GDPR is applicable: 0 - GDPR does not apply 1 - GDPR applies
| style="text-align:center;" | in some jurisdictions
| style="text-align:center;" | X
|- style="vertical-align:middle; color:#222;"
| gdpr_consent
| URL-safe base64-encoded Transparency & Consent (TC) string for identifying user's privacy preferences
| style="text-align:center;" | in some jurisdictions
| style="text-align:center;" | X
|- style="vertical-align:middle; background-color:#EFEFEF; color:#222;"
| hem_sha256
| Hashed email
|
| style="text-align:center;" | X
|- style="vertical-align:middle; color:#222;"
| hem_unknown
| Hashed email
|
| style="text-align:center;" | X
|-
|fp_id
|Publisher provided unique identifier for users
|
|
|- style="vertical-align:middle; background-color:#EFEFEF; color:#222;"
| mode
| VPAID video only, optional: Custom Direct Access mode ("w" wrapper / "c" custom; defaults to wrapper)
|
|
|- style="vertical-align:middle; color:#222;"
| onload
| VPAID video only, optional: JS callback for Custom Direct Access VPAID integration
|
|
|- style="vertical-align:middle; background-color:#EFEFEF; color:#222;"
| pub
| Publisher Name
|
| style="text-align:center;" | X
|- style="vertical-align:middle; color:#222;"
| pubid
| Publisher ID
|
| style="text-align:center;" | X
|- style="vertical-align:middle; background-color:#EFEFEF; color:#222;"
| 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.
|
| style="text-align:center;" | X
|- style="vertical-align:middle; color:#222;"
| uid2
| Unified ID 2.0
|
| style="text-align:center;" | X
|- style="vertical-align:middle; background-color:#EFEFEF; color:#222;"
| uid2_token
| Unified ID 2.0 token
|
| style="text-align:center;" | X
|- style="vertical-align:middle; color:#222;"
| uoo
| User opt out
| style="text-align:center;" | Mobile
| style="text-align:center;" | X
|- style="font-weight:bold; text-align:center; vertical-align:middle; background-color:#FFEBD3; color:#222;"
| colspan="4" | Group 3 - Parameters With Required Position in URL
|- style="vertical-align:middle; background-color:#ffffff; color:#222;"
| 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
| style="text-align:center;" | VPAID video tag only
|
|- style="background-color:#f4f5f7;"
| style="vertical-align:middle; color:#222;" | vastURL
| style="vertical-align:middle; color:#222;" | vWrap Tag only: Always the last parameter for the vWrap tag. It must contain the URL of the original VAST for the placement.
| style="text-align:center; vertical-align:middle; color:#222;" | 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}
{| class="wikitable" style="font-weight:bold; background-color:#EAECF0;"
|-
! Name
! Description
! Available Tag Parameters
|- style="font-weight:normal; background-color:#F8F9FA;"
| 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 
|}
{| class="wikitable" style="font-weight:bold;"
|- style="background-color:#dae8fc; color:#002041;"
! Example
|- style="font-weight:normal;"
| hem_sha256=671638d17df92ac6e46e3f00ad0e78f09116ca29128e93dcb53ff340abdeb2c2
|}

=== Unified ID ===
{| class="wikitable" style="background-color:#F8F9FA;"
|- style="font-weight:bold; background-color:#EAECF0;"
! 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
|}
{| class="wikitable" style="font-weight:bold;"
|- style="background-color:#32BBB9; color:#002041;"
! Example
|- style="font-weight:normal;"
| uid2=MTKVpUAzwYAPnHrtfE0wlINOMzhU7UUEjjVdCdRu63k= uid_token=AgAAAAPFR0zA5ogv/yaAPiUsAdZPsfqS8QlDSGxAB+rr8yekFs3AjLYVk5qqqiyV2XHbSuwzHmxSlLeQeKQI1mp015jsNnpX5 /xGgXldcgVz+gFnyh3T8/3agMwRmyrhCxG4oH2C7fc48AQk2eotE7FW0ZDEYM8fD9ZxDaxFUC/OV3OuZA
|}

=== Page and Bundle ===
{| class="wikitable" style="background-color:#F8F9FA;"
|- style="font-weight:bold; background-color:#EAECF0;"
! 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
|}
{| class="wikitable" style="font-weight:bold;"
|- style="background-color:#32BBB9; color:#002041;"
! Example
|- style="font-weight:normal;"
| 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 [https://github.com/InteractiveAdvertisingBureau/AdCOM/blob/master/AdCOM%20v1.0%20FINAL.md#list--api-frameworks- '''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.

{| class="wikitable" style="font-weight:bold;"
|- style="background-color:#F4F5F7;"
! Value
! Definition
|-
| 1
| style="font-weight:normal;" | VPAID 1.0
|-
| 2
| style="font-weight:normal;" | VPAID 2.0
|- style="font-weight:normal; color:#666;"
| 3
| MRAID 1.0
|- style="font-weight:normal; color:#666;"
| 4
| ORMMA
|- style="font-weight:normal; color:#666;"
| 5
| MRAID 2.0
|- style="font-weight:normal; color:#666;"
| 6
| MRAID 3.0
|-
| 7
| style="font-weight:normal;" | OMID 1.0
|-
| 8
| style="font-weight:normal;" | 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:

{| class="wikitable"
|- style="text-align:center; background-color:#c0c0c0; color:#000000;"
! 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.

== About Nielsen ==

Nielsen shapes the world’s media and content as a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviors across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their audiences—now and into the future.

A Nielsen operates around the world in more than 55 countries. Learn more at [http://www.nielsen.com '''www.nielsen.com'''] and connect with us on social media.

'''Audience Is Everything®'''