In Display & Video 360 (DV360), creative trafficking generally falls into two buckets: Direct Uploads (HTML5) and Third-Party Ad Served (3PAS).
While the end result - an ad appearing on a website - looks the same to the user, the "plumbing" behind the scenes is completely different. Understanding these differences is critical for troubleshooting, reporting, and executing complex campaigns.
The fundamental difference lies in hosting:
HTML5 (Direct Upload): assets - actual image, code, and font files are directly uploaded to DV360 as a zip file which then get auto served via Google ad server during an ad impression. Here DV360 acts as the file host.
3PAS (Third-Party Tag): The creative assets live on a 3rd party ad server (like HockeyCurve, Flashtalking, or Sizmek). In DV360 a "tag" - a snippet of code is uploaded as 3rd party creative that tells the browser where to find the ad.
These are distinct formats, and steps in DV360 diverge significantly.
Ad Ops Role: receive a .zip file from the creative agency.
Critical Check: ensure the developer implemented the Click Tag correctly (using the specific Google web designer or standard HTML5 click tag variable).
Ad Ops Role: receive a "tag sheet" (usually an Excel or text file) containing JavaScript or Iframe tags.
Critical Check: don't need to check the code inside the tag. Instead, you verify the creative matches your media plan and that the landing page is set correctly in the external ad server (e.g., HockeyCurve, Sizmek).
Go to Creatives > New > Upload > HTML5 or Image.
Drag and drop the .zip file.
DV360 Validation: DV360 immediately scans the file. It checks file size, SSL compliance, and valid click tags. If the file is too heavy or broken, the upload fails immediately.
Click URL: manually enter the landing page URL in DV360.
Go to Creatives > New > Third-party > Third-party display (or Audio/Video).
The Paste: paste the tag code into the "Tag" field.
Click URL: DV360 will often attempt to "scrape" a click URL from the tag for preview purposes, but the actual landing page is controlled by the 3rd party server. Landing URL added via DV360 are not the final landing URL for the campaign.
Dynamic capabilities are limited
Ad serving bill is added by DV360 to final invoice. Based on billing rates.
This allows for advanced "Creative Optimization" (DCO). The 3rd party server can swap out the image or text in real-time based on the user's location, weather, or past browsing behavior without you needing to change anything in DV360.
Syncing: If you are using CM360, you can "sync" creatives directly rather than pasting tags, which automates the trafficking process.
| Feature | HTML5 (Direct Upload) | 3PAS (Third-Party Tag) |
|---|---|---|
| Asset Hosting | Hosted by DV360 (Google). | Hosted by external Ad Server (HockeyCurve, Flashtalking, etc.). |
| Trafficking Item | A .zip file containing HTML, CSS, JS, Images. | A script (Tag) or 1x1 pixel. |
| Landing Page Control | Controlled by DV360. You must enter it manually. | Controlled by 3rd Party. The tag dictates the destination. |
| Validation | Immediate. DV360 rejects invalid files instantly. | 3PAS platform has separate creative preview tool to validate content and final landing URL |
| Click Tracking | Requires "clickTag" variable in code. | Built into the 3rd party tag wrapper. |
| Best For | Simple standard bannersAdditional Google ad server fees | DCO, complex rich media, centralized reporting across multiple DSPs.Competitive rates |
Ad Ops control the HTML5 creative landing page, creative files, and are responsible for ensuring the click tag code works.
In 3PAS creative, ad ops is a traffic controller. Ad ops control where it serves (targeting), but the third party controls what the user sees and where they go after clicking. Hence provide the 3PAS tool with the final landing URL as per campaign traffic plan.
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