Audio Verification User Guide

The Multimedia Tag (MMT, formally called the Unified Video Tag) measures audio ad impressions on Pandora, and other OMSDK Compliant partners that serve audio inventory. All metrics that the Unified Video Tag could track for video ads are also tracked for audio and the metric output fits into the existing columns and tiles of the Report Builder and Signal Dashboard. MMT is OMSDK compliant. MMT is OMSDK compliant. 

How It Works

The Multimedia Tag (MMT, formally called the Unified Video Tag), measures Audio ad impressions in the following way:

  • When the MMT is wrapped on an audio ad, and that ad is trafficked on an OMSDK compliant partner platform, an OMID signal automatically is populated in the "oct" field, denoting what type of creative is wrapped (for example, if the ad is audio, the oct field is set as "audio", if it’s video, the oct field is "video"). 

  • When the JS code of the tag reads that the oct field is marked as "audio" it triggers the tag to fire and record all metrics that it would for video.

  • All relevant metrics are then compiled for reporting (for example, play time, volume, relevant data for IVT detection, quartiles, etc). 

  • With the collected data, whether the ad was "audible" (the equivalent of "viewable" with display and video ads) is determined if the ad impression meets the following criteria:

    • The ad is filtered for invalid traffic (IVT).

    • The volume is on/unmuted.

    • The ad plays for at least 2 consecutive seconds (for any duration of the length of the ad). 

How MMT is Wrapped

As with video ads, you can wrap the MMT around audio ad creatives via the Tag Manager feature on the Signal Dashboard. Here is a video on how to wrap audio tags, as well as information on how to view audio impression data on the Signal Dashboard. To wrap your audio ad, please complete the following steps:

For Manual Tag Wrapping:

  • Create your VAST tag in Google Ads Manager. 

  • Once created, go to "Tag Manager" in the IAS Signal Platform. 

  • Select the campaign for which you want to wrap your VAST tag for IAS Audio Verification.

  • Click the "Tag Files" tab, and select "Upload". 

  • When the file manager window opens, find and select the VAST tag file from your computer. Your VAST tag should automatically upload to the "Tag Files" home screen. 

  • From the right side of your listed VAST tag, go to the "Actions" menu and select "Build Tags". The "Tag Building Setup" page will open. 

  • Choose your blocking settings and scroll down to the "Placement Type" column and select "Audio". 

  • Then go to the "IAS Solution" column and select between "Multimedia Tag Monitoring" or "Multimedia Tag Blocking". Note that blocking tags are not usually accepted on most Audio Platforms. Be sure to check with your audio partner account manager to ensure that they allow blocking before wrapping your audio creative with an IAS Multimedia Blocking Tag.  

  • Scroll down and select "Save Tab & Continue" and then "Build Tags."

  • A popup will appear that indicates that the build was successful. Click "Download IAS File" or "Email IAS Files" depending on where you’d like the tag to be sent. 

How to Troubleshoot

The most common issues are related to missing measurement data in reporting or the Signal Dashboard. Below are some initial steps and FAQs to help guide troubleshooting. 

First, confirm that the client is using the right IAS solution with either a certified or compliant partner. Make sure the following requirements were met. 

Requirements for Tracking Audio

  • The Client uses the Multimedia Tag solution

The only IAS solution that can measure audio ad creative is the Multimedia Tag. If the client used the Unified Video Pixel, or some other tag solution, they will not be able to track their audio impressions.

  • The tag was trafficked on the correct platform

MMT only works with OMSDK compliant partners/publishers. If the publisher uses VAST tags, but is not OMSDK compliant, the clients metrics are incomplete (VAST will only return quartile metrics, nothing else). When in doubt, reference the list of IAS Certified Audio Partners and confirm the client did not run elsewhere. 

If the client set up a programmatic campaign that spanned multiple publisher platforms, IAS can not guarantee complete coverage of their audio campaign

  • Ensure the correct macros are set when the tag is wrapped

Audio placements are not VPAID, and therefore the MMT tag needs to be set so that APIFRAMEWORK=7 within the tag script. You can do a find and replace for this in your tag sheet.

Second, confirm that the tag was properly wrapped or trafficked.

This solution is new for most partners and ad trafficking managers, and there are unique requirements for trafficking IAS wrapped ads with some partners (such as Pandora or the need to set the APIFRAMEWORK=7 macro). Not all trafficking managers have been fully trained on this process. Therefore, it is best to confirm with the partner that the ads were properly wrapped and work with the partner trafficking manager team to make sure everything was properly set up. 

Confirm the ads were properly trafficked by:

  • Reaching out to the client's IAS CSM lead

  • Ask to be put in touch with the publisher's ad trafficking manager

  • Ask if the publisher ad trafficking manager correctly set the macros, and doesn't have any other specific requirements (such as the need to tie 1x1 pixel to the vast tag before trafficking and implementing it for measurement with Pandora). 

Contact your IAS representative if the publisher's ad trafficking manager does not know the procedure or needs further instruction. 

Certified Audio Partners

  • Pandora

  • The Trades Desk (TTD)

What are the Audibility FAQs

Q: Can IAS measure audibility?

A: Yes, through use of the multimedia tag. Though IAS has only two verified partners (Pandora and TTD), anyone who can implement the MMT tag into audio placements can have the benefits of tracking audibility. 

Q: I am testing my audio placements and I can’t get the audio placements to display. What could be the issue?

A: Because audio placements are not VPAID, the MMT tag needs to be set so that APIFRAMEWORK=7. You can do a find and replace for this in your tag sheet.

Q: I am using automated tag wrapping (ATW) and I can't find an option for setting up my audio tags. How can I wrap the tags?

A: Audio placements can’t be set up using ATW at this time. The placements will need to be manually wrapped. 

Q: Where/how do you view reporting on audibility?

A: You need a combination of "display" and "video" columns in CRB reports. IAS measures metrics related to:

Audible Impressions - The number of ads that play for 2 consecutive seconds with the sound on.

Audible Rate - The rate of audible ads to the total number of measured ads.

Invalid Traffic Rate - The percentage of ads that IAS detected as invalid traffic, out of all ads IAS processed.

In addition, see all the metrics the MMT can track here:

Q: I thought we had an integration with Spotify as well. Can they measure audibility as well?

A: No. The integration measures for video and display placements only because Spotify does not report audibility metrics for their campaigns. 

Q: I am running audio placements programmatically. Can I still measure audibility?

A: If the DSP and the publisher allow for use of the MMT tag, then yes, you can measure. 

Need further help?

Create an IAS case with details of your inquiry to receive help from our internal support team.