Self-Serve GAM Guide


Self­-Serve GAM Guide

Publishers can manage all of their ad operations independently through the Tempest instance of Google Ad Manager (GAM), formerly known as DFP. This guide is intended for publishers with a dedicated Ad Operations team familiar with GAM. To get set up in GAM with self-serve management, please submit a ticket.

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Introduction to DFP


Monitor Delivery
Below is a list of all targeting options and definitions that are offered within the self-serve Say Media GAM platform.

Line Item Type & Priority

Say Media guaranteed line items are set to Type: Standard: Low (Priority 9, 10 & 11). To serve at a higher priority, your line items should be set to Sponsored, Standard: Normal, or Standard: High. Priority values 8 or lower (e.g. 7, 6, etc.) will serve at a higher priority than Say Media line items.

Inventory Sizes

Standard banner ads can be targeted to the following supported ad sizes:

  • 300x250
  • 300x600
  • 320x50
  • 320x100
  • 728x90
  • 970x250
  • 970x90

The following non-standard sizes are used for special purposes:

Out-of-page: used for interstitial ads

2x2: used for 3rd party creatives with their own custom sticky (fixed bottom) containers

  • Target to standard Fixed Bottom ad slot sizes with size override targeting
  • Note: 2x2 creatives will disable refresh to avoid issues with overlapping fixed bottom ad formats.

1x2: used for site skin creatives (recommended image banner size: 1900x1500)

  • 1900px width allows for 300px area for the skin to the left and right of the 1300px wide page content. This area in the middle of the image is typically left blank.

1x3: used for outstream video ads

7x7: target a 7x7 creative to an ad slot using override targeting to collapse the ad slot

Video Ads

Video pre-roll ads use the size 940x529v. Pre-roll ad requests support targeting by video tags.

Outstream video ads use the size 640x360v. Outstream ad requests support the same custom targeting options as display ads.

Tempest does not support Flash video ads.

Sticky Fixed Bottom Ads

The usual way to run sticky fixed bottom ads on Tempest is to serve standard banners into the “Fixed Bottom” ad zone. Tempest automatically manages the sticky container for standard banner ads with the sizes 320x50, 728x90 and 970x90.

In some cases you may need to target a third-party sticky ad which creates its own container. This is not recommended, since third-party ads will not provide a consistent experience, and may not handle all page behaviors properly. However, this can be supported by using a 1x1 creative size for the third-party ad, and applying size override and ad zone targeting to serve the ad specifically to the Fixed Bottom ad zone.

For example, to serve a third-party fixed bottom ad on mobile, set up a line item with both 1x1 and 320x50 sizes. Add the 1x1 creative, and set it to deliver to the 320x50 size (using creative size override targeting). Add a key value target for “Ad Zone = Fixed Bottom” to prevent the creative from serving into other 320x50 ad slots.

Inventory Targeting

All campaigns must be targeted to ad units or placements. If you haven’t selected any ad units (Run of network targeting), you may see an error when trying to save the line item. To target inventory click on the “Inventory” link in the top left of the line item targeting module.

  • Run of Network: The default targeting of the line item will be set as Run of Network (no ad units selected). You will need to specify at least one ad unit (site) in order to save the line item.
  • Site Targeting:  Click on “Ad units” under the “Inventory” tab in the targeting module. Select “include” to add a site to your target. You can also select “exclude” from the drop-down to remove specific ad units from the targeting (such as a section within a site).
  • Section Targeting:  Sections are listed under sites. Drill down into a site folder to see sections and sub-sections.


The GAM Roadblocking feature refers to line items which deliver creatives using the mode “As many as possible” or “All.” There are a few important things to note about this feature:

Once a roadblocking line item matches one slot, it will get highest priority (regardless of actual line item priority settings) on all other slots on the page. In some cases this can create unexpected behaviors, since it depends on the order in which ads are requested.

  • Ads are requested in an approximately top down order from how they appear visually on the page. The header ad zone is requested first, and should be used as the “master” creative for roadblocking master/companion line items.
  • Frequency capping works per “page” for roadblocking line items. A frequency cap of 1 per day means that many creatives will serve to one page, once per day. This behavior is different from non-roadblocking creatives, where the frequency cap refers to individual impressions.


Key Values are custom targets specific to the Tempest platform. The “Key-values and audience” tab of the targeting module contains the custom targets for detailed audience, page and ad zone targeting. For example this would allow you to target an ad to a specific ad slot, such as a 728x90 in the header ad zone.

To target Key Values, click on the “Key-values and Audience” link, and then select the box “Select a Key.” Once the Key is selected there will be an option to select values. You can use Boolean logic to combine different types of targeting (and / or / is / is not).

Audience/Demographic Targeting (Available with $0.50 CPM fee)

Age: 18-24, 18-34, 18-49, 25-34, 25-44, 25-54, 35-44, 35-54, 55-64, 18+, 21+, 25+, 35+, 45+, 55+, 65+
Gender: Male, Female
Income: 50K+ GBP, 70K+ GBP, 75K+ USD, 100K+ USD, 150K+ USD
Ethnicity: African American, Asian, Hispanic
Parent: Parent with children of any age

Page-Level Targeting

Ad Zone: One of several areas of the page where ads are inserted. Ad zone targeting is used to select a specific ad slot or position, such as the top of the page or the sidebar. Ads are divided into the following Ad Zones: 

  • Header:  The top-most ad on the page, located in the page header
  • In Card: An ad which takes the place of a card within any card stream, whether on a hub page or below the body content
  • In Content:  Ads which are inserted between images or paragraphs on detail pages, or between cards and tiles within hub-page components.
  • Fixed Bottom:  Sticky ads on the bottom of the screen
  • ATF Sidebar: Ads which are located to the side of the content, above the fold.
  • Sidebar:  Ads which are located to the side of the content, below the fold. This ad zone is sticky
  • Gallery Top: Ads which appear at the top of gallery content
  • Gallery Interstitial: Ads which appear between gallery slides
  • Gallery Sidebar: Ads which appear alongside gallery slides
  • Below Content: Ads which appear below the body content on detail pages, between cards or list items
  • Below Content Card: Ads which appear below the body content on detail pages, within a card hub component
  • Below Content Sidebar: Ads which appear below the body content on detail pages, in an ad sidebar next to list hub items
  • Pre-Roll: Used for all pre-roll video ads. More commonly targeted via the unique size “940x529v”.
  • Outstream: Used for all outstream video ads. More commonly targeted via the unique size “640x360v”.
  • Outstream Fallback: The outstream video slot will fall back to a display ad slot if there is no video ad to serve. This slot has similar behavior as the In Content ad slot.

Ad Index:  Sequential ads in the same Ad Zone are given a unique Ad Index number, to make it possible to target each ad slot individually. The first ad is Index 0, and sequential ads count up (0, 1, 2, …). Both ad zones which are positioned sequentially down the page and ad zones which refresh (such as sidebar ads and fixed bottom ads) have a unique Ad Index number for each ad. Ad Index can be used to target only the first ad in the sidebar, for example.

Ad Zone Index: This target combines the Ad Zone and Ad Index values for more granular control of ad slot targeting when using multi-size line items. This allows for selecting complex-combination of slots, to meet more advanced targeting use-cases. This key-value is also useful for generating ad slot performance reports in GAM. The following examples illustrate how these values are formatted:

header_0 (Header ad zone, Ad Index 0

sidebar_1 (Sidebar ad zone, Ad Index 1

fixed_bottom_2 (Fixed Bottom Ad zone, Ad Index 2 

Site Ad Zone Index: For publishers with multiple sites, this targeting value provides a simple way to de-target an ad slot on a specific site, while keeping that site in the target for other ad slots. This provides a simple way to manage complex use-cases which would otherwise be impractical, or require complicated targeting to achieve. Values use the site primary domain. This is the domain with www if the site uses www. The primary domain can also be looked up from the Ad Unit Code in GAM. The following examples illustrate how these values are formatted:

  • www.saydaily.com_header_0 (Header ad zone, Ad Index 0 on Say Daily)
  • www.saydaily.com_sidebar_1 (Sidebar ad zone, Ad Index 1 on Say Daily)
  • www.saydaily.com_fixed_bottom_2 (Fixed Bottom ad zone, Ad Index 2 on Say Daily)

Page Type: Used to target ads based on page type or content type. Note that your site may not be using all available content types.

  • Article: General content format for text, images & embeds
  • Basic Page: Supporting content, such as a Privacy Policy
  • Gallery: Gallery pages from the gallery media viewer
  • Homepage: The site homepage has its own page type
  • Section Hub: Hub pages for sections and sub-sections
  • Rich Term Hub: Hub pages for rich terms (aka tags)
  • Misc Hub: Other less common hubs, such as for vocabulary pages
  • Recipe: Instructional content with metadata for ingredients, steps and preparation time
  • Organization: Content with metadata describing a single company or organization, such as for a directory
  • Product: Content about a single product with pricing, purchase and product characteristics metadata
  • Video: The page where an individual video is posted
  • User Profile: Pages which show each author’s profile and content

Channel: Used to target ads to Web, AMP pages, or Instant Articles.

Sponsorship Line Item ID: Used to track and target ads intended to display on Sponsored Content. Note: URL Path can be used for a similar purpose.

URL Path: Used to target a single page on a site, based on the page path (beginning with “/” character). For example, the page can be targeted by specifying the path “/section/article-path”. Query-string parameters are not included in the path value.

Rich Terms: Rich terms assigned to content are targetable using the Rich Terms target. This can be used as an alternative bundling method to sections (ad units).

Geography Targeting

All standard GAM geo-targeting capabilities are supported. The following is a brief summary of the available targets.

  • Country
  • Sub-Country Region: (State/Region/DMA)
  • City: Within each Sub-Country Region (State, Region or DMA), individual cities can be targeted.
  • Postal Code/ZIP: Select “Enter text” within Geography targeting to input postal codes or ZIP codes.

Device Targeting

Device targeting refers to the device category, OS and browser. All standard GAM geo-targeting capabilities are supported. The following is a brief summary of the available targets.

  • Browser: All available browsers
  • Browser language: A user’s browser language. Does not necessarily match the content language of the site.
  • Device capability: Devices that have capabilities such as Mobile Apps, MRAID support and Phone Calls.
  • Device category: Desktop, Smartphone, Tablet
  • Manufacturer/Device: Target specific devices by manufacturer or device model
  • Operating system: Desktop & mobile operating systems, including the ability to target Android and iOS.


Connection targeting allows for the ability to target users based on their internet provider, or connection type. All standard GAM geo-targeting capabilities are supported. The following is a brief summary of the available targets.

  • Bandwidth: The type of connection provider, IE Cable, Dialup, DSL
  • Mobile Carrier: Mobile cell-phone provider such as AT&T or Verizon
  • User Domains: User ISP domain. Most commonly used for targeting a top level domain such as .gov or college network (e.g.

Blocking Ad Slots

Display Ads

Display ad slots can be blocked by serving a creative with the size “7x7” to the ad slot. This will require using the “side override” targeting feature when you assign the creative to the line item which targets the ad slots you want to block.

The 7x7 creative can be set up with a dummy value in the code snippet, such as:


This method of blocking ad slots is preferable to other methods such as using a 1x1 creative, since this unique size triggers special behavior on the site to remove the ad slot as completely as possible.

Note that the “In Card” ad slot leaves an empty card slot, but other slots will collapse more cleanly.

Pre-Roll Ads

Pre-roll ads can be removed from a particular video by de-selecting the “Display Ads” checkbox for the video within the Tempest CMS. When ads are turned off, no request for pre-roll ads is made for that particular video.

Outstream Ads

The outstream player can be suppressed on an individual page by setting up a special creative type which the player detects as a “blocking creative.”

When an outstream video is blocked, the entire outstream player slot is not shown.

The blocking line item should be set up as follows:

Line Item Type: Sponsorship, 100%
Target desired page path, rich term, section, date range, etc.
Creative Set Type: Video, 640x360v
Hosting: Externally hosted
Duration: 1 second
Asset URL:
Asset Dimensions: 8x8

Add the Asset URL shown above to configure a 1 second blank video as the blocking video creative. The Dimensions for this asset should be automatically set to 8x8. This special asset size will trigger the fallback behavior.

Using an externally hosted non-redirect creative prevents the player for attempting to “waterfall” to another video ad asset, and the special 8x8 asset size tells the player that the outstream player should be blocked.

When the outstream video is blocked it will fall back to a display ad slot similarly to the behavior when a video ad fails to load for normal reasons.

Targeting Pre-sets

Many of the available targeting pre-set are specific to campaigns managed by Say Media. If you have many line items with similar targeting, presets may help streamline your workflow. Reach out to Tempest Support if you need to use presets as part of your workflow. You may also consider leveraging Tempest managed services to handle your ad trafficking workload.

Disabling Ad Refresh

In unique circumstances, such as for sponsorships for roadblock campaigns, you may need to disable ad refreshing. This can be accomplished by serving a non-standard creative size into the refreshing ad slot.

Note: For image creatives you will need to expand the image asset size by one pixel in the appropriate dimension. Selecting “Allow creative size to differ from Ad Unit size” will not work. For third-party creatives you can put a standard javascript tag into a larger creative, but you must disable the SafeFrame feature for the creative to display properly.

Use the following creative sizes with override targeting to disable ad refreshing:

  • Sidebar 300x250: serve a 300x251 size creative
  • Sidebar 300x600: serve a 300x601 size creative
  • Fixed Bottom 320x50: serve a 321x50 size creative
  • Fixed Bottom 728x90: serve a 729x90 size creative
  • Fixed Bottom 970x90: serve a 971x90 size creative
Note that ad refreshing is always disabled on sponsored content.

Network Time Zone

The Tempest GAM network time zone is Etc/GMT (UTC). All GAM reports are based on the network time zone. You can set a custom time zone for your user in GAM, or you can use the network time zone. If you have a custom time zone, dates within the trafficking module will appear in your local time zone. However, reporting dates will remain in the network time zone.

If you use the network time zone as your user setting, you can adjust end dates for different time zones using hour offsets, or the “Allow grace period” feature.

For more information about time zones in GAM, see the Time Zone support page.
If you have any questions about any other specific targeting, please contact Tempest Support.
Contact Publisher Support at to learn more.
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