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Ad-Targeting Variables

RebelMouse supports ad variables for Runner sites, allowing you to target ads to effectively increase ad revenue and support custom campaigns. Your ad tech can automatically serve different creative based on the ad variables you set.


Supported Ad Variables

  • Tags:
    • Example output for tag "dog" is "dog"
    • Example output for tag "dogs rock" is "dogs-rock"
    • Call this variable as {{tags}}
  • Sections:
    • Example output for section 'Marin' is 'marin'
    • Example output for section "Silicon Valley" is "silicon-valley"
    • Call this variable as {{sections}}
  • Page Type: page_type (homepage, sectionpage, postpage)
    • If on post page output will be "postpage"
    • If on home page output will be "homepage"
    • If on section page output will be "sectionpage," then the section variable will give you the section you are on
    • Call this variable as {{page_type}}

Example of How to Include Ad Variables in the Runner Editor

Ads are set up in Runners based on inserting the ad code, which usually requires:

  • A piece of header code (targeting is usually found here). Header code must be added within the ad header code element:

  • Ad tags placed where the ads themselves were shown.

Variables are actually passed in that ad code, so the client code needs to call those variables. Here's an example:

googletag.pubads().setTargeting('Sections', {{sections}}).setTargeting('Tags', {{tags}}).setTargeting('page-type', {{page_type}});

Examples of Output from a Client's Site

  • Home Page
    • http://7x7.com/
    • No tags or sections, but identified as "homepage."
    • Example:
    •  googletag.pubads().setTargeting('Sections', []).setTargeting('Tags', []).setTargeting('page-type', ["homepage"]);
  • Post Page
  • Section Page
    • http://7x7.com/san-francisco/
    • Section is "San Francisco" which we translated to "san-francisco." No tags are set up. Section is identified as "sectionpage."
    • Example:
    • googletag.pubads().setTargeting('Sections', ["san-francisco"]).setTargeting('Tags', []).setTargeting('page-type', ["sectionpage"]);

Note: Dynamic ads in articles are not supported for Runner sites.

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How to Thrive in a World Without Ads

Mike Mallazzo, Director of Marketing at Narrativ, recently wrote a post on Medium: "Life After Ads: The recent purchase of TIME should remind publishers of the power a strong brand can wield."

He discusses how some media companies are starting to question their total reliance on digital advertising. With Facebook and Google capturing the majority of revenue in the online advertising space, Mallazzo talks about how some companies are diversifying their revenue streams with models that depend on building loyalty and trust through subscriptions and commerce content in addition to just advertising. He writes:

"Media conglomerates have rediscovered the power of brand equity, offering the most plausible hope for sustainability since the proliferation of the internet."

At RebelMouse, however, we are still seeing digital advertising work. Our clients — such as Dance Magazine — are seeing huge success with digital advertising. But what if you were a media company in a world where traditional digital advertising didn't work at all? What would you do? How would you make money and continue to grow as a company?

The key is loyalty. You can't have a brand without loyalty.

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