Publishers participating in programmatic exchanges are requiring SSL (secure) tags from advertisers. All URL components of your ad tags will need to be SSL compliant (this includes any vendors you call in the ad tag such as Double Verify or Integral Ad Science).
Which programmatic exchanges are affected?
Facebook, MSN, Yahoo and YouTube already require SSL tags. By the end of Q2 all Google / DoubleClick ad exchanges will require secure tags. Smaller exchanges are also migrating to SSL tags.
Why do publishers want to make the switch?
If a person is logged in to the publisher’s content, they are likely on a secure version of the page. As the page loads, if the ad tag is not secure, then the visitor would receive a warning that some of the content on the page is not secure. This is not a good user experience.
What would happen if I don’t switch my ad tags to SSL?
If you don’t make the switch, the SSL programmatic exchanges won’t allow us to buy inventory on your behalf. You’ll be shut out of the auctions. Fewer inventory choices could mean higher prices, and a less targeted audience.
Still have questions or not sure if this applies to your ads?
Reach out with any questions—we are here to help.