Question: Bjorn is using a third-party tag for their upcoming display campaign, but the third-party tag indicates it is “Unrecognized” in Amazon DSP. How would you help them troubleshoot this issue?
- Check to see if the creative macro is being used or is invalid
- Evaluate the need for a server-to-server integration to enable better tagging
- Check that Amazon Ad Tag is working correctly
Explanation
An Unrecognized third-party tag status indicates Amazon DSP cannot identify or process the tag as expected. A common troubleshooting step is to review whether the required creative macro is missing, incorrectly formatted, or invalid. Creative macros allow supported third-party tags to pass campaign and delivery information correctly. This issue is tied to third-party creative trafficking, not website event tracking.
Why the other options are incorrect
Server-to-server integration is incorrect because it is used for supported third-party measurement integrations, not the first troubleshooting step for an unrecognized tag.
Amazon Ad Tag is incorrect because AAT measures advertiser website events and does not validate third-party display creative tags.
Source for verification
https://advertising.amazon.com/API/docs/en-us/guides/dsp/creative-management
https://advertising.amazon.com/resources/ad-policy/approved-3p-ad-servers
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