Articles on: Publishers

Can I set a passback tag on my placement?

Sometimes, we may encounter situations where we are unable to fill ad requests in specific regions, browsers, or operating systems. To ensure you still achieve an excellent eCPM and maximize your earnings, our team can provide you with a passback tag.


A passback tag is an ad tag that you supply to us, which will be used if EZmob’s ads are unavailable for your specified configuration or if the bids of the ads we can match fall below your desired cost per impression (known as the "floor bid"). This passback tag can originate from any other online ad provider you collaborate with. For example, if you have an established relationship with Adsterra or PropellerAds, you can provide us with that ad tag. If EZmob cannot find a suitable ad based on your configuration, we will serve your ad using one of the alternative tags.


EZmob allows you to integrate tags with "passback" functionality for your placement.


To request the addition of a passback tag to your placement, please reach out to us at support@ezmob.com.


Available Macros for Passback Tags


  • {pub_zone} - Publisher zone ID
  • {subid} - Publisher sub-ID
  • {pub_url} - Referrer URL (URL-encoded)
  • {pub_domain} - Referrer domain (URL-encoded)
  • {pub_redirect} - Click redirect URL (URL-encoded, passed from publisher tag parameters)
  • {pub_*} - Custom publisher macros passed from tag parameters (URL-encoded)
  • {cachebuster} - Random number


Publisher MACROS




Updated on: 05/12/2025

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