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Passback tags | Google Publisher Tag | Google for Developers
https://developers.google.com/doubleclick-gpt/guides/passback-tags
“The Google Publisher Tag (GPT) library allows you to generate ad tags with “passback” functionality. These tags can be used in any situation where an ad request to a third party should ultimately be filled by an ad trafficked in your own Google Ad Manager network. Use cases Traffic remnant or...” (from the page’s text)
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