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Certification Process
Certification Process
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Written by Bonzai
Updated over a week ago

At Bonzai, we’ve created a new suite of High Impact Programmatic Formats to meet the challenges of today’s media environment. They’re programmatic ready, highly viewable rich media formats certified to run and adapt to brand-safe premium sites. We’ve enabled advertisers to buy these formats at scale across the Australia and New Zealand (ANZ) markets and it’s been a great success for everyone involved. It is our endeavour to enable you, to take your digital experience a notch higher. For this, we continue to increase our reach by completing new certifications. This document gives you an overview of the certification process:

Stage 1: Bonzai certification process - Direct

Step 1: Generating compatible ad tags for the publisher

The first step in certification is to incorporate Publisher’s ad server macros in the Bonzai ad tag to generate compatible ad tags for testing. These macros help the exchange of information between the ad servers. For example, through a click macro, the publisher ad server gets notified of a click.

Please provide the following information to the Bonzai integration team:

  1. Publisher Ad server name

  2. Publisher Ad server impression macro

  3. Publisher Ad server click macro

  4. Publisher Ad server cache-busting macro

  5. Other Publisher Ad server Macros (e.g. audience macro, location macro, etc)

At the end of this stage, Bonzai integration team shall provide testing ad tags incorporated with all relevant Publisher ad server macros.

Step 2: Completing various audits

In this stage, the publisher needs to confirm that the provided ad tags are rendering properly. Here are the key steps for the Publisher

  1. Configure a test campaign for each tag in a test environment

  2. Traffic the ad tags on relevant properties/pages/sections that need to be certified

  3. Provide the test links to the Bonzai integration team for QC

  4. While the Bonzai integration team checks the creative on the test links, here’s what the publishers can do at their end as well:

  • Check if the creative shows up properly

  • Check if the creative behaves as expected. For example, if it’s a mobile expandable ad, then the ad expands and takes over the screen

  • Check if the creative is clicking-through

Rendering or alignment issues are resolved through either a change in the creative or at the publisher’s side as the case may be. Each of this is documented and changes are approved by the Publisher.

At the end of this stage, we would have determined that the creative is rendering and behaving properly on each of the publisher’s pages/sections where the creative is intended to be served.

Step 3: Checking for serving discrepancy

In this stage, we compare Publisher’s numbers with those reported on Bonzai to check if there’s any discrepancy in serving.

The Publisher needs to run all creatives for a sizable impression number (~15K impressions each) and send daily reports to the Bonzai integration team listing the impressions and clicks broken down by OS and device.

At the end of this stage, if the discrepancy in serving (number of impressions) is under 15%, then the certification process is complete and Bonzai ads are certified to run on the Publisher.

Stage 2: Testing of high impact Bonzai creative in a programmatic setup - PMP/PG

There is a separate process of testing and certifying custom high impact ads in a programmatic environment. It’s a 2-step process where the custom format is first adapted to the Publisher and then tested in the programmatic set up through the DSP of the advertiser.

Step 1 - Adapting the custom format on each Publisher

Since the format being tested is the custom in nature, it is necessary to adapt the creative unit to the Publisher’s site and its various sections before we proceed to test the format in a programmatic setup. The Bonzai integration team shall provide sample ad tags that need to be flighted by the publisher on relevant pages/sections through its ad server and pass on test links of each relevant page or section. The process of testing is similar to the one mentioned in step 1 in the previous section.

Through the test links provided by the Publisher, the Bonzai integration team adapts the High Impact format to render and function correctly on the Publisher and its relevant pages. This would mean a few tweaks in the way the creative is served on the page. At times, there would be support required from the Publisher’s end as well to get the format to render correctly.

At the end of this stage, the custom format would have been adapted successfully to the Publisher and its relevant pages where it is intended to be served.

PLEASE NOTE: After successful step 1 testing, the high impact format creative can be served directly on the Publisher through the publisher’s ad server

Step 2 - Testing the High Impact ad in a programmatic environment

In this step, the creative is tested in the programmatic setup.

The Publisher will set up a deal id using whichever SSP they're integrated with.

The deal and Bonzai tags will be set up through the advertiser’s DSP that executes the buying of the ads from the SSP against the deal id.

At the end of this stage, the High Impact format will be certified for programmatic serving when served correctly through the programmatic setup.


With effective collaboration between stakeholders, we’ve noticed that a certification process can be completed as early as 5 to 7 days. For any queries please email

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