One tag.
Every format, under control.
Keystone is the tag platform behind every Babel Media format. Your Babel team configures, previews and publishes it. Your developers install one script and never have to touch it again.
Install once.
Change anything, anytime.
One script per site runs any mix of our seven formats. It loads only what applies to the page, the visitor's country and their device.
Light by design
The tag is lightweight, with minimal impact on your pages. Format code loads only when needed and stays in the browser's cache.
Live in seconds
Once a change is approved and published, it reaches your pages within seconds. No deploy, and no ticket for your developers.
Serve it your way
Put the script on your pages, or let us deliver the same tag through your own Google Ad Manager as a third-party creative.
<!-- Once, on every page -->
<script
src="https://t.babelmedia.tech/s/your-site.js"
></script>
<!-- Then, without touching your site again:
✓ Add, tune or pause formats
✓ Target by country and device
✓ Block pages in seconds
-->
Run by your Babel team
Keystone is operated by Babel, so there's no dashboard to learn. Tell us what you want, we set it up, and you review it on your own pages.
Precise targeting, placement by placement
Each format can have up to five placements, each with its own rules. The first placement that matches the visit wins.
Country targeting
Include or exclude countries per placement, for example one In-Image setup for the US and another for the rest of the world.
Device targeting
Desktop, tablet and mobile, with real device detection. iPads count as tablets, including on iPadOS.
Page rules
Run a placement only on certain URL patterns, or never on them.
Linked domains
The tag only runs on your own domains. A copied tag does nothing anywhere else.
Blocked pages
Exclude exact URLs, or upload your Google Ad Manager Policy center export as-is. No ad request fires on those pages.
Formats that cooperate
Formats coordinate on the page. The Slider waits while the Ad Wall is open, and moves away from the NewsReader button.
See it on your own pages before you install anything
We set up your site and send you a preview link. Open any of your live articles and see exactly which formats run, and why.
Preview on real pages
A bookmarklet, or one line in the browser console, runs Keystone on your live pages just for you. A badge shows what ran, or why nothing did.
Test any visit
We preview each placement as any country, on any device, using Google test ads.
Live, Preview or Inactive
A site can be live for everyone, installed but only active with a preview flag, or switched off.
Every change is reviewed, versioned and reversible
The tag on your pages is too important for surprises.
Approval before publishing
No change to your tag goes live until it has been reviewed and approved.
Full version history
Every published version is kept, with a plain-language summary of what changed.
One-click restore
If something isn't right, we roll back to any earlier version in one click.
Plays well with what you already run
Keystone is built to sit next to your ad server, your consent platform and your own header bidding.
One consent decision
All formats share a single TCF v2 decision, plus GPP for Prebid. Without consent they fall back to non-personalized ads, and a safety timeout means your page never waits on a slow CMP.
Header bidding, built in
Prebid.js is rolling out, starting with video and display on the Slider, with Magnite, Rich Audience, Kueez and any other Prebid bidder. It runs in its own namespace, so your existing Prebid setup is never touched.
Google Ad Manager key-values
Every slot carries babel_format, babel_position and babel_refreshable, so you can report by format and declare refresh in your own Ad Manager.
Can't break your page
Every entry point is guarded. If something fails, it fails quietly, without affecting your site.
Reporting from your Babel team
We report what each format does on your site, from the first eligible pageview to the completed ad.
Format funnels
Eligible, requested, filled, shown and completed, per format and placement, by country and device.
Fill and revenue
Impressions, fill, eCPM and RPM, plus Google Ad Manager wins and losses.
Bidder health
Auction latency, bid rate, timeouts and average bid CPM for each bidder.
Sessions
Pages per session, ads per session and session RPM.
Sampled traffic is projected to 100%, and low-sample figures are flagged so nobody reads too much into them.
See Keystone
on your site
Tell us about your site and we'll send you a preview on your own pages.