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Remitly Mobile Skin - Impression Investigation ​

Date: 2026-06-30 ​

Problem ​

GumGum reports 269k mobile skin impressions, but Cavai platform shows ~0 (only 4, likely from internal builder/testing). Desktop works fine with ~280k+ impressions matching between platforms.

Creative IDs ​

LabelCreative IDFormatName
Master93071320x480Remitly - Lead Gen - Mobile
Desktop (fullscreen)933021920x1080Remitly - Lead Gen - Desktop - Fullscreen
Mobile (fullscreen)93072320x480Remitly - Lead Gen - Mobile (fullscreen)

Creative Details (master) ​

Tags ​

Two tags in use, both in same tag file:

Mobile Skin (NOT WORKING) ​

  • Tag ID: 175222
  • Tracker ID: 90544
  • Tracker name: UK_ClientDirect_Remitly_ECB_UK_PMP_Q3_DV360_175222_Mobile Skin
  • Product code: MT
  • DSP: DV360
  • Ad tag script: https://cdn.justpremium.com/api-builder-prod/adTags/175222/90544/175222-adTag.js

Desktop Skin (WORKING) ​

  • Tag ID: 175098
  • Tracker ID: 90377
  • Tracker name: UK_ClientDirect_Remitly_ECB_UK_PMP_Q3_DV360_175098_Desktop Skin
  • Product code: WP
  • DSP: DV360
  • Ad tag script: https://cdn.justpremium.com/api-builder-prod/adTags/175098/90377/175098-adTag.js

Test Pages ​

Investigation Steps & Results ​

1. DevTools data from Cavai platform ​

  • 4 impressions total, 0.00% engagement
  • The single tracked init event had pageUrl: https://my.cavai.com/creatives/52271-53569-55135-93071/build#design -- from the builder, not from GumGum
  • No impressions from external sources

2. GumGum preview page (preview.partners.gumgum.com/175222) ​

Console errors:

ReferenceError: GUMGUM is not defined
ReferenceError: GUMGUMAD is not defined
Zone: Zone 175222 not exist (403 from ads.justpremium.com)

3. Test-a-tag link (Luca's link, decoded and verified complete) ​

Console errors:

ReferenceError: GUMGUM is not defined
ReferenceError: GUMGUMAD is not defined
GET https://ads.justpremium.com/extend/?zone=175222&... 403 (Forbidden)
Zone: Zone 175222 not exist

4. Desktop tag (175098) tested on test-a-tag ​

Console output:

ReferenceError: GUMGUM is not defined (expected outside GumGum wrapper)
ReferenceError: GUMGUMAD is not defined (expected outside GumGum wrapper)
JExecution: Ad:wp[35:1686247] shown. <-- Zone loads successfully
Vendor script has been added successfully (DoubleVerify)

5. Network tab - filtered on "cavai" ​

  • 0 Cavai-related requests on both test-a-tag and GumGum preview
  • Cavai engine never loads because JustPremium zone returns 403 before it gets that far

6. Form script (Cloudflare worker) ​

  • https://google-sheets.nicolay.workers.dev/ returns 405 on GET (expected, only accepts POST)
  • Form script is only used for lead gen submission, completely unrelated to impression tracking

Root Cause ​

JustPremium zone 175222 (mobile) does not exist or is deactivated on their server. When 175222-adTag.js calls ads.justpremium.com/extend/?zone=175222, it gets a 403 Forbidden response. The Cavai creative engine never loads, so no impressions are tracked.

Desktop zone 175098 works correctly -- the issue is isolated to the mobile zone.

What is a "zone"? ​

A JustPremium zone is an internal ID for an ad placement/slot in their system. Each zone ID maps to a creative configuration with tracker, format, and settings. It's not IP or datacenter related.

GUMGUM errors ​

GUMGUM is not defined and GUMGUMAD is not defined appear on both desktop and mobile tests. These are expected outside GumGum's ad wrapper environment (which defines these objects). They are not the cause of the issue.

Context from Slack (cavai-gumgum-remitly channel) ​

  • Initially, GumGum had the wrong version of the mobile tag live (old version without form on load)
  • Luca (GumGum) sent updated tags, client confirmed swap ~June 23
  • Despite the swap, mobile impressions never appeared in Cavai
  • Luca claimed "the Cavai pixel fires correctly" based on his test-a-tag link, but our testing shows the zone returns 403 and no Cavai requests are made
  • GumGum's BLS partner also reported not seeing impressions initially
  • Desktop has been working fine throughout

2026-07-01 Follow-up ​

GumGum team says they can't replicate ​

Luca shared a screenshot showing zone 175222 returning 200 OK in test-a-tag with iPhone emulation (375x667). The creative renders with the form visible. Their team "completed many tests and couldn't replicate" the 403 error.

Nicolay's testing (same day) ​

GumGum preview on real mobile ​

  • URL: https://preview.partners.gumgum.com/175222 (QR scan)
  • Result: Creative loads perfectly. Form renders, all fields work.
  • This is expected -- the preview page likely bypasses the zone check entirely.
  • Screenshots: screenshots/gumgum-preview-mobile-working.jpeg, screenshots/gumgum-preview-mobile-url.jpeg

Test-a-tag with combined tag (mobile emulation) ​

  • Loaded full tag (both 175222 MT + 175098 WP) in test-a-tag with mobile device emulation
  • Network tab: extend/?zone=175222 returns 200 in some runs, but creative area is blank
  • Console: Shows 403 errors, Zone: Zone 175222 not exist, EXTENT_PLUGIN_ERROR, multiple GUMGUM/GUMGUMAD is not defined
  • Key finding: At the bottom of console: Ad:wp[35:1686247] shown -- the desktop skin (175098) renders, NOT the mobile skin
  • What appears to "work" in test-a-tag is actually the desktop creative, not the mobile one
  • Screenshots: screenshots/nicolay-test-a-tag-network-200ok-but-blank.jpg, screenshots/nicolay-test-a-tag-console-403-zone-error.jpg

Creative republished ​

  • Republished creative 93071 from Cavai builder as a precaution
  • No changes to creative content

Updated understanding ​

The zone 175222 behaves inconsistently:

  • GumGum team (presumably UK-based): Gets 200 OK, creative renders
  • Nicolay (Norway): Gets 403 Forbidden, zone not found
  • Real mobile users (UK): Unknown -- Sophie reports zero mobile leads from the client

This could be:

  1. Geo-restriction on JustPremium's side (zone only active for certain regions)
  2. Intermittent availability (zone flapping between active/inactive)
  3. Referrer-based filtering (different behavior based on origin domain)

The combined tag makes debugging confusing because the desktop skin (175098/WP) renders successfully and visually looks similar, masking the mobile skin (175222/MT) failure.

Additional console screenshot ​

  • Shows the full chain: GET ...zone=175222... 403 (Forbidden) -> Zone: Zone 175222 not exist -> Ad:wp[35:1686247] shown (desktop skin renders instead)
  • Confirms the ad visible in test-a-tag is the desktop skin (WP), not the mobile skin (MT)
  • Screenshot: screenshots/nicolay-console-zone175222-403-desktop-wp-shown.jpg

Conclusion: new tag/creative clone would not help ​

  • The zone ID (175222) is hardcoded in the JustPremium adTag script (175222-adTag.js)
  • Cloning the Cavai creative would produce a new creative ID, but the GumGum tag would still reference zone 175222
  • Only a new zone setup on JustPremium's side (via GumGum) could resolve this
  • The Cavai creative JSON was reviewed in full -- nothing in the creative configuration can cause a zone-level failure

Open question ​

Why does GumGum report 269k mobile impressions if the zone is failing? Possible explanations:

  • GumGum counts impressions at the zone/adTag level (when 175222-adTag.js loads), before the extend call
  • The 403 may be recent -- zone may have worked initially and broken later
  • GumGum's impression counting may include the preview page hits

Action Taken ​

  • 2026-06-30: Sent message to Luca asking GumGum team to check if zone 175222 is correctly set up on JustPremium's side.
  • 2026-07-01: Republished creative. Continuing investigation.

People Involved ​

  • Sophie Gunyon (Cavai) - reported the issue
  • Luca Mustatea (GumGum) - creative ops, shared tags and test links
  • Aimie (GumGum) - coordination
  • Lottie McDermott (Cavai) - account management
  • Haakon (Cavai) - normally handles GumGum tech, on holiday for 2 weeks
  • Jens (Cavai) - made form CSS adjustments
  • Nicolay (Cavai) - investigated this issue

Internal documentation

Cavai