--- title: Fallback description: Before taking your Passendo setup live within your newsletters/sites, we require that all Placements have a proper fallback in place. A Fallback denotes a campaign that is set to deliver if no other c --- [Skip to content](https://site.passendo.com/fallback#main-content) English Show submenu for translations ![Passendo\_Secondary\_Logo.png\]](https://site.passendo.com/hs-fs/hubfs/Passendo_Secondary_Logo.png?height=40&name=Passendo_Secondary_Logo.png) - [Default HubSpot Blog](https://site.passendo.com/blog) Open main navigation Close main navigation - [Default HubSpot Blog](https://site.passendo.com/blog) - English Show submenu for translations - Go to passendo.com Go to passendo.com Hello. How can we help you? - There are no suggestions because the search field is empty. 1. [Help Center](https://site.passendo.com/?hsLang=en) 2. [Passendo Ad Server](https://site.passendo.com/passendo-ad-server?hsLang=en) 3. [Onboarding your media](https://site.passendo.com/passendo-ad-server?hsLang=en#onboarding-your-media) # Fallback Before taking your Passendo setup live within your newsletters/sites, we require that all Placements have a proper fallback in place. A Fallback denotes a campaign that is set to deliver if no other campaign can be delivered on a placement. It is in place to ensure that Passendo’s servers know what to serve to a user in case there is nothing else available. Even on placements integrated with both internal ad serving and the Passendo SSP, a fallback campaign is required. There will be instances where a Publisher does not have a monetisable campaign running on a placement, or simply forgets to set it up, and there is no bid from any of the demand partners on the SSP. In such a case an ad still has to be delivered. NOTE: Fallback has to be booked forced on priority 80 on the placement which will ensure 100% delivery of the fallback whenever it is needed. For more information on bookings, please refer to this guide: [Bookings](https://passendo.atlassian.net/wiki/spaces/SD2/pages/711098369/Bookings) There are two options for a publisher when setting up a fallback on a placement: ### House campaign fallback The best practice for setting up fallback is creating an “always on” house campaign. This can be an ad linking to a product offering, an article on an internal website, a subscription offer, etc. It can also be an affiliate-based campaign connected to a partner of the Publisher - this will also allow for actual monetization on the fallback traffic. NOTE: Keep in mind that your fallback does not have to be the same across all your Medias and Placement. We encourage Publishers to set up Media-specific fallback if this will result in a better match between the audience of that Media and the content of the fallback offer. ![](https://site.passendo.com/hubfs/Knowledge%20Base%20Import/support.passendo.comhcarticle_attachments4408173267217image__162_.png)   ### 1x1 pixel fallback If there is no material available for a house campaign fallback, a 1x1 pixel can be used to “collapse” the ad placements. The 1x1 pixel fallback is setup as a normal campaign, but instead of uploading actual images to the creatives, a 1x1 pixel is uploaded. On the 1x1 fallback campaign in your account, please make sure to have as many Creative formats with a 1x1 pixel as you have different Placement formats. Otherwise, you will not be able to book the 1x1 pixel on every Placement in your account. ![](https://site.passendo.com/hubfs/Knowledge%20Base%20Import/support.passendo.comhcarticle_attachments4408166419857mceclip2.png)![](https://site.passendo.com/hubfs/Knowledge%20Base%20Import/support.passendo.comhcarticle_attachments4408173369361mceclip3.png) NOTE: Please make sure that your media’s template supports the collapsing of the ad placement if a 1x1 pixel is served. If the code around the ad placement defines the space containing the placement in a fixed size, the template may not collapse the space when a 1x1 pixel is served.       - [Emperor](https://site.passendo.com/emperor?hsLang=en#main-content) - [Account configuration](https://site.passendo.com/emperor?hsLang=en#account-configuration) - [Managing your inventory (SUPPLY)](https://site.passendo.com/emperor?hsLang=en#managing-your-inventory-supply) - [Managing your ads (DEMAND)](https://site.passendo.com/emperor?hsLang=en#managing-your-ads-demand) - [Reporting](https://site.passendo.com/emperor?hsLang=en#reporting) - [Passendo Ad Server](https://site.passendo.com/passendo-ad-server?hsLang=en#main-content) - [Onboarding your media](https://site.passendo.com/passendo-ad-server?hsLang=en#onboarding-your-media) - [Exchange](https://site.passendo.com/passendo-ad-server?hsLang=en#exchange) - [Quick guides](https://site.passendo.com/passendo-ad-server?hsLang=en#quick-guides) - [Bookings](https://site.passendo.com/passendo-ad-server?hsLang=en#bookings) - [Campaigns](https://site.passendo.com/passendo-ad-server?hsLang=en#campaigns) - [Creatives](https://site.passendo.com/passendo-ad-server?hsLang=en#creatives) - [Advertisers](https://site.passendo.com/passendo-ad-server?hsLang=en#advertisers) - [Default HubSpot Blog](https://site.passendo.com/blog) [![passendo logo](https://site.passendo.com/hs-fs/hubfs/Passendo_Primary_Logo-1.png?width=568&height=110&name=Passendo_Primary_Logo-1.png "passendo logo")](http://www.passendo.com) Passendo Help Center Copyright © 2026, Passendo