text: /* 
   * prepulated data for fallbacks
   */
  var magma = magma || {};
  
  magma.fallback = {
      ad: {
          loading: {
              "href": "/advertisement.html",
              "title": "Loading Ad",
              "img": {
                  "src": "http://placehold.it/300x250&text=fallback+ad",
                  "alt": "Loading Ad"
              }
          }
      }
  };
  