What Is An Ad Tag?

Reading time: 5 minutes

If you’re looking for a more efficient way to deliver your online advertising campaigns, then look no further than ad tags. Ad tags provide accurate information about ads, which helps to improve the overall user experience. They make it possible to collect information about ads and improve ad targeting[9][3]. Ad tags are beneficial for everyone in the advertising industry—vendors, publishers, advertisers, agencies, and end users alike.

This article describes what ad tags are, how they work, why they’re important to digital marketing campaigns today, and how you can generate your own.

What Is An Ad Tag?

Ad tagging is a pivotal part of most display marketing campaigns. Ad tags play a massive part in optimizing ad strategy and likewise help in measuring performance[4]. An ad tag[10] is a piece of code that is embedded into the source code of a web page where a digital advertisement will be displayed.

Also termed as a “creative[11] tag” or “placement tag”, an ad tag is either in the form of an HTML or JavaScript code snippet inside the body section or header of a publisher[12]’s webpage. Ad tags are responsible for making ad requests to a publisher’s ad server.

How Do Ad Tags Work?

Web pages consist of hundreds of lines and segments of code. Often present within these lines are snippets of code, termed “ad tags” which serve a functional role in connecting the ad serving process.

To put it simply, ad servers[5], SSPs, DSPs, and DMPs are the highways of ad technology; ad tags are the vehicles that travel along them – delivering information to where it needs to go.

The main purpose of an ad tag is to identify the advertisement and its corresponding content. The code also notifies the ad server about the dimensions and location of the ad on the publisher’s site. In addition, it passes along other information such as browser type, operating system, and IP address.

  1. When a user lands on a website, an ad tag code is called and a signal is sent to the ad server to find a suitable ad creative.
  2. Based on the dimensions and format of the creative, a bid request[6] is sent to the data provider to get further details (geolocation, age, gender, etc.) for user targeting purposes. The data provider then returns the request with a desired user detail to the ad server.
  3. From there, the ad server then forwards the request to the advertisers. Based on the publisher-advertiser[7] transaction relationship, the mode of buying is decided. The advertiser will send creative to the ad server.
  4. Lastly, the ad server places the creative on the user’s browser, returning the ad tag with the ad creative URL.

What Led Us To Ad Tags?

In 1995, ad serving began when digital marketing was still in its early phases. It was originally used to manage stakeholders’ online advertising campaigns and control dissemination with minimal ad-targeting capabilities. However, the entire ad serving system has advanced significantly since then, with ad serving platforms evolving to meet the increasing demands of publishers, agencies, and brands. As a result, it has become an essential and popular component of effective online advertising.

When ad tags were first introduced, they were basic and only consisted of the ad’s dimensions and location. Over time, however, they’ve become more sophisticated, incorporating additional information that helps to improve ad targeting and performance.

This has been made possible with the widespread use of cookies, which allow ad servers to track visitors across different websites. Today, ad tags are an integral part of the ad serving process and are used by all major players in the industry. They play a critical role in optimizing ad campaigns and ensuring their effectiveness. By providing accurate information about ads, ad tags help to improve the overall user experience and ensure that ads are delivered in an appropriate location and format.

Why Are Ad Tags Important?

An ad tag in digital marketing is used to trigger ad requests, urge the browser to forward them, and occasionally gather information from users who view the specific ad. It has essentially defined how digital marketing is done today.

Ad tags that are effectively implemented make the programmatic ecosystem more accessible and easier to use. They provide a number of essential services for every party in the media trading process.

Publishers: Original tags are meant to produce bid requests that notify advertisers that inventory[13] is available for purchase. Creating ad tags and inserting them into the source code establishes a foundation for website monetization by publishers.

Advertisers: Ad tags are used to submit and display ad creatives in the inventory slots on web pages. They’re also used to document the impression[8]’s delivery on the website, which allows marketers to create a better programmatic ad strategy.

Ad servers: Ad servers obtain ad tags from the publishers to move ad calls and enable trading. After that, tenders for bids are issued so the auction may begin. The inventory is subsequently passed to the following phases of the exchange chain thanks to advertising tags.

Other services: Third-party ad tags make it possible to perform a variety of additional functions. Creative tagging, for example, is used by data-management systems to gather user information, which may be utilized to define target audience persona.

Ad tags are utilized by publishers, agencies, brands, and ad servers. They provide information about ads to all major players in the industry. This information is often used to improve advertising campaigns. Without them, the process of ad serving would be considerably less efficient.

How To Generate An Ad Tag

Google Ad Manager allows you to modify and create ad tags without requiring you to manually write code. Depending on the type of tags you wish to generate, it’s possible to create ad tags from a variety of locations within Ad Manager.

  1. Sign in to your Google Ad Manager[1] account.
  2. Select Click Inventory > Ad units.
  3. Choose the ad unit[14] you would like to create an ad tag for and click on its name to view its details.
  4. Click the Tags tab within the ad unit’s details page.
  5. Choose the type of tag you would like to generate and select Continue. Options for each type of tag may vary.
  6. Choose additional selections based on the selected tag type and select Continue.
  7. Copy the tags generated from “Tag results” and submit them to your web developer.

The tags should be included in the source code for the web page on which you want to serve advertisements by your web developer.

Nowadays, ad tags are essential for delivering effective online advertising. They provide accurate information about ads, which helps to improve the overall user experience. Advertisers and publishers alike rely on ad tags to function effectively in the programmatic advertising[2] ecosystem. Without them, the industry would be a very different place.

Terms
1. Google Ad Exchange ( Google Ad Manager ) Ad Exchange is often referred to as the premium version of AdSense, and also a Google-owned ad network of sorts. To join Ad Exchange, publishers need to meet specific requirements such as 500 000 minimum monthly traffic, be invited or join through a Google certified partner. Recently Google has rebranded this product, and it is now called Google Ad Manager.
2. programmatic advertising. Programmatic advertising entails using machine learning and technology suites to buy and sell ad inventory with a data-driven process.
3. ad targeting. The practice of serving an ad to the appropriate audience based on data. Ad targeting can involve demographic, geographical, behavioral or psychographic data.
4. performance. A form of advertising in which the purchaser pays only when there are measurable results.
5. ad servers. The computer or group of computers responsible for the actual serving of creatives to websites, or for making decisions about what ads will serve. An ad server may also track clicks on ads and other data. Major publishers, networks and advertisers sometimes have their own ad servers. Well known ad servers include Google Ad Manager, Xandr, and OpenX.

Recent Articles

Related Articles

Leave A Reply

Please enter your comment!
Please enter your name here

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Stay connected

Don't miss out on the latest news, events and special announcements.

By submitting this form, you agree that you've read and accept our Privacy Policy as well as to receive communications from HeaderBidding.com. You may unsubscribe at any time.