Ad tags have become foundational since the rise of programmatic advertising and Real-Time Bidding (RTB). Without them, the ad tech industry, this dynamic world of digital ads, wouldn’t exist.
Like neurons in the brain that connect everything and keep it functioning, ad tags are the core of digital ad serving. They connect publishers, advertisers, and ad networks, ensuring the system flows seamlessly.
However, the problem is that only a few people know what ad tags are or how they work. So, if you’re in the same boat as people who don’t know and are wondering what these little bits of code are all about, their importance, and how they keep the digital ad world ticking, keep reading—there’s much more to discover!
Table of contents
Table of contents
What is an Ad Tag?
An ad tag is a snippet of HTML or JavaScript code embedded in a publisher’s website or app. Its purpose is to trigger an ad request and ensure the ads are shown to the right audience at the right time.
In the industry, ad tags are also referred to as creative or placement tags. These tags serve as placeholders, instructing the system on where and how the ad should appear and under what conditions.
They can carry various details about the ad, such as its size, format, page information, and user data.
How Ad Tags Work
After ad tags are set up on a website or app, here’s how the process generally works:
- When someone visits the site or opens the app, their browser or app activates the ad tag.
- The ad tag sends a request to the publisher’s ad server, providing details about the user and the available ad space.
- The ad server may request that a third-party data provider (like a DMP) gather additional user data for better targeting.
- The ad server then forwards the enriched ad request to advertisers or a demand-side platform (DSP). If it’s a real-time bidding scenario, advertisers compete, and the winning ad is chosen.
- The advertiser’s server or DSP returns the ad tag with a URL pointing to the ad creative.
- The publisher’s ad server retrieves the ad creative from the URL and displays it to the user.
For short, the process goes like this: User visits the website/app → Ad request is sent → Data enrichment occurs (optional) → Ad selection takes place → Creative is delivered to the ad tag → Ad is displayed.
Since every ad tag carries information that guides how an ad is chosen and displayed, learn how those targeting signals differ in contextual vs behavioral advertising.
Types of Ad Tags
1. Synchronous Ad Tags
As the name implies, synchronous ad tags load simultaneously with the rest of the webpage.
However, an issue like a rejected tag or a technical glitch can slow down the entire page and sometimes fail to load completely, leading to a poor user experience. Because of this, many publishers prefer to avoid synchronous tags.
2. Asynchronous Ad Tags
Asynchronous ad tags load independently of the rest of the webpage, meaning that even if an ad tag is damaged, it won’t affect the overall page load time.
This method is more efficient and improves the user experience, which is why platforms like Google AdSense use asynchronous tags by default. However, publishers still have the option to use synchronous tags if they prefer.
Now, let’s take a look at some examples of ad tags.
Who Uses Ad Tags?
Publishers
Publishers use ad tags to make selling ad space on their websites or apps easier.
By placing these tags in their content, they can simultaneously offer ad slots to many advertisers. This helps them fill the slots with more relevant ads to their audience, which, in turn, can boost their ad revenue. Plus, showing ads that match the interests of their visitors improves the overall user experience.
Advertisers
Advertisers use ad tags to ensure their ads appear in the right places to reach their target audience. These tags also help ensure that the ads meet the technical needs of the publisher’s site so that everything runs smoothly.
But ad tags do more than deliver ads—they also track how well the ads perform. They collect data on how many people see the ad, click on it, or interact with it.
This information helps advertisers understand what’s working and what’s not so they can make changes to improve their campaigns and get better results.
Ad Servers
Ad servers are the backbone of the ad delivery process, and they use ad tags to handle the flow of ad requests.
When someone visits a page with an ad tag, the tag sends a request to the ad server, which decides which ad to show based on user behavior and real-time bidding. Ad tags help ad servers connect publishers and advertisers efficiently, ensuring the right ads are delivered to the right people at the right time.
The Benefits of Using Ad Tags
- Ad Tags Simplify Ad Management – Ad tags automate the process of serving ads, making it easier for publishers to manage their ad spaces and work with multiple advertisers.
- Enhances Targeting – Ad tags collect user data, like location and browsing habits, allowing advertisers to show more relevant ads tailored to the audience.
- Tracks Ad Performance – They help monitor essential metrics such as impressions, clicks, and conversions, giving advertisers valuable insights to improve their campaigns.
- Increases Revenue Potential – By efficiently managing ad slots and attracting more advertisers, publishers can boost competition for their inventory, leading to higher ad rates.
- Ensures Smooth Ad Delivery – Ad tags streamline communication between publishers, advertisers, and ad servers, ensuring ads are delivered quickly and without technical issues.
- Supports Various Ad Formats – Whether it’s banners, videos, or interactive ads, ad tags handle different formats, ensuring they display correctly across websites and apps.
Common Issues with Ad Tags
- Slow Page Loading – This can happen if the ad tag uses a synchronous setup, causing the ad to load simultaneously with the webpage, slowing everything down. To avoid this, we recommend an asynchronous ad tag.
- Ads Not Displaying – Sometimes, ads don’t show up because of a misconfigured ad tag, a problem with the ad server, or missing creative files.
- Incorrect Ad Size or Placement—This issue arises if the ad tag is set up with the wrong parameters, leading to ads that are too big or too small or placed awkwardly on the page.
- Tracking and Reporting Errors – If the ad tag has incorrect tracking parameters or is missing essential data, it can lead to inaccurate performance reports, making it hard to measure ad success.
- Security Vulnerabilities – Ad tags sometimes pull in third-party scripts containing security risks like malware, especially if the sources aren’t properly vetted.
- Compatibility Problems – Ad tags might not work well on specific browsers or devices due to outdated code or lack of cross-browser testing.
- Interference from Ad Blockers – Ad-blocking software can block ad tags, preventing ads from showing up and reducing ad revenue.
How Can You Generate an Ad Tag Using Sevio Ad Manager
Sevio Ad Manager allows all users to generate free campaign ad tags. The only requirement is that the user integrate Sevio Ad Manager as the SSP of their app or website. Once that’s done, creating an ad tag is simple: first, set up an ad inventory, then make an ad zone, and voilà. Let us guide you through each step.
Step 1. Create an Ad Inventory
Go to the “Inventories” tab and click “Add Inventory”. Choose if it’s for a website or app, enter the domain name, pick an alias to recognize it quickly, and select the categories that match your site or app.
Next, set your ad preferences. You can choose which ad categories to allow or block, prevent certain advertiser domains from showing ads, and ensure that the same ad or ads from the same advertiser don’t show multiple times on the same page.
After that, set up the ads.txt file. If you already have one, add the info from Sevio and click Verify. If not, download the file from Sevio, upload it to your website, and verify it. Once you’ve done this, your inventory is ready, and you can proceed to the next step.
Step 2. Create an Ad Zone
Once your ad inventory is set up, the next step is creating ad zones, the specific areas on your website or app where ads will appear. You can manage multiple ad zones under the Ad Zones tab in the Inventory Settings. To create a new one, tap on the Add Zone button.
Start by giving your ad zone a clear and recognizable name. Then, choose the ad type: either Banner Ads or Native Ads. If you select Banner Ads, pick from standard sizes like 300×250 or 728×90 or create a custom size to fit your specific layout. For Native Ads, select a native template to quickly set up your ad zone.
Next, configure the Ad Refreshing settings, which control how often ads are automatically refreshed while they are in view. You can also limit the number of clicks from a single user by defining the User Max Clicks and the interval for resetting this limit.
After that, customize your ad preferences by selecting which ad categories to allow or block and manage specific advertiser domains or creative IDs.
Step 3. Implementing the Ad Tag
After setting up your ad zone, the ad tag is automatically generated. Now, it’s time to add this tag to your platform’s source code.
Go to your specific ad inventory, navigate to the Ad Zones tab, and find the ad zone you created. You’ll see a “Get Code” button in the same row. Click it, and you’ll get the option to copy either the async or defer code.
Simply copy the preferred code and paste it into the source code of your website or app where you want the ads to appear, and that’s all!
FAQ
Video and audio players use an ad tag URL to fetch ads through VAST (Video Ad Serving Template). You can build or modify these URLs with specific parameters for testing and reviewing purposes. VAST ad tag URLs support HTTP and HTTPS, ensuring secure and flexible ad delivery.
Ad tags are key for online ads, helping ensure they appear in the right spot, at the right time, and to the right people. They also track the performance of your ads and allow you to make quick updates. Use ad tags to understand your audience, easily optimize your campaigns, control from one place (ad server), and track performance.
Final Thoughts
So, ad tags are a key part of digital advertising, powering programmatic ads and Real-Time Bidding (RTB). And with the right tools, it can make your job even much easier and help you get more done.
We hope this article has helped clarify ad tags. Now, you’re ready to use them with confidence!
And if you’re looking for an easy way to generate ad tags, Sevio Ad Manager is a great option. Moreover, it offers plenty of useful features to help you manage your ads and boost your revenue, making it the perfect tool for anyone. That being said, don’t forget to look at the platform.
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