GlossaryAd tags

Ad tags

Ad tags

What is an ad tag?

An ad tag is a piece of HTML or JavaScript code that behaves like a placeholder for ad creatives on an app or website. It contains information about the ad unit , such as its size, format, etc.

What is the purpose of ad tags?

Ad tags serve different purposes for different stakeholders involved in a programmatic advertising ecosystem.
  1. For publishers: Publishers place an ad tag to indicate that their inventory is up for sale. These tags help them ensure that relevant ads are shown on the ad space while considering the advertisers’ targeting information.
  2. For advertisers: When advertisers see an ad tag, they bid on the inventory and send their ads to display. These tags contain user information like their location, browser, and more.
  3. For ad servers: Ad servers use ad tags across the entire process to connect publishers with advertisers based on the information present in the tag.
  4. For third-party services: Third-party services such as data management involved in the system use ad tags to fetch user information and create detailed user profiles for future use.

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