Mastering online marketing means understanding ad tags and how to make them. Ad tags are highly important pieces of code that ensure that you display ads in the right place, at the right time, and in front of the right people during your ad campaigns.
If you’re not sure where to start, you’ve come to the right place. We will explain what an ad tag is, how it works, and how to make one in detail.
An ad tag, which can also be called a placement tag or creative tag, is a small chunk of code inserted into a webpage. Once inserted, the ad tag sends a code snippet request to an ad server. The data provider receives this request and uses it to know where to run the ad. This means the server shows an advertisement in a specific place, like at the top of a webpage, in a banner ad slot, or elsewhere.
It’s important to remember that every ad tag defines how an ad unit should be served on a specific website, including:
Depending on advertiser needs, ad tag snippets can be placed into the iFrame wrapper or header of the website if they want to isolate the tag from the main website script. You can discuss how you display advertising with your ad publisher depending on their policies or the kinds of setups their client websites use to show ads in a user’s browser.
Some types of tags are better positioned for certain placements than others.
Put simply, ad tags are important in digital marketing because they trigger ad requests. The majority of digital ads are stored on servers, which are run by publishers or advertisers. When a visitor visits a website, the browser queries the server for an ad to serve the viewer based on a bid request.
This is important in digital advertising so that advertisers can collect data about users and visitors, serve specific or personalized ads, and perform other tasks. Put another way, ad tags are crucial for digital marketing because they facilitate the personalized marketing that consumers often see.
Ad tags typically follow the below process:
Amazingly, this entire process happens in a handful of milliseconds. More importantly, it’s incredibly important for modern digital advertising campaigns to be as effective as they are.
Ad tags are used by all the major parties in any digital enterprise, including:
Generating an ad tag can be complex, and it varies depending on which ad server you use or whether you are an advertiser. Let’s take a look at this process from the perspective of using an ad server such as Epom as an advertiser or marketer who wants to make an ad tag for a new type of creative.
In this case, to make an ad tag:
Note that this process is roughly identical for publishers and anyone else in this industry. The key thing to remember is that generating an ad tag is quick and simple. You just have to know which ad server type your publisher uses, then be sure to copy and paste your ad tag in its entirety and accurately.
Naturally, typos in the ad tag can cause page loading problems, as mentioned above, or prevent your ads from showing whatsoever. For easier tag generation, try using Google to generate ad tags.
Ad tags are necessary ad tech for any online marketing campaign to launch successfully and increase conversions. Now you know how to make ad tags and why they are important in the advertising ecosystem. Fortunately, you don't have to use this knowledge for any out-of-home or OOH marketing campaigns.
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