Ad Tag
An ad tag is a code snippet, either HTML or JavaScript, embedded on a website to request ads from an ad server for display. It contains details about the ads format, size, category, and other specifications, and can be placed in the websites header or an iFrame to keep it separate from the main site script.
Role in Mobile Marketing:
Ad tags activate browsers to display ads and can collect data about viewers, playing a crucial role in enabling modern digital marketing.
Common Types of Ad Tags:
- JavaScript Ad Tags. Used for dynamic ad serving, displaying different ads based on user behavior.
- HTML Ad Tags. Simple tags for static ads like banners or text ads.
- Iframe Ad Tags. Allow ads to be displayed in an iframe, accommodating different sizes or shapes.
- VAST Ad Tags. For video ads, adaptable to various formats and sizes.
- Native Ad Tags. Blend with website content, used for sponsored content.
- Dynamic Ad Tags. Change ads in real-time based on user behavior for targeted advertising.
- Rich Media Ad Tags. For interactive ads, including expandable ads or those with videos/animations.
Lifecycle of an Ad Tag:
- A publisher generates an ad tag and places it on their website.
- The ad tag prompts the browser to request an ad from the publishers ad server.
- Optionally, the ad server might consult a Data Management Platform (DMP) to refine ad targeting with user data.
- The request is then forwarded to the advertisers ad server, which sends back the selected ad to be displayed in the designated spot on the website.
Ad tags are essential tools for all digital marketing players, facilitating targeted and effective advertising strategies.