An ad tag is a snippet of code inserted into a website or app to request and display an ad from an ad server. It contains instructions on what creative to load, where to place it, and how to track user interaction. Tags are crucial for programmatic delivery, campaign tracking, and ensuring the right ad reaches the right user. They can include tracking pixels and are central to managing dynamic, real-time campaigns.
Frequently Asked Questions
How do ad tags impact programmatic performance?
They enable dynamic ad delivery, viewability tracking, and performance attribution.
What’s the difference between JavaScript and iframe ad tags?
JS tags allow richer tracking and interactivity, while iframe tags offer more security but limited tracking.
Can broken ad tags be fixed after a campaign starts?
Only if you have access to the source—always validate tags pre-launch.
How do ad tags support third-party verification tools?
By allowing integration of viewability, fraud detection, or brand safety pixels.
