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Ad Tags

Ad Tags and how they travel through the Display Advertising Technology Landscape. For more go to => displayadtech.com
by

David Christian

on 10 October 2015

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Transcript of Ad Tags

How Ad Tags Travel Throuh The
Display Advertising Technology Landscape
An
Ad Tag
is an IFrame or Javascript code snippet that retrieves an ad unit from a third party ad server.
An Ad Tag is placed within the HTML of a web page, and is responsible for displaying the ad unit.
<script type="text/javascript">
var spongecellParams = {
clickTag: "SPONGECELL_CLICK_TAG",
clickTag1: "SPONGECELL_CLICK_TAG",
clickTag2: "SPONGECELL_CLICK_TAG",
siteId: "SPONGECELL_SITE_ID",
placementId: "SPONGECELL_PLACEMENT_ID"
};
document.write('<sc'+'ript type="text/javascript" src="http://cdn.royale.spongecell.com/api/ad_tags/50010357.js?anticache='+Math.floor(Math.random()*10e12) + '"></scr'+'ipt>');
</script>
<noscript>
<a href="http://spongecell.com/api/ad_tags/50010357/clickthrough?creative_id=278510&noflash=true&noscript=true&external_placement_id=SPONGECELL_PLACEMENT_ID&external_site_id=SPONGECELL_SITE_ID&anticache=SPONGECELL_CACHE_BUSTER&click_tag=SPONGECELL_CLICK_TAG" target="_blank"><img alt="" border="0" height="250" src="http://cdn.statics.live.spongecell.com/davis/ui/newtemplatedemo/v4t/assets/300x250.jpg" width="300" /></a>
<div style="position:absolute;left:0px;top:0px;visibility:hidden;">
<img alt="" height="0" src="http://analytics.spongecell.com/placements/50010357?ad_version=PLATFORM&type=IMPRESSION&flight_id=12202&screen=DEFAULT&noflash=true&noscript=true&creative_id=278510&external_placement_id=SPONGECELL_PLACEMENT_ID&external_site_id=SPONGECELL_SITE_ID&anticache=SPONGECELL_CACHE_BUSTER&e=mc2" style="width:0px;height:0px;" width="0" />
</div>
</noscript>
An example of a JavaScript Ad Tag (from Spongecell) below...

<script type="text/javascript">
var spongecellParams = {
clickTag: "SPONGECELL_CLICK_TAG",
clickTag1: "SPONGECELL_CLICK_TAG",
clickTag2: "SPONGECELL_CLICK_TAG",
siteId: "SPONGECELL_SITE_ID",
placementId: "SPONGECELL_PLACEMENT_ID"
};
document.write('<sc'+'ript type="text/javascript" src="http://cdn.royale.spongecell.com/api/ad_tags/50010357.js?anticache='+Math.floor(Math.random()*10e12) + '"></scr'+'ipt>');
</script>
<noscript>
<a href="http://spongecell.com/api/ad_tags/50010357/clickthrough?creative_id=278510&noflash=true&noscript=true&external_placement_id=SPONGECELL_PLACEMENT_ID&external_site_id=SPONGECELL_SITE_ID&anticache=SPONGECELL_CACHE_BUSTER&click_tag=SPONGECELL_CLICK_TAG" target="_blank"><img alt="" border="0" height="250" src="http://cdn.statics.live.spongecell.com/davis/ui/newtemplatedemo/v4t/assets/300x250.jpg" width="300" /></

If you were to look at the underlying code of this web site, in the red square where the banner ad is to be displayed, you would see something like this Javascript ad tag code...

Once retrieved, the ad unit is then displayed on the website.
When the web page is rendered, the ad tag makes a call to a third party ad server in order to retrieve the ad unit.
So where exactly is this ad unit coming from, and how did this ad tag get placed on the site?
Media
Agency
To answer that question, let's run through three scenarios: simple, standard, and complex.
Scenario 1: Simple

Let's say a media agency decides to buy media through a publisher direct.
The agency also decides to run their ad units through an ad server in order to have an additional party count impressions and clicks.
Publisher
In this scenario the Ad Server would host the creative ad units, then send their ad tags to the publisher to implement directly onto their website.
Consequently, every time an ad tag is displayed on the publisher's site, it would make a call to the Ad Server to retrieve the ad unit for display.
Scenario 2: Standard

Media
Agency
Let's say a media agency decides to buy media through an Ad Network.
They also decide to hire the Creative Optimization company Spongecell to create the ad units for this campaign.
In this scenario, Spongecell would host the ad units, and send their ad tags to the Ad Network to upload directly into their ad server. These ad tags tell the Ad Network's server where to retrieve the Spongecell ad units from.
Consequently, every time the Ad Network's ad tag is displayed on one of these publisher websites, it would make a call to the Ad Network's server, and count an impression. This same Ad Network server would then make a call to Spongecell's ad server to retrieve the ad unit for display.

The ad is then displayed on the publisher website as Spongecell would also count an impression at this time.
Ad Network
Spongecell Tags
Ad Network Tags
The Ad Network, in charge of choosing the correct sites to display these ads on, would then host Spongecell's ad tags, and send its own ad tags to the publishers in its network.
Ad Server
Scenario 3: Complex
300x250
300x250
Media
Agency
300x250
Spongecell Tags
Ad Network
Ad Exchange
DSP
SSP
Publisher
Ad Network Tags
SSP Tags
Media
Agency

Ad Server
Ad Server Tags
300x250
Ad Network
Spongecell Tags
Retargeting
Ad Exchange
DSP
SSP
Publisher
Ad Network Tags
Ad Network Tags
Retargeting Tags
SSP Tags
300x250
Let's say an agency decides to buy media through an Ad Network, and this Ad Network uses a DSP to buy its ad inventory.
The agency also decides to hire the Creative Optimization company Spongecell to create the ad units for this campaign.
In this scenario, Spongecell would host the ad units, and send their ad tags to the Ad Network to upload directly into their ad server. These ad tags tell the Ad Network's server where to retrieve the Spongecell ad units from.
The Publisher in this case is using an SSP to sell inventory across the Ad Exchange so it will imlement the SSP's ad tags directly onto its own site.

This allows the SSP to dynamically serve up any ad it retrives from the Ad Exchange onto the Publisher's site in real time.
When the Publisher's web page is displayed, the SSP's ad tag tells the SSP to start making calls across the Ad Exchange, asking for available ad units to display.

Once the Ad Exchange connects the SSP to the DSP (in this diagram), a domino effect of ad tag calls begin to fire, starting with the DSP and ending when Spongecell serves up the ad unit.
During this proccess each company's server will record its respective analyitcs also faciltated by the ad tags. In this initial call, an impression would be counted by all servers involved.

Once the call reaches Spongecell, the correct ad will be served onto the Publisher's website for display.
Ad Server Tags
The Ad Network would then upload their ad tags into the DSP they are using to buy inventory on the Ad Exchange with. When the DSP connects to readily available inventory, it will tell the Ad Network to reach out to Spongecell to fetch the ad units needed for display. These calls are all facilitated by the ad tags.

The Ad Tags in this case act like links in a chain, allowing each company's server to communicate with one another during the ad fetching proccess.
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http://www.displayadtech.com
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