Ad Tags

An ad tag is a piece of HTML code that shows an ad, generally using a third-party ad server. You might receive the code from an agency or generate it yourself using a tool provided by the ad server.

Ad tags are powerful tools. Because the ad tag inserts code into publisher's webpages, there's a potential for trouble if the ad tag isn't properly created. It's very important to test your ad tags thoroughly before using them in a campaign.

Note: Because ad tags are so powerful and can be misused, they are not enabled by default. If you need ad tag support, talk to your customer success team.

Using Ad Tags

Ad tags work like any other creative type. After you create an ad for each ad tag you want to use, that ad can be used by any campaign in the system.


When you create an ad, be sure to include the macros you need. These macros insert dynamic data into your ad tag when the impression is delivered, and they're essential for sending data from the DSP to your ad server.


JavaScript ad tags should always include a NOSCRIPT section, which controls what happens if a browser has JavaScript disabled. If your ad tag doesn't deliver an alternative creative when JavaScript is disabled, users won't see anything if they have JavaScript disabled and you may see impression tracking discrepancies (because the impression was delivered and counted, but the impression tracker inside the JavaScript was never deployed).

Be sure to test both scenarios to ensure the creative is working in all cases. To test the NOSCRIPT section, you can use a browser extension like NoScript. Alternately, view the page source of the preview page, copy everything inside the <NOSCRIPT> ... </NOSCRIPT> tags (but omit the NOSCRIPT tags themselves), and paste on a site like JSFiddle to test it.